This document discusses integrated communications in international marketing. It covers objectives like understanding how local market characteristics affect advertising and determining when global or modified advertising is most effective. It defines integrated marketing communications and discusses sales promotions, public relations, and advertising techniques in international markets. It also examines the international communications process, sources of mistakes, and considerations for media planning like legal constraints, linguistic limitations, and technological development levels across countries.

1. Integrated Communications in
International Marketing

2. Objectives
• To learn the local market characteristics that
affect the advertising and promotion of
products.
• To list the strenghts and weaknesses of sales
promotions and public relations in global
marketing.
• To determine when global or modified
advertising is more effective and/or necessary.

3. • To understand the communication process.
• To identify advertising misfires.
• To discover the effects of the European Union
as a single market on advertising.
• To relate the effects of limited media,
excessive media and government regulations
on advertising and promotion budgets.

4. Integrated Marketing Communications (IMC)
The objective is the successful sale of a product or service

5. Sales Promotions
in International Markets
Short-term marketing activities
that stimulate consumer
purchases and improve retailer
or middlemen effectiveness
and cooperation (e.g., in-store
demonstrations, samples,
coupons, gifts, support to
concerts, fairs, and point-of-
purchase displays)

6. Sales Promotions Techniques
in International Markets

7. International Public Relations
• Creating good relationships with the popular press and
other media to have and maintain great positioning

8. International Advertising
Of all the elements of the
marketing mix, decisions
involving advertising are those
most often affected by cultural
differences among country
markets.
Consumers respond in terms
of their culture, its style,
feelings, value systems,
attitudes, beliefs, and
perceptions.

9. Share a Coke in Australia

10. The International
Communications Process
Cateora,P.,&Gilly,M.(2011).Internationalmarketing
(15thed.).NewYork,NY:McGraw-Hill/Irwin.

11. • Source of mistakes:
Information source (marketer)
• If not properly considered, different cultural contexts can increase the
probability of misunderstandings
• Effective communication demands the existence of a “psychological
overlap” between the sender and the receiver
• Self-reference criterion; often the actual market needs and the
marketer’s perception of them do not coincide.
• It can never be assumed that “if it sells well in one country, it will sell in
another”
Encoding process: color, timing, values, beliefs, humor, tastes, and
appropriateness of spokes- persons can cause the international marketer to
symbolize the message incorrectly.
Global Advertising
and the Communications Process

12. • Decoding problems:
Global Advertising
and the Communications Process
Pepsi: Come Alive… in Taiwan Chevy Nova
http://www.readybuzz.com/bad-translations-of-marketing-slogans/

13. – an improper message resulting from
incorrect knowledge of use patterns,
– poor encoding producing a
meaningless message,
– poor media selection that does not
get the message to the receiver, or
– inaccurate decoding by the receiver
so that the message is garbled or
incorrect.
Therefore, errors at the receiver end result
from a combination of factors:

14. Legal Constraints
• Comparative advertising
• Advertising of specific products
• Control of advertising on television
• Accessibility to broadcast media
• Limitations on length and number of commercials
• Internet services
• Special taxes that apply to advertising

15. Linguistic Limitations
• Language is one of the major
barriers to effective
communication through
advertising
• Translation challenges
• Low literacy in many countries
• Multiple languages within a
country
• In-country testing with the
target consumer group avoids
problems caused by linguistic
differences

16. Media Planning and Analysis –
Tactical Considerations
• Not for every company or product
• Take into account different levels of technological
development
• Literacy varies among countries.