This document discusses global marketing communications and the challenges of international advertising and public relations. It notes that integrated marketing communications aims to ensure coordinated messaging across all promotional channels. When operating globally, companies must consider legal/tax issues, language barriers, cultural differences, media limitations, and production costs. However, the rise of global media, satellite television, and new technologies have also created opportunities for more customized international marketing. The document cautions that direct translations can lead to unintended and sometimes humorous misunderstandings if the cultural context is not properly considered.

1. PREPARED BY:-
MOHAMMED FAHEEM KHAN
Global Marketing Communications Decisions:
International Advertising and
Public Relations

2. Introduction
Marketing communications tell
customers about the benefits and
values that a company, product, or
service offers

3. Integrated Marketing
Communications (IMC)
 It means integrating all the promotional tools,
so that they work together in harmony.
 It ensures that all forms of communications
and messages are carefully linked together.

4. Creative Challenges in International
Communications
 Legal and tax considerations
 Language limitations
 Cultural diversity
 Media limitations
 Production and cost limitations

5. Promoting global communications
 The emergence of global media.
 The influence of television satellites.
 Enlargement and overlapping of media.
 Technological and social changes open the door for
more specific and segmented marketing.
 Advertising agencies internationalise.

6. Benefits of global communications
 Significant Cost Savings
 Uniform Image
 Use of Good Ideas
 International Customers

7. Lost in translation
IN MANY ASIAN COUNTRIES RONALD MCDONALD IS KNOWN AS
DONALD MCDONALD
..BECAUSE OF PROBLEMS WITH THE PRONUNCAITION OF THE LETTER “R”

8. Lost in translation
Soft drink launched in Japan with the brand
name
Pocari Sweat
To the Japanese this foreign-sounding name
which conveyed a positive, healthy, thirst-
quenching image

9. Lost in translation
Best before...
02/12/05
Europe USA
2 of Dec 2005 Feb 12 2005

10. THANKYOU