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International Imc
 

International Imc

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    International Imc International Imc Presentation Transcript

    • THE INTERNATIONAL ENVIRONMENT FOR PROMOTION and IMC 7.1
    • Cultural Communications
      • Culture - Total Way of a People, the Social Legacy the Individual Acquires from His or Her Group
      • Culture is Typically Invisible to Those Who are Immersed In It, Making Communication Across Cultures Difficult
      • 7.2
    • Importance of International Communication
      • Complex Social, Political & Economic Changes Affect International Communications Environment.
      • International Developments Relevant to the Rise in International Commercial Communications:
        • Development of Trading Blocs - May be Prelude to a Rise in Nationalism
        • Loosening of Political and Economic Constraints
        • 7.3
    • Importance and Rise of International Communication (con’t)
        • Liberalization of the Flow of Labor and Increase in movements of Peoples Across Borders
        • Growing Size of Ethnic Groups From Elevated Birth Rates
        • Rise of Cultural Borders and Barriers even as Economic Barriers Begin to Fall
        • 7.4
    • Overcoming Cultural Barriers in International Promotion
      • Barriers to Creating Successful International Promotions
        • Ethnocentrism
        • Self-Reference Criterion
      • 7.5
    • How Might This American Ad Be Viewed as Ethnocentric 7.6
    • Overcoming Cultural Barriers in International Promotion (con’t)
      • Cross-Cultural Research Helps Overcome Barriers
        • Secondary Data - Data Gathered by Someone Else
        • for Some Other Purpose
        • Primary Data - Specific Data Collection Unique to a Promotional Situation
          • Economic Conditions
          • Demographics Characteristics
          • Values
          • Custom & Ritual
          • Product Use & Preference
        • 7.7
    • Challenges in International Advertising
      • Creative Challenge
      • Media Challenge
        • Media Availability & Coverage
        • Media Costs & Pricing
      • Regulatory Challenge
      • 7.8
    • International Markets Prefer Different Creative Executions 7.9
    • Challenges in International Sales Promotion, Direct Marketing and e-Commerce
      • CHARACTERISTICES OF THE PRODUCT
      • Product Prevalence & Use
      • As Competitive Environment Becomes More Complex, Advertising Designed to Differentiate Brands will Become More Predominant
      • Products Moving into Growth Stage will Need to be Differentiated
      • 7.10
    • Challenges in International Sales Promotion, Direct Marketing and e-Commerce (con’t)
      • LEVEL OF ECONOMIC DEVELOPMENT
      • All Forms of Production & Direct Marketing are Applicable in Highly Industrialized Markets
      • In Less Developed Countries - Lack of Wide Range of Consumer Goods & Low Income Make Promotion a Non Issue
        • Few Competitors Serve these Markets
        • Low Literacy Make Communication Difficult w/Print Media
        • Without TV, Radio & Newspaper, Direct marketing is Undermined
        • Unsophisticated Mail Systems
      • 7.11
    • Challenges in International Sales Promotion, Direct Marketing and e-Commerce (con’t)
      • LEVEL OF ECONOMIC DEVELOPMENT (con’t)
      • Newly Industrialized Markets – Better Environment for Promotional Tools – Must be Managed Carefully
        • Consumer Income Rises – More Consumer Goods are Introduced and Succeed
        • As Media Proliferate, Sales Promotions and Direct Marketing can be Introduced Based on Market-by-Market Assessment
        • 7.12
    • Challenges in International Sales Promotion, Direct Marketing and e-Commerce (con’t)
      • STRUCTURE OF TRADE CHANNELS
      • Highly Developed Distribution & Retailing Systems – Trade Channel Members Demand Support or Carry Marketers Brand
        • Trade Allowances, Incentives, Point-of-Purchase Displays & Sampling
        • Must Have the Means to Handle Coupon Redemption or Premium Distributions
      • Less Developed Trade Channels – May Not be Able to Use Traditional Promotional Techniques
        • Fragmentation of Trade Channels
          • Retailers - No Way of Handling Coupons
          • Some Countries So Small May Not be able to Handle Point-of-Purchase
        • Trade Show
      • 7.13
    • Challenges in International Sales Promotion, Direct Marketing and e-Commerce (con’t)
        • REGULATIONS
        • Regulation of Promotion, Direct Marketing, and
        • e-Commerce Varies Widely Market-to-Market
          • Most Sales Promotion Tools are Legal Across Europe
          • Sweepstakes are Either Heavily Banned or Regulated in All European Markets
          • In Japan – Value of Premium Offered with a Product is Limited to 10% of the Value of the Original Price
        • 7.14
    • Promotions in International Markets Must be Researched for Regulation and Legality 7.15
    • Challenges in International Public Relations
      • COMPANIES HAVE LESS CONTROL OVER GLOBAL PUBLICITY RELATIVE TO DOMESTIC SITUATIONS, AND NO CORPORATIONS ARE POWERFUL ENOUGH TO CONTROL A HOST COUNTRY’S MEDIA
      7.16
    • Promotion Agencies Around the World
      • GLOBAL AGENCY
      • Will Know Marketer’s Products & Current Promotion Program
      • Agency may then Either Adapt Domestic Campaigns or Launch New Ones
      • Disadvantage is their Distance from Local Culture. Exporting Meaning is Never Easy
      • INTERNATIONAL AFFILIATE
      • Set Up as a joint Venture w/Local Agencies
      • Join Networks or Take Minority Ownership
      • Benefits in this Arrangement
      • LOCAL AGENCY
      • Knowledgeable about Culture/Local Market
      • Have Well-Established Contacts
      • One Problem-Less Standardization of Creative Effort
      • 7.17
    • Standardized vs. Promotional Customized Campaigns
      • STANDARDIZED CAMPAIGNS USE SAME APPEAL & CREATIVE EXECUTION ACROSS ALLINTERNATIONAL MARKETS
      • CUSTOMIZED CAMPAIGNS INVOLVE PREPARING CREATIVE EXECUTIONS FOR EACH MARKET A FIRM HAS CREATED
      • A BRAND IS WELL SUITED FOR A STANDARDIZED CAMPAIGN WHEN:
      • Communication Primarily Uses Visual Appeal
      • Communication is “Culture-less”
      • Brands that are Standardized
      • Products have Global Reputation
      • 7.18
    • Certain Product Lend Themselves to Standardized Campaigns 7.19
    • Standardized vs. Promotional Customized Campaigns (con’t)
      • ENVIRONMENT FOR STANDARDIZED PROMOTION IS MORE FAVORABLE DUE TO:
      • Expansion of Global Communications Media
      • Emergence of Global Teenager
      • Trend Towards Universal Demographic & Lifestyle Trends
      • Americanization of Consumption Values
      • 7.20
    • Challenges in Developing & Managing A Global Sales Force
      • DEVELOPING A GLOBAL SALES FORCE CAN BE ACHIEVED WITH:
      • Expatriate Personnel
      • Local Nationals
      • Third Country Nationals
      • 7.22
    • Challenges in Developing & Managing A Global Sales Force
      • MANAGING THE GLOBAL SALES FORCE
      • Training
        • Expatriate
        • Foreign National Personnel
        • Training for Foreign Personnel
      • Motivation & Compensation
        • Companies Must Consider Culture
        • Guidelines Include Examining the Way Firms are Compensating People
          • High Tax-Rate Countries – Sales Personnel Push for Packages instead of Direct Taxable Income
          • E.g., Cost of Living Allowances, Private School Tuition, etc.
      • 7.23