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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 Global IMC
  2. 2. Course Introduction, Main Topics Background: CB ü Human Communication ü Marketing Communication Creativity ü Integrated MarCom ü Global IMC 2 Global IMC
  3. 3. 5. Global IMC4Definition Global IMC is . . . 0. Background: CB 3. Creativity 3 1. Communication 4. Integrated MarCom 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 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 Global IMC
  6. 6. 5. Global IMC 4 Barriers 6 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 Global IMC
  8. 8. 8 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 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 Global IMC
  11. 11. 5. Global IMC 13 Next Issue: In-class Presentations Global IMC
  12. 12. Marketing Communication Global IMC Part FOUR out of Four Danny Abramovich Marketing Plan Specialist 14 Global IMC
  13. 13. www ing m arket plan now com