Course Instructor: Sneha Sharma
Identifying the target audience
Determining communication objectives
Determining the message
Budget decisions
 Overcoming the Language Barrier
 IBM slogan “solutions for a small planet” became
▪ “solutions for a small world ” in A...
Percentage of
Sales
Competitive
Parity
Objective and
Task Method
 StandardizationVersus Customization
(Adaptation)
Scale Economies
Consistent Image
Globalization of Media
• Television :TimeWarner,Viacom
Global Consumer Segments
CreativeT...
 Cultural Differences
 Advertising Regulations
 Ad in Indonesia
 Market Maturity
 IcedTea in Europe
 NIH (Not Invent...
 “Laissez-Faire.”
 No centralized policy
 Export Advertising
 More People Go withVISA (2009)
 Prototype Standardizati...
 Growth of Commercialization and
deregulation of mass media
 Rise of Global and Regional Media
 Growth of Non tradition...
 Advertising ofVice Product
 In Japan word “Safe” can not be used for promoting over
the counter drugs
 Comparative Adv...
Sales Promotion
Direct Marketing
Global Sponsorships
Mobile Marketing
Trade Shows
Product Placement
Viral Marketing
Promotional strategies in international marketing
Promotional strategies in international marketing
Promotional strategies in international marketing
Promotional strategies in international marketing
Promotional strategies in international marketing
Promotional strategies in international marketing
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Promotional strategies in international marketing

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Promotional strategies in international marketing

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Promotional strategies in international marketing

  1. 1. Course Instructor: Sneha Sharma
  2. 2. Identifying the target audience Determining communication objectives Determining the message Budget decisions
  3. 3.  Overcoming the Language Barrier  IBM slogan “solutions for a small planet” became ▪ “solutions for a small world ” in Argentina  English slogan used worldwide ▪ You and US UBS  Overcoming the Cultural Barrier  In Saudi Arabia only veiled women can be shown inTV commercials  Political sensitiveness ▪ Cadbury Kashmir Advertisement “Too good to share”
  4. 4. Percentage of Sales Competitive Parity Objective and Task Method
  5. 5.  StandardizationVersus Customization (Adaptation)
  6. 6. Scale Economies Consistent Image Globalization of Media • Television :TimeWarner,Viacom Global Consumer Segments CreativeTalents in Ad Agencies
  7. 7.  Cultural Differences  Advertising Regulations  Ad in Indonesia  Market Maturity  IcedTea in Europe  NIH (Not Invented Here) Syndrome
  8. 8.  “Laissez-Faire.”  No centralized policy  Export Advertising  More People Go withVISA (2009)  Prototype Standardization  Mercedes/TAG Heuer: Handbook to communicate its advertising guidelines to local subsidiaries  RegionalApproach  Concept Cooperation
  9. 9.  Growth of Commercialization and deregulation of mass media  Rise of Global and Regional Media  Growth of Non traditional interactive media  Improved media monitoring  Coverage, circulation etc
  10. 10.  Advertising ofVice Product  In Japan word “Safe” can not be used for promoting over the counter drugs  Comparative Advertising  Foreign Made Ads  In Malaysia: 80% of ad production cost to be spent within the country  Content of Advertising Message  Advertisements targeting children
  11. 11. Sales Promotion Direct Marketing Global Sponsorships Mobile Marketing Trade Shows Product Placement Viral Marketing

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