Marketing
Communication
    Global IMC
    Part FOUR out of Four

    Danny Abramovich
    Marketing Plan Specialist


1  ...
Course Introduction, Main Topics
    Background: CB ü
    Human Communication ü
    Marketing Communication
    Creativity...
5. Global IMC4Definition

    Global IMC is . . .




             0. Background: CB 3. Creativity
3            1. Communi...
5. Global IMC 4 Introduction
There are many cultural challenges that advertisers
face in global marketing.




4          ...
5. Global IMC 4 Barriers
    • Language Barriers
      – Language is a major barrier in global IMC!
      – Two types of t...
5. Global IMC 4 Barriers




6           www.marketingPlanNOW.com   Global IMC
5. Global IMC 4Brand Knowledge
                 Brand Complexity
                                                         ...
8   www.marketingPlanNOW.com   Global IMC
5. Global IMC 4 Media Decisions
     + Growing deregulation of media.
     + Rise of global and regional media.
     + Gro...
5. Global IMC 4 Ad Regulations
 • The major types of advertising regulations include:
    – Advertising of “Vice Products”...
5. Global IMC




13   Next Issue: In-class Presentations
               www.marketingPlanNOW.com   Global IMC
Marketing
Communication
     Global IMC
     Part FOUR out of Four

     Danny Abramovich
     Marketing Plan Specialist

...
www
          ing
m   arket
     plan
      now
       com
Marketing Communication-4 - Global IMC
Marketing Communication-4 - Global IMC
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Marketing Communication-4 - Global IMC

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Marketing Communication-4 - Global IMC

  1. 1. Marketing Communication Global IMC Part FOUR out of Four Danny Abramovich Marketing Plan Specialist 1 www.marketingPlanNOW.com Global IMC
  2. 2. Course Introduction, Main Topics Background: CB ü Human Communication ü Marketing Communication Creativity ü Integrated MarCom ü Global IMC 2 www.marketingPlanNOW.com Global IMC
  3. 3. 5. Global IMC4Definition Global IMC is . . . 0. Background: CB 3. Creativity 3 1. Communication 4. Integrated MarCom www.marketingPlanNOW.com Global IMC 2. MarCom 5. Global IMC
  4. 4. 5. Global IMC 4 Introduction There are many cultural challenges that advertisers face in global marketing. 4 www.marketingPlanNOW.com Global IMC
  5. 5. 5. Global IMC 4 Barriers • Language Barriers – Language is a major barrier in global IMC! – Two types of translation errors can occur in international marketing: • Multiple-meaning words • Idioms • Other Cultural Barriers – Religion! 5 www.marketingPlanNOW.com Global IMC
  6. 6. 5. Global IMC 4 Barriers 6 www.marketingPlanNOW.com Global IMC
  7. 7. 5. Global IMC 4Brand Knowledge Brand Complexity Non-Product-Related Non-Product-Related Brand Brand (e.g., Price, Packaging, (e.g., Price, Packaging, Recognition Recognition User and Usage Imagery) User and Usage Imagery) Brand Brand Awareness Awareness Brand Brand Attributes Attributes Recall Recall Product-Related Product-Related (e.g., color, size, (e.g., color, size, design features) design features) Brand Brand Knowledge Knowledge Types of Types of Brand Associations Benefits Benefits Functional Brand Associations Functional Brand Brand Image Symbolic Symbolic Image Strength and Overall Strength and Overall Uniqueness of Uniqueness of Evaluation Evaluation Experiential Experiential Brand Association Brand Association (Attitude) (Attitude) 7 www.marketingPlanNOW.com Global IMC
  8. 8. 8 www.marketingPlanNOW.com Global IMC
  9. 9. 5. Global IMC 4 Media Decisions + Growing deregulation of media. + Rise of global and regional media. + Growing spread of interactive marketing. + Growing popularity of text messaging. + Improved TV-viewership measurement. - Media infrastructure is not uniform. - Media availability is often a limitation. 10 www.marketingPlanNOW.com Global IMC
  10. 10. 5. Global IMC 4 Ad Regulations • The major types of advertising regulations include: – Advertising of “Vice Products” and Pharmaceuticals. – Comparative Advertising. – Content of Advertising Messages. – Advertising Targeting Children. – Other Advertising Regulations: Issues of local languages, tax issues, and advertising rates. 12 www.marketingPlanNOW.com Global IMC
  11. 11. 5. Global IMC 13 Next Issue: In-class Presentations www.marketingPlanNOW.com Global IMC
  12. 12. Marketing Communication Global IMC Part FOUR out of Four Danny Abramovich Marketing Plan Specialist 14 www.marketingPlanNOW.com Global IMC
  13. 13. www ing m arket plan now com
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