This document discusses international advertising and promotion. It provides an overview of reasons for the importance of international markets, as many companies rely on foreign markets for growth given stagnating domestic markets. It also lists the top 10 global advertisers and their spending inside and outside the US. Additionally, it outlines factors in the international environment that influence marketing decisions, such as economic, cultural, demographic, and political/legal considerations. Finally, it discusses challenges and approaches for international advertising, including adapting messages locally while maintaining a global identity.
This document discusses factors to consider for international advertising and promotion. It provides an overview of reasons for international importance including stagnating domestic markets, growth opportunities, and economic necessity. It also outlines various environmental factors like economic, demographic, cultural, and political/legal that influence international marketing and promotional decisions. Finally, it discusses considerations for decisions areas in international advertising such as organization style, creative strategy, agency selection, research, and media strategy.
The document discusses factors to consider for international promotion and advertising. It covers analyzing the marketing environment which includes economic, demographic, cultural, and political/legal factors. Cultural factors that influence advertising include language, tastes/traditions, values, and religion. The document also discusses the media infrastructure in different countries, advertising regulations that vary by country, and whether advertising should be standardized across countries or adapted locally. Some products are more suitable than others for standardized advertising globally due to factors like cultural differences, regulations, and market maturity in different regions. The best strategy may be to plan advertising globally but allow local adaptation and details to ensure it is effective in each local market.
Global advertising, advertising all over the world, sales promotion in international market, international advertising, constraints to advertising campaigns
This document provides an overview of international marketing promotion strategies. It discusses topics like promotion mix, personal selling, international advertising, and global e-marketing. The document outlines the composition of a promotion strategy, including objectives, budget, and integrating advertising, sales promotion, public relations, personal selling, and direct marketing. It also summarizes strategies for advertising, including objectives, budget, creative strategy, media planning, and evaluating effectiveness. Sales promotion strategies target consumers, salespeople and business buyers through various incentive-based activities. The overall role of promotion is to stimulate demand by building customer relationships and focus.
This document provides an overview of international marketing and pricing strategies. It discusses topics such as international pricing objectives, approaches to setting international prices including full cost versus variable cost and skimming versus penetration pricing. It also covers pricing issues like dumping, transfer pricing strategies, and factors that influence pricing decisions including costs, competition, demand, and the experience curve effect. The document provides examples and definitions of concepts like price escalation, countertrade, and various pricing methods used in international business.
Impact of Advertising on International MarketingAyush Parekh
This document discusses international advertising and its impact on international marketing. It defines international marketing and advertising, and explores some key barriers to international advertising like culture, language, education level, and government regulations. Culture can make communication difficult if perceptual frameworks differ between countries. Translation errors can also undermine advertising messages if literal translations fail to convey the intended meaning across cultures. Regulations vary by country on issues like language used and sensitivity around topics. Overall, international advertisers must carefully consider local cultural and regulatory contexts to effectively promote products abroad.
This chapter discusses various print and out-of-home advertising media options. It defines key terms like impressions, reach, frequency and media mix. It then examines the strengths and weaknesses of different media like newspapers, magazines, packaging, outdoor advertising and directories. The chapter concludes by providing guidelines on which media to use based on factors like budget, target audience and information/demonstration needs.
This document discusses factors to consider for international advertising and promotion. It provides an overview of reasons for international importance including stagnating domestic markets, growth opportunities, and economic necessity. It also outlines various environmental factors like economic, demographic, cultural, and political/legal that influence international marketing and promotional decisions. Finally, it discusses considerations for decisions areas in international advertising such as organization style, creative strategy, agency selection, research, and media strategy.
The document discusses factors to consider for international promotion and advertising. It covers analyzing the marketing environment which includes economic, demographic, cultural, and political/legal factors. Cultural factors that influence advertising include language, tastes/traditions, values, and religion. The document also discusses the media infrastructure in different countries, advertising regulations that vary by country, and whether advertising should be standardized across countries or adapted locally. Some products are more suitable than others for standardized advertising globally due to factors like cultural differences, regulations, and market maturity in different regions. The best strategy may be to plan advertising globally but allow local adaptation and details to ensure it is effective in each local market.
Global advertising, advertising all over the world, sales promotion in international market, international advertising, constraints to advertising campaigns
This document provides an overview of international marketing promotion strategies. It discusses topics like promotion mix, personal selling, international advertising, and global e-marketing. The document outlines the composition of a promotion strategy, including objectives, budget, and integrating advertising, sales promotion, public relations, personal selling, and direct marketing. It also summarizes strategies for advertising, including objectives, budget, creative strategy, media planning, and evaluating effectiveness. Sales promotion strategies target consumers, salespeople and business buyers through various incentive-based activities. The overall role of promotion is to stimulate demand by building customer relationships and focus.
This document provides an overview of international marketing and pricing strategies. It discusses topics such as international pricing objectives, approaches to setting international prices including full cost versus variable cost and skimming versus penetration pricing. It also covers pricing issues like dumping, transfer pricing strategies, and factors that influence pricing decisions including costs, competition, demand, and the experience curve effect. The document provides examples and definitions of concepts like price escalation, countertrade, and various pricing methods used in international business.
Impact of Advertising on International MarketingAyush Parekh
This document discusses international advertising and its impact on international marketing. It defines international marketing and advertising, and explores some key barriers to international advertising like culture, language, education level, and government regulations. Culture can make communication difficult if perceptual frameworks differ between countries. Translation errors can also undermine advertising messages if literal translations fail to convey the intended meaning across cultures. Regulations vary by country on issues like language used and sensitivity around topics. Overall, international advertisers must carefully consider local cultural and regulatory contexts to effectively promote products abroad.
This chapter discusses various print and out-of-home advertising media options. It defines key terms like impressions, reach, frequency and media mix. It then examines the strengths and weaknesses of different media like newspapers, magazines, packaging, outdoor advertising and directories. The chapter concludes by providing guidelines on which media to use based on factors like budget, target audience and information/demonstration needs.
This document summarizes key aspects of international marketing communication. It discusses how culture influences marketing strategies through language and other cultural barriers. It also outlines methods for setting international advertising budgets, factors that influence creative strategies, and how media decisions are made across borders. Additionally, it covers regulations, choosing advertising agencies, and integrating different marketing communication elements internationally.
The document discusses new product development strategies and the product life cycle. It explains that companies must develop new products to meet consumer needs, drive growth, and adapt to changes. The process of new product development involves idea generation, screening, concept development and testing, marketing strategy, business analysis, product development, test marketing, and commercialization. Most new products fail, so companies carefully evaluate ideas and concepts. Products typically pass through introduction, growth, maturity, and decline stages in their life cycle. Firms must adapt their marketing approach at each stage to maximize profits over the product's lifetime.
This document discusses integrated marketing communications and international advertising. It covers several topics: integrated marketing communications and their components; sales promotions and public relations in global markets; factors that affect global and modified advertising; the communication process and potential misfires; and the effects of regulations on advertising budgets. It also provides exhibits on top global advertisers and spending categories as well as challenges of international advertising like cultural differences, media limitations, and lack of market data.
This document provides an overview of international marketing management and marketing research. It discusses key concepts such as the definition of international marketing, differences between domestic and international marketing environments, factors that drive international expansion, and levels of international marketing involvement. It also covers topics like the balance of payments, trade barriers, and the scope and process of conducting international marketing research. The document is intended to provide a framework for understanding international marketing management and how marketing research supports decision making in foreign markets.
This document defines key concepts related to products, brands, and product lifecycles. It discusses what constitutes a product, different levels and types of products (consumer vs industrial). It also covers branding strategies like positioning, naming, and extensions. Finally, it outlines the typical stages in a product lifecycle from introduction to growth, maturity, and decline.
This document summarizes key concepts from a marketing class on competing in global markets. It discusses three main international strategies - multi-domestic, global, and transnational - and how they balance global integration versus local responsiveness. The document also summarizes approaches to the global marketing mix, including considerations for pricing models, product standardization versus adaptation, distribution channel choices, and adapting versus standardizing promotions. Reminders are provided about an upcoming marketing simulation and final exam.
This session provides attendees with an opportunity to gain an understanding of the components of effective advertising and paid media campaigns; how to evaluate various types of media; learn advertising industry terminology; examine emerging advertising issues in traditional and new media, plus examples and rationales of common practices. All types of media will be explored and analyzed including, but not limited to, television, radio, magazine, newspaper, outdoor and the Internet.
This document discusses factors that influence global marketing and R&D strategies. It notes that product attributes, distribution, advertising, and pricing may vary across countries due to differences in consumer preferences, economic development, and regulations. It also discusses how globalization and technology can drive standardization of products and markets while differences remain. The challenges of developing global marketing strategies that balance standardization with local adaptation are explored.
This document provides an overview and roadmap of key concepts for competing in foreign markets. It discusses why companies expand internationally, differences between countries that companies must consider, and different strategies for entering foreign markets such as exporting, licensing, franchising, multi-country strategies, and global strategies. The document also covers how to gain competitive advantages in foreign markets through efficiently locating production facilities and transferring capabilities between countries.
Chapter 15: Price, the Only Revenue Generatortjamisonedu
This document discusses pricing frameworks and objectives for companies. It explains that price is the only marketing variable that generates revenue. Companies must consider factors like customers, competitors, costs, and regulations when setting prices. Objectives include maximizing profits, sales, or market share. Pricing strategies include skimming, penetration pricing, and everyday low prices. Approaches involve cost-plus pricing, prestige pricing, auctions, and price bundling. Price adjustments like discounts are also used. External factors influence pricing decisions, and the goal is to set a price that covers costs and is profitable.
Advertising in indian economy & its effectsyash chavan
Advertising plays an important role in the Indian economy. It generates indirect sales and jobs by promoting industries, products, and services. Advertising influences consumer demand, prices, competition, and business cycles. The major mediums of advertising that impact the Indian economy are television, social media, radio, and print. Television is the most influential due to its high reach and impact, but also has high costs. Social media advertising allows for low-cost, powerful targeting and real-time statistics. Print advertising also significantly motivates customers in India and impacts the economy. Overall, advertising has transformed consumer preferences and played a transformative role in the Indian economy.
This document provides an overview of global marketing communications decisions regarding advertising and public relations. It discusses key topics such as integrated marketing communications, global advertising approaches and challenges, advertising agencies and spending, creating global advertising campaigns, and the role of public relations internationally. The document aims to define important concepts, compare standardization versus adaptation strategies, examine cultural considerations, and explore best practices for selecting media and crafting effective communications across borders.
This document outlines Stephen Oyewole's presentation on marketing products and services globally. It discusses the evolution of defining products and services, key aspects of service and product design, legal issues in marketing, and the role of culture. It also examines obstacles to adapting marketing approaches for different cultures, like self-reference criterion and ethnocentrism. The benefits of global service marketing are increased peace and prosperity through meeting customer needs internationally.
Festival Companion offers a mobile festival application with customized event information. They are currently active only in the Netherlands and are exploring expansion to Croatia. An internal analysis found their vision is to tighten relationships between festivals and visitors through an international platform. Their mission is to serve 50 million visitors within 5 years to fund other business concepts. McKinsey's 7S model revealed their strategies include providing complete information and a free platform. Their structure is a startup with two founders and intern support. Systems include maintaining partnerships and analyzing user data. Shared values include innovation and useful information. A value chain analysis showed primary activities include obtaining hosting, collecting festival data, and distributing information through digital stores and partnerships.
There are several types of media advertising including print, outdoor, broadcast, covert, surrogate, public service, and celebrity advertising. Print advertising includes newspapers, magazines, brochures and fliers. Outdoor advertising uses billboards, booths, and events. Broadcast advertising is on television, radio, and the internet. Covert advertising subtly features brands in movies and TV. Surrogate advertising promotes related brands when direct advertising is banned. Public service advertising raises awareness for social causes. Celebrity advertising uses popular figures to endorse products.
Colgate-Palmolive Company: The Precision Toothbrush.Arnab Das
Colgate-Palmolive is launching a new toothbrush called Colgate Precision. It uses a triple-action brushing effect that is 35% more effective at plaque removal than competitors. The toothbrush market is highly competitive. Colgate Precision should be positioned in the niche super-premium segment initially to target therapeutic brushers. It should be branded as "Precision by Colgate" to avoid cannibalizing existing Colgate products. Most of the increased 1993 advertising budget should be allocated to promoting Colgate Precision through product sampling and professional endorsements.
The document discusses various growth strategies for fast-moving consumer goods (FMCG) companies. These include pursuing a multibrand strategy to capture market share, product flanking to offer variations, brand extensions to leverage brand equity, building product lines, new product development, innovating core products, taking a long term outlook, extending product lifecycles, expanding markets through increased usage, developing wide distribution networks, monitoring consumer insights, advertising and promotions.
This document outlines an advertising strategy presentation for Fevicol adhesive. It discusses the history and objectives of advertising, strategies for Fevicol, and case studies of Fevicol's successful advertising campaigns over decades. Fevicol's memorable, humorous, and culturally relevant advertisements connecting with audiences through Indian culture, politics, cricket and Bollywood have led to high brand recall and influence over customers' purchasing decisions. The brand is recognized for its simple advertising portraying India's essence through humor and memorable slogans.
Opportunities and Risks of Effective International Advertising StrategiesVictor Clar
This was my Bachelor Thesis, written in 2008 as a student of Betriebswirtschaft und Internationales Management at the University of Applied Sciences (Bremen - Germany).
This document discusses advertising, sales promotion, and public relations. It defines each area and explains major decisions involved in developing programs for advertising, sales promotion, and public relations. These include setting objectives and budgets, developing strategies, and evaluating effectiveness. Various tools used in advertising, sales promotion, and PR are also outlined.
This document discusses strategies for marketing electronic resources in libraries. It begins by noting the shift from print to electronic formats and the need for new marketing techniques. It then covers the marketing mix of product, place, pricing and promotion for libraries. Specific marketing tools described include training, open days, guides, newsletters, social media and alerts. Selection criteria for electronic resources include contribution to the library mission, demand, authenticity, cost and technical requirements. Challenges in marketing electronic resources and recommendations are also provided. The document emphasizes that marketing should be an essential, ongoing component of library services rather than an optional add-on.
International promotion strategies consider both global and local promotion approaches. The type of promotion used depends on the distribution systems in foreign markets. A company's country brand image and consumer habits in foreign cultures are also important factors to consider. Common mistakes in international promotion include losing sight of objectives, inappropriate targeting of audiences, and failing to deliver promised benefits. Case studies show how companies like IKEA and Under Armour have adapted their promotion strategies when expanding into new international markets like China.
This document summarizes key aspects of international marketing communication. It discusses how culture influences marketing strategies through language and other cultural barriers. It also outlines methods for setting international advertising budgets, factors that influence creative strategies, and how media decisions are made across borders. Additionally, it covers regulations, choosing advertising agencies, and integrating different marketing communication elements internationally.
The document discusses new product development strategies and the product life cycle. It explains that companies must develop new products to meet consumer needs, drive growth, and adapt to changes. The process of new product development involves idea generation, screening, concept development and testing, marketing strategy, business analysis, product development, test marketing, and commercialization. Most new products fail, so companies carefully evaluate ideas and concepts. Products typically pass through introduction, growth, maturity, and decline stages in their life cycle. Firms must adapt their marketing approach at each stage to maximize profits over the product's lifetime.
This document discusses integrated marketing communications and international advertising. It covers several topics: integrated marketing communications and their components; sales promotions and public relations in global markets; factors that affect global and modified advertising; the communication process and potential misfires; and the effects of regulations on advertising budgets. It also provides exhibits on top global advertisers and spending categories as well as challenges of international advertising like cultural differences, media limitations, and lack of market data.
This document provides an overview of international marketing management and marketing research. It discusses key concepts such as the definition of international marketing, differences between domestic and international marketing environments, factors that drive international expansion, and levels of international marketing involvement. It also covers topics like the balance of payments, trade barriers, and the scope and process of conducting international marketing research. The document is intended to provide a framework for understanding international marketing management and how marketing research supports decision making in foreign markets.
This document defines key concepts related to products, brands, and product lifecycles. It discusses what constitutes a product, different levels and types of products (consumer vs industrial). It also covers branding strategies like positioning, naming, and extensions. Finally, it outlines the typical stages in a product lifecycle from introduction to growth, maturity, and decline.
This document summarizes key concepts from a marketing class on competing in global markets. It discusses three main international strategies - multi-domestic, global, and transnational - and how they balance global integration versus local responsiveness. The document also summarizes approaches to the global marketing mix, including considerations for pricing models, product standardization versus adaptation, distribution channel choices, and adapting versus standardizing promotions. Reminders are provided about an upcoming marketing simulation and final exam.
This session provides attendees with an opportunity to gain an understanding of the components of effective advertising and paid media campaigns; how to evaluate various types of media; learn advertising industry terminology; examine emerging advertising issues in traditional and new media, plus examples and rationales of common practices. All types of media will be explored and analyzed including, but not limited to, television, radio, magazine, newspaper, outdoor and the Internet.
This document discusses factors that influence global marketing and R&D strategies. It notes that product attributes, distribution, advertising, and pricing may vary across countries due to differences in consumer preferences, economic development, and regulations. It also discusses how globalization and technology can drive standardization of products and markets while differences remain. The challenges of developing global marketing strategies that balance standardization with local adaptation are explored.
This document provides an overview and roadmap of key concepts for competing in foreign markets. It discusses why companies expand internationally, differences between countries that companies must consider, and different strategies for entering foreign markets such as exporting, licensing, franchising, multi-country strategies, and global strategies. The document also covers how to gain competitive advantages in foreign markets through efficiently locating production facilities and transferring capabilities between countries.
Chapter 15: Price, the Only Revenue Generatortjamisonedu
This document discusses pricing frameworks and objectives for companies. It explains that price is the only marketing variable that generates revenue. Companies must consider factors like customers, competitors, costs, and regulations when setting prices. Objectives include maximizing profits, sales, or market share. Pricing strategies include skimming, penetration pricing, and everyday low prices. Approaches involve cost-plus pricing, prestige pricing, auctions, and price bundling. Price adjustments like discounts are also used. External factors influence pricing decisions, and the goal is to set a price that covers costs and is profitable.
Advertising in indian economy & its effectsyash chavan
Advertising plays an important role in the Indian economy. It generates indirect sales and jobs by promoting industries, products, and services. Advertising influences consumer demand, prices, competition, and business cycles. The major mediums of advertising that impact the Indian economy are television, social media, radio, and print. Television is the most influential due to its high reach and impact, but also has high costs. Social media advertising allows for low-cost, powerful targeting and real-time statistics. Print advertising also significantly motivates customers in India and impacts the economy. Overall, advertising has transformed consumer preferences and played a transformative role in the Indian economy.
This document provides an overview of global marketing communications decisions regarding advertising and public relations. It discusses key topics such as integrated marketing communications, global advertising approaches and challenges, advertising agencies and spending, creating global advertising campaigns, and the role of public relations internationally. The document aims to define important concepts, compare standardization versus adaptation strategies, examine cultural considerations, and explore best practices for selecting media and crafting effective communications across borders.
This document outlines Stephen Oyewole's presentation on marketing products and services globally. It discusses the evolution of defining products and services, key aspects of service and product design, legal issues in marketing, and the role of culture. It also examines obstacles to adapting marketing approaches for different cultures, like self-reference criterion and ethnocentrism. The benefits of global service marketing are increased peace and prosperity through meeting customer needs internationally.
Festival Companion offers a mobile festival application with customized event information. They are currently active only in the Netherlands and are exploring expansion to Croatia. An internal analysis found their vision is to tighten relationships between festivals and visitors through an international platform. Their mission is to serve 50 million visitors within 5 years to fund other business concepts. McKinsey's 7S model revealed their strategies include providing complete information and a free platform. Their structure is a startup with two founders and intern support. Systems include maintaining partnerships and analyzing user data. Shared values include innovation and useful information. A value chain analysis showed primary activities include obtaining hosting, collecting festival data, and distributing information through digital stores and partnerships.
There are several types of media advertising including print, outdoor, broadcast, covert, surrogate, public service, and celebrity advertising. Print advertising includes newspapers, magazines, brochures and fliers. Outdoor advertising uses billboards, booths, and events. Broadcast advertising is on television, radio, and the internet. Covert advertising subtly features brands in movies and TV. Surrogate advertising promotes related brands when direct advertising is banned. Public service advertising raises awareness for social causes. Celebrity advertising uses popular figures to endorse products.
Colgate-Palmolive Company: The Precision Toothbrush.Arnab Das
Colgate-Palmolive is launching a new toothbrush called Colgate Precision. It uses a triple-action brushing effect that is 35% more effective at plaque removal than competitors. The toothbrush market is highly competitive. Colgate Precision should be positioned in the niche super-premium segment initially to target therapeutic brushers. It should be branded as "Precision by Colgate" to avoid cannibalizing existing Colgate products. Most of the increased 1993 advertising budget should be allocated to promoting Colgate Precision through product sampling and professional endorsements.
The document discusses various growth strategies for fast-moving consumer goods (FMCG) companies. These include pursuing a multibrand strategy to capture market share, product flanking to offer variations, brand extensions to leverage brand equity, building product lines, new product development, innovating core products, taking a long term outlook, extending product lifecycles, expanding markets through increased usage, developing wide distribution networks, monitoring consumer insights, advertising and promotions.
This document outlines an advertising strategy presentation for Fevicol adhesive. It discusses the history and objectives of advertising, strategies for Fevicol, and case studies of Fevicol's successful advertising campaigns over decades. Fevicol's memorable, humorous, and culturally relevant advertisements connecting with audiences through Indian culture, politics, cricket and Bollywood have led to high brand recall and influence over customers' purchasing decisions. The brand is recognized for its simple advertising portraying India's essence through humor and memorable slogans.
Opportunities and Risks of Effective International Advertising StrategiesVictor Clar
This was my Bachelor Thesis, written in 2008 as a student of Betriebswirtschaft und Internationales Management at the University of Applied Sciences (Bremen - Germany).
This document discusses advertising, sales promotion, and public relations. It defines each area and explains major decisions involved in developing programs for advertising, sales promotion, and public relations. These include setting objectives and budgets, developing strategies, and evaluating effectiveness. Various tools used in advertising, sales promotion, and PR are also outlined.
This document discusses strategies for marketing electronic resources in libraries. It begins by noting the shift from print to electronic formats and the need for new marketing techniques. It then covers the marketing mix of product, place, pricing and promotion for libraries. Specific marketing tools described include training, open days, guides, newsletters, social media and alerts. Selection criteria for electronic resources include contribution to the library mission, demand, authenticity, cost and technical requirements. Challenges in marketing electronic resources and recommendations are also provided. The document emphasizes that marketing should be an essential, ongoing component of library services rather than an optional add-on.
International promotion strategies consider both global and local promotion approaches. The type of promotion used depends on the distribution systems in foreign markets. A company's country brand image and consumer habits in foreign cultures are also important factors to consider. Common mistakes in international promotion include losing sight of objectives, inappropriate targeting of audiences, and failing to deliver promised benefits. Case studies show how companies like IKEA and Under Armour have adapted their promotion strategies when expanding into new international markets like China.
This document discusses international sales promotion and advertising. It provides reasons for companies to engage in international markets, such as accessing growth opportunities and competing globally. It also discusses the international environment and advantages of international sales promotions. Key aspects of developing international advertising include standardizing products while localizing messages. Decision areas involve organization, agency selection, research, creative decisions, media selection, and coordinating integrated marketing communications tools. Factors to consider for sales promotions abroad include economic development, market maturity, perceptions, trade structure, and regulations.
This document discusses IP addressing and subnetting. It begins by explaining that an IP address has two components: a network address and a host address. It then describes the three classes of IP addresses (A, B, C) and how they divide the 32 bits between the network and host portions. The document goes on to provide examples of how to determine the number of subnets, hosts, and subnet ranges when borrowing bits from the host portion to create additional subnets in a Class C network.
Global advertising aims to market a product worldwide by treating the entire world as a single market, without accounting for local differences. International advertising involves setting up offices in other countries to cater products and marketing to each local market while still being owned by the parent company. When expanding a business globally, companies must decide whether a global or international strategy best suits their product. Global advertising works for large chains selling standardized products everywhere, while international advertising allows catering to local customs while still maintaining a unified brand across countries.
International advertising and promotionsJo Castillo
The document discusses key considerations for international advertising and promotional decisions. It identifies several factors that influence such decisions, including the economic, political/legal, cultural, and demographic environments in different countries. It also outlines steps in the international advertising process, from organization and agency selection to creative decisions, media selection, and coordination. The goal is to think globally but act locally by standardizing some elements while adapting messages to local conditions.
The document discusses reasons for the importance of international markets, such as stagnating domestic markets and opportunities for growth. It also covers various aspects of international advertising and promotion, including differences in cultural, economic, political and demographic environments across countries. Guidelines are provided for developing effective international advertising, promotion, and public relations strategies that consider these environmental differences.
The ASCI is a self-regulatory organization established in 1985 to ensure advertising in India is truthful, harmless and honest. It receives around 150 complaints annually which are reviewed by the Consumer Complaints Council. The CCC is composed of industry and public representatives and examines complaints to determine if ads violate ASCI guidelines. Several case studies are presented where the CCC ruled in favor of both complainants and advertisers. Self-regulation is advocated to avoid more stringent government oversight of advertising.
The document discusses various global competitive strategies that companies can employ, including platform strategies, network strategies, intermediary strategies, entrepreneur strategies, and investment strategies. It provides examples of how companies like Unilever, Nestle, and Amul have implemented these strategies globally and locally. The key takeaway is that coordinating competitive actions across borders is important for gaining global competitive advantage while achieving both standardization and customization.
This document discusses several key aspects of international advertising, including:
1) The challenges of language barriers, cultural differences, varying regulations, and infrastructure issues in different media markets.
2) The debate around standardizing vs adapting creative strategies globally and the barriers to standardization.
3) Factors to consider in setting global advertising budgets and choosing an advertising agency, such as percentage of sales, objectives, market coverage, and expertise.
This document discusses global distribution strategies and channels. It outlines objectives around understanding distribution structures and how they affect international marketing. It then describes the distribution process and various types of middlemen, including agents, merchants, export management companies, trading companies, complementary marketers, and government-affiliated middlemen. The document also discusses selecting and maintaining middlemen based on factors like cost, availability, control, coverage, character, and continuity. It notes current trends like e-commerce and alternatives to traditional channels.
Method of exporting affects international channel. Exporting can be done in two ways namely direct exporting and indirect exporting. Important foreign intermediaries in the export business include importers, retailers, distributors, wholesalers, government departments, joint ventures and licenses.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
Through subnetting, a network administrator can logically divide a single network into multiple subnets with fewer hosts on each. This reduces broadcast traffic across the entire network. The key concept is borrowing bits from the host portion of the IP address to create the subnet portion. For each address class, only a certain number of bits can be borrowed to create subnets while ensuring some bits remain for host IDs. Calculations using simple formulas allow determining the number of subnets and hosts per subnet available for any given subnet mask.
Sales promotion tools are used by manufacturers to increase product sales. These include free samples, premium offers, exchange schemes, price discounts, coupons, fairs and exhibitions, bonus points programs, money back guarantees, and scratch and win contests. While sales promotions boost short-term sales, they can also increase price sensitivity and reduce brand loyalty over time if overused.
This document discusses marketing channels and distribution. It defines marketing channels as the interconnected organizations involved in making a product available for consumption. Channels of distribution include multiple levels from manufacturers to consumers, such as wholesalers and retailers. Intermediaries are middlemen that take ownership of goods and sell them for profit. Key intermediaries discussed are wholesalers, retailers, and agent middlemen like brokers. Important factors in choosing distribution channels include product characteristics, market forces, institutional capabilities, and environmental considerations.
Distribution channels marketing management pptGanesh Asokan
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
International Marketing Communication and its process..promotional tools Radhika Arora
This document provides an overview of international marketing communications and promotional strategies. It discusses key concepts such as:
- The definition of integrated marketing communications as coordinating all marketing tools to maximize impact at minimal cost.
- How communication is important for export marketing to provide buyers with needed purchase decision information.
- Common objectives, metrics and steps for planning international promotional campaigns, including determining target audiences, budgets, and effectiveness measurements.
The document discusses physical distribution and distribution channels. It defines physical distribution as moving tangible products through distribution channels. Physical distribution management involves activities like order processing, inventory control, inventory location and warehousing, materials handling, and transportation. When designing marketing channels, marketers consider factors like setting distribution objectives, specifying distribution tasks, developing alternative channel structures, evaluating relevant variables, and selecting channel members. Channel structure dimensions include the number of levels, intensity at various levels, and types of intermediaries. Variables affecting channel structure are market variables, product variables, company variables, intermediary variables, and environmental/behavioral variables. The key is developing a channel structure that aligns with objectives and considers all relevant factors.
The document discusses the various activities and considerations involved in international marketing, including assessing foreign markets, developing standardized or adapted product strategies, pricing policies, promotion strategies dealing with issues like language and cultural differences, distribution channel options, and transportation logistics. It also examines factors that influence whether companies should standardize or adapt their branding and products for different international markets.
This document provides an overview of global marketing strategies and the external marketing environment. It discusses key aspects of the global marketing mix including product, price, promotion, and distribution strategies. It also covers topics like market segmentation, targeting, positioning, and analyzing the external environment through PEST analysis. The goal is to explain how to develop effective global marketing strategies and understand how the external environment impacts strategic decision making.
The document discusses various considerations for extending marketing internationally, including deciding whether to enter global markets, which specific markets to target, and how to enter those markets through options like exporting, licensing, joint ventures, or direct investment. It also covers adapting the marketing mix of product, price, promotion, and place for different cultural and economic environments in international markets.
The document discusses the components of international promotional mix and integrated marketing communications, which usually include advertising, sales promotion, trade shows, personal selling, and public relations. It also covers considerations for international advertising such as deciding whether to standardize or adapt messages and selecting effective media channels. The document provides examples of different promotional and advertising strategies used in international markets.
Internationalisation is about companies expanding beyond their home country in various ways to achieve goals of global efficiency, multinational flexibility, and worldwide learning. Companies pursue one of four strategies - global, multidomestic, transnational, or international. A transnational strategy aims to balance standardization and customization by having multidimensional perspectives, distributed interdependent capabilities, and flexible integrative processes. It pursues both global efficiency and local responsiveness through some centralized and some decentralized functions.
The document discusses the integrated marketing communications (IMC) planning process. It covers segmenting customers and markets, understanding competitors, setting communication objectives, determining budgets, and positioning products. The key steps in IMC planning include understanding the context, selecting target markets, defining objectives, and determining the appropriate mix of IMC components within budget constraints to meet strategic goals.
The document discusses strategies for building international brands, including defining brands, understanding customer perspectives, and factors for creating successful global brands. It also covers decisions around product design, branding, and developing brands globally by extending, adapting, or creating new products for international markets. The presentation aims to explain how to establish and grow brands internationally.
GM's global marketing and R&D aims to integrate research, development, and marketing functions across countries. It faces challenges in standardizing products and marketing mixes due to cultural, economic, regulatory, and competitive differences between nations. GM addresses this by configuring marketing variables like products, distribution, communication, and pricing according to each market segment's unique characteristics. It also locates research and development globally to tap into technology trends while integrating R&D, marketing, and production to efficiently develop new products tailored to local needs.
The key challenges in measuring PR effectiveness are:
- PR outcomes are often indirect and long-term, influencing perceptions over time rather than directly driving immediate sales.
- Many external factors also influence perceptions and purchasing decisions, making it hard to isolate the impact of PR alone.
- PR messages are often subtle and diffuse, reaching audiences through many different channels, making it difficult to track specific exposures or attribute changes to PR.
The most common measures used are relatively crude proxies rather than direct measures of PR's impact on overall objectives like sales, market share, or brand equity.
The document discusses various aspects of international marketing. It begins by defining international marketing as planning and conducting transactions across national borders to create exchanges that satisfy objectives. It then discusses reasons for companies to pursue global marketing such as growth and survival. The document outlines key international marketing decisions around whether, where, and how to enter foreign markets. It also discusses strategies like standardized vs adapted marketing mixes and creating international divisions or subsidiaries. Finally, it covers cultural considerations and examples of companies adapting their marketing approaches for different countries and regions.
The chapter discusses the cultural specificity of communication and challenges of standardizing versus localizing marketing internationally. It covers topics like protests against global brands, country-of-origin effects, and adapting advertising to different Asian markets. The concept of "glocalization" is introduced as a way to balance global and local elements in cross-cultural branding.
The document discusses considerations for marketing products outside of Canada. It begins by introducing Sandvine and their global telecom business. It then discusses why companies should go global and important considerations like language, culture, and regulations. It recommends thinking globally but starting locally by selecting a test country and developing localized marketing plans. The document also highlights opportunities in Africa, noting it is made up of 54 countries and discussing growing industries like mobile communications, applications, banking, and education. Key markets for future growth are identified.
- Bangkok Hospital focuses on medical tourism in Southeast Asia, offering healthcare that is much cheaper than in places like Singapore, Hong Kong, and Europe. It has expanded to 12 hospitals and other facilities across Thailand and neighboring countries.
- It positions itself as offering convenient and integrated healthcare solutions through its wide network of facilities and services. It differentiates based on its brand integrity and wide reach.
- The document discusses various global marketing strategies companies can take, including standardizing products/marketing, adapting products/marketing to local markets, or innovating new products/strategies in different markets. It also outlines factors to consider for market segmentation, targeting, and positioning.
Nestle was founded in 1867 and grew significantly through mergers and expansion across geographies and product categories. By 1982, Nestle had become the 25th largest international company with CHF 107.6 billion in annual sales. Nestle operated through local companies with autonomy, but was considering centralizing some marketing functions for greater coordination and economies of scale. Declining profits in the late 1970s led to a review of the organizational structure.
Unit 6:
International Advertising: Global environment in advertising, Decision areas in international advertising
Internet advertising: Meaning, Components, Advantages and Limitations, Types of Internet advertising
Industrial advertising: B 2 B Communication, Special issues in Industrial selling.
This document discusses the role of promotional mix elements in international marketing. It addresses four main elements: product, promotion, price, and place. For each element, it notes that companies must consider adapting their strategy to local needs and conditions versus standardizing globally. For product, it gives examples of how McDonald's and Coca-Cola adapt offerings in different countries. For promotion, it emphasizes adapting messages and strategies to local cultures, languages, and media environments. Pricing requires considering transportation costs, tariffs, exchange rates, and local incomes. Distribution or 'place' involves understanding different local distribution chains and partners in overseas markets. The document also provides brief definitions of sales promotion, public relations, and digital media as promotional mix tools
To what extent must the company adapt its products and marketing program to e...Sameer Mathur
The document discusses different strategies companies can take when adapting their marketing approach to foreign countries. It contrasts standardized vs adapted marketing programs. Standardized programs use the same marketing globally but ignore cultural differences, while adapted programs modify the approach for each local market. The best global brands are consistent in theme but reflect significant differences in consumer behavior and competitive forces between countries. Companies must consider adapting their products, branding, communications, pricing and distribution strategies when entering foreign markets.
This document provides an overview of key concepts in media planning, including:
- People are exposed to thousands of ads per day but only a small fraction create awareness or impressions.
- Media planning aims to select the right combination of media to effectively communicate a message to the largest potential customer audience at the lowest cost.
- The media planning process involves market analysis, setting objectives, developing and implementing strategies, and evaluation. Key considerations include target audience, geography, scheduling, reach and frequency, budget, and measuring effectiveness.
Internationaladvertising 090712091954-phpapp01ajeya k n
This document discusses several key aspects of international advertising, including:
- Global advertising encompasses areas such as planning, budgeting, messaging, and media decisions as well as dealing with local regulations and coordinating multi-country efforts.
- Language barriers can cause translation errors like carelessness, ambiguous meanings, and misunderstood idioms.
- Companies use various budgeting methods like allocating a percentage of sales, matching competitors, or tying budgets to specific marketing objectives and costs.
- Standardizing vs adapting creative strategies involves balancing scale, image consistency, addressing cultural/regulatory differences and "not invented here" attitudes.
This document discusses personal selling as a method of promotion. It defines personal selling as direct communication between a seller and buyer to facilitate an exchange. The stages of personal selling evolution are described from order-taking to determining customer needs. Factors that influence customer loyalty and the roles and responsibilities of salespeople are also outlined. The advantages and disadvantages of personal selling compared to other promotional methods like advertising are presented. Metrics for evaluating personal selling efforts, both quantitative and qualitative, are provided.
Sales promotion refers to direct inducements that offer extra value or incentives to consumers, sales forces, or distributors to encourage immediate sales. There are various vehicles for sales promotion, including samples, coupons, premiums, contests, and loyalty programs targeted at consumers, as well as trade allowances and cooperative advertising targeted at retailers. Sales promotion has increased due to factors like retailer power, declining brand loyalty, and competition. The objectives of consumer-oriented sales promotion are to increase brand consumption, obtain trial, defend current customers, and build brand equity, while trade-oriented objectives center around obtaining distribution, building retailer inventories, and maintaining trade support.
Direct marketing involves using media like direct mail, catalogs, telemarketing and direct selling to directly target potential customers. It has grown due to factors like the internet, changing consumer and market structures, and technological advances. Direct marketing combines tools like advertising, public relations, sales promotions and personal selling. It uses consumer databases to improve targeting and cross-selling. Common direct marketing strategies are one-step offers through a single medium or two-step offers using multiple media. Direct marketing offers advantages like selective reach, segmentation, frequency, flexibility and measurable effectiveness but also faces disadvantages like accuracy issues, rising costs and "do not contact" lists.
The document discusses how companies can integrate internet and social media into their integrated marketing communications (IMC) programs. It outlines objectives for using the internet such as creating awareness, generating interest, and disseminating information. It then discusses various internet marketing tactics including advertising, sales promotions, public relations, and direct marketing. Specific tactics covered include banner ads, paid search, behavioral targeting, rich media, email marketing, social media, and how these can be used as part of an IMC mix.
The document discusses the changing media landscape and strategies for developing effective media plans. Some key points include: 1) Traditional media will still be important but have a reduced budget share as new media like social media and mobile grow in influence. 2) Developing a media plan requires analyzing objectives and strategies for target audiences, scheduling, and creative aspects. 3) Media selection considers objectives, budgets, and product characteristics. 4) Reach and frequency goals must account for duplicated and unduplicated exposure across media.
This document discusses creative strategy implementation and evaluation. It covers advertising appeals and execution styles, including rational/informational, emotional/personal state appeals, and combining the two. It also discusses levels of relationships with brands, reminder advertising, execution techniques like straight sell, demonstration, comparison, and humor. Finally, it provides guidelines for evaluating creative output, checking that ads are consistent with objectives and communicate effectively to the target audience.
The document discusses various aspects of creative strategy and advertising creativity. It covers determining the creative message and tactics, different perspectives on creativity, determinants of creativity, creative processes, getting creative input, qualitative research input, storyboards, advertising campaigns, creative briefs, searching for major selling ideas like the unique selling proposition, image advertising, inherent drama, and positioning.
This document discusses setting objectives, planning, and budgeting for integrated marketing communications (IMC) programs. It defines marketing versus communications objectives and explains how to establish specific, measurable objectives based on understanding customer purchase funnels and how different communications tools can impact awareness, interest, and conversion at various stages. The document also covers methods for determining IMC budgets, including top-down versus bottom-up approaches and using marginal analysis to optimize spending levels. It provides examples of how companies assess return on investment for marketing activities.
This document discusses organizing for integrated marketing communications. It provides an overview of strategic marketing models and integrated marketing communications planning models. It outlines the key participants in the IMC process including advertisers, agencies, and media organizations. It then describes the services provided by different types of agencies including full-service agencies, direct marketing agencies, sales promotion agencies, public relations firms, and interactive agencies. The document concludes by discussing some major issues, challenges, and obstacles for implementing an integrated marketing communications approach.
This document provides an overview of integrated marketing communications (IMC). It discusses the IMC model which incorporates communication from the corporate, marketing, and individual marketing communication levels. The key aspects of IMC are that it is a strategic process used to plan, develop, execute, and evaluate coordinated marketing communication programs with various stakeholders. The goal is to generate both short-term financial returns and long-term brand value. Effective IMC requires consistency and coordination across all marketing communication tools and touchpoints with the target audience.
This document discusses communications theory and models of the communications process. It covers several key aspects of communication including the communications channels, the planning matrix, message encoding, and source attributes. The communications process involves a sender encoding a message and selecting a channel to send it through to a receiver. Factors like source credibility, attractiveness, power and the message appeal can influence how receivers process the information. Images are particularly good at conveying emotions.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Call8328958814 satta matka Kalyan result satta guessing➑➌➋➑➒➎➑➑➊➍
Satta Matka Kalyan Main Mumbai Fastest Results
Satta Matka ❋ Sattamatka ❋ New Mumbai Ratan Satta Matka ❋ Fast Matka ❋ Milan Market ❋ Kalyan Matka Results ❋ Satta Game ❋ Matka Game ❋ Satta Matka ❋ Kalyan Satta Matka ❋ Mumbai Main ❋ Online Matka Results ❋ Satta Matka Tips ❋ Milan Chart ❋ Satta Matka Boss❋ New Star Day ❋ Satta King ❋ Live Satta Matka Results ❋ Satta Matka Company ❋ Indian Matka ❋ Satta Matka 143❋ Kalyan Night Matka..
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Profiles of Iconic Fashion Personalities.pdfTTop Threads
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
Brian Fitzsimmons on the Business Strategy and Content Flywheel of Barstool S...Neil Horowitz
On episode 272 of the Digital and Social Media Sports Podcast, Neil chatted with Brian Fitzsimmons, Director of Licensing and Business Development for Barstool Sports.
What follows is a collection of snippets from the podcast. To hear the full interview and more, check out the podcast on all podcast platforms and at www.dsmsports.net
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Final ank Satta Matka Dpbos Final ank Satta Matta Matka 143 Kalyan Matka Guessing Final Matka Final ank Today Matka 420 Satta Batta Satta 143 Kalyan Chart Main Bazar Chart vip Matka Guessing Dpboss 143 Guessing Kalyan night
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
2. Reasons for the Importance
of International Markets
Domestic markets for many
products and services are stagnant
Many companies rely on foreign markets to survive,
particularly those with small domestic markets
International markets offer
growth opportunities for many companies
Competition has become global and
marketers must be able to compete globally
5. Top 10 Global Advertisers
International Advertising & Promotion
Rank Advertiser Outside U.S. Inside U.S.
1 Proctor & Gamble $6,364 $3,367
2 Unilever 4,965 752
3 L’Oreal 3,242 798
4 General Motors 1,442 2,232
5 Toyota Motor Corp. 2,181 1,022
6 Coca-Cola Co. 2,231 442
7 Johnson & Johnson 1,181 1,402
8 Ford Motor Co. 1,436 1,012
9 Reckitt Benckiser 1,842 544
10 Nestlé 1,696 618
Ad Spending in Millions of U.S. dollars
6. The International Environment
Economic Cultural
Environment Environment
International
Marketing
And
Promotional
Decisions
Demographic Political/Legal
Environment Environment
7. International Economic Environment
Economic environment
• Stage of economic development
• Economic infrastructure
• Standard of living
• Per capita income
• Distribution of wealth
• Currency stability
• Exchange rates
International Marketing
And Promotional Decisions
8. International Demographic Environment
International Marketing
And Promotional Decisions
Economic environment
• Size of population
• Number of households
• Household size
• Age distribution
• Occupation distribution
• Education level
• Employment rate
• Income level
9. International Cultural Environment
Cultural environment
• Language
• Lifestyles
• Values
• Norms and customs
• Ethics and moral standards
• Taboos
International Marketing
And Promotional Decisions
12. International Political/Legal Environment
International Marketing
And Promotional Decisions
Political/legal environment
• Government policies
• Laws and regulations
• Political stability
• Nationalism
• Attitudes toward multinational
companies
13. Advertising Aspects Subject to Regulation
Type of products that may be advertised
The content or creative approach used
The media advertisers are permitted to use
The amount of advertising one can use
The use of foreign languages in ads
Use of ad materials from outside the country
Use of local versus international ad agencies
The specific taxes levied on advertising
14. Global Marketer’s Dilemma
Should we offer Should we adapt
the same the product,
product, marketing, and
marketing, and advertising to each
advertising of several societies
throughout the throughout the
world? world?
15. Global Marketing and Advertising
Advantages
Economies of scale in production, distribution
Lower costs with less in planning and control
Lower advertising and production costs
Ability to exploit good ideas worldwide
Ability to introduce products quickly, worldwide
Consistent international brand, company identity
Simplification of coordination and control
16. Problems With Global Advertising
Differences in culture, market and economic
conditions make it difficult to use global advertising
Consumers’ needs and usage
Consumers needs and usage
patterns often vary by country or region
Media availability or usage may
vary by country or region
Legal restrictions may make it
difficult to develop an effective universal appeal
21. Decision Areas in International Advertising
Organization
Coordination of
Agency
Other
Selection
IMC Tools
Decision Areas
Advertising and
Media Selection Market
Research
Creative
Decisions
22. Centralization of International Advertising
Budgeting
Media Agency
Strategy Selection
Central
Authority
Campaign Creative
Development Strategy
Research
23. Decentralization of International Advertising
Campaigns
Creative
Region Media
One Research
Budgets
Campaigns
Creative
Central Region Media
Authority Two Research
Budgets
Campaigns
Creative
Region Media
Three Research
Budgets
24. Criteria for Selecting an Agency to Handle
International Advertising
1. Ability of agency to cover relevant
markets.
2. Quality of agency work.
3. Market research, public relations, and
other services offered by the agency.
4. Relative roles of company advertising
department and strategy.
5. Level of communication and control
desired by company.
26. Advertising Research
Information on demographic characteristics of
markets
Information on cultural differences such as norms,
lifestyles, and values
Information on consumers’ product usage, brand
attitudes and media preference
Information on media usage and audience size
Copy testing to determine reactions to different
types of advertising appeals and executions
Research on the effectiveness of advertising and
promotional programs in foreign markets
27. Creative Decisions
Creative decisions should be based on advertising
and communication objectives
Copy platforms must be
developed that include major selling ideas
Specific appeals and
execution styles must be selected
Appeals may have to be
adapted for local market conditions
34. Role of Public Relations in Global Marketing
Deal with local governments, media, trade
associations and the general public
Present the company as a good corporate citizen
Serve as part of the IMC program and help
market the product or service
Deal with specific issues and problems the
company may face in foreign markets
Relation to text This slide relates to the opening vignette to the chapter which discusses the emergence of China as a major consumer market. Summary Overview This slide shows an ad used by 7-Up in China. The market for soft-drinks is growing rapidly in China and brands such as 7-Up are being promoted heavily in the world’s most heavily-populated country. Advertising for 7-Up is handled by BBDO CUNAC Advertising Co. Ltd. which is a part of the BBDO Worldwide agency. As in the U.S., 7-Up is marketed to young people and promotes the brands sponsorship of cycling. The copy at the bottom of the ad promotes 7-Ups sponsorship of the Asian XGames. The Chinese characters at the top left of the ad show the 7-Up brand name (in the circle) and the copy translates to “Capable to compete” and “Enjoy all the way to the end.” Use of this slide This slide can be used to show how multinational companies such as marketing their brands in China. China is the world’s fastest growing market and soft drink companies as well as many other marketers are looking to China for growth, particularly their domestic markets are often stagnant.
Relation to text This slide relates to the material on pp. 635-637 which discusses the importance of global markets to many companies. Summary Overview This slide shows a print ad from the “Australian Invitation” global campaign developed by Tourism Australia to attract visitors to the country. Tourism Australia is the government agency responsible for the country’s international and domestic tourism marketing. The “Australian Invitation” campaign is designed to attract a market segment known as Experience Seekers who are experienced travelers who view travel as an important aspect of their lifestyle. The print ads in the “Australian Invitation” campaign use beautiful images showcasing the diversity of experiences across Australia in a range of geographical and environmental settings. This particular ad shows a picture of the world famous Sydney Opera House and harbor at night. Use of this slide This slide can be used to show how Tourism Australia markets the country as a tourist destination. Australia’s tourist industry is the major sector of its economy and relies heavily on visitors from around the world. As discussed in the text, many companies and industry must focus on foreign markets to survive as their domestic markets are very small.
Relation to text This slide relates to material on pp. 639-641 and Figure 20-2 of the text. Summary Overview This slide shows the factors that make up the international demographic environment. These factors are: Size of population Number of households Household size Age distribution Occupation distribution Education level Employment rate Income level Use of this slide This slide can be used to discuss the international demographic environment. Major demographic differences exist among countries as well as within them. Marketers must consider these factors as demographic information can reveal the market potential of various foreign markets and provide insight into the living standards and lifestyles in a particular country. This information can help companies plan IMC campaigns in these markets.
.
Relation to text This slide relates to the opening vignette to the chapter which discusses the emergence of China as a major consumer market. Summary Overview This slide shows an ad used by 7-Up in China. The market for soft-drinks is growing rapidly in China and brands such as 7-Up are being promoted heavily in the world’s most heavily-populated country. Advertising for 7-Up is handled by BBDO CUNAC Advertising Co. Ltd. which is a part of the BBDO Worldwide agency. As in the U.S., 7-Up is marketed to young people and promotes the brands sponsorship of cycling. The copy at the bottom of the ad promotes 7-Ups sponsorship of the Asian XGames. The Chinese characters at the top left of the ad show the 7-Up brand name (in the circle) and the copy translates to “Capable to compete” and “Enjoy all the way to the end.” Use of this slide This slide can be used to show how multinational companies such as marketing their brands in China. China is the world’s fastest growing market and soft drink companies as well as many other marketers are looking to China for growth, particularly their domestic markets are often stagnant.
Relation to text This slide relates to the material on pp. 647-48 of the text which discusses advertising for Nescafe instant coffee. Summary Overview This slide shows a print ad for NESCAFE President, which was used as part of the 25 th anniversary campaign for the brand in Japan. As discussed in the text, Nestle has to use different advertising strategies for Nescafe since the marketing situation for instant coffee varies by country. Nestle positions Nescafe President as a premium brand of instant coffee. The copy at the bottom of the ad reads beautiful coffee. Use of this slide This slide can be used to show how a marketer adapts its advertising to local markets. Nestle faces different situations regarding the ways consumers consume coffee and how they perceive instant coffee. Thus, they have to adapt their advertising to local markets rather than using a global campaign.
Relation to text This slide relates to material on pp. 643-646 and Figure 20-2 of the text. Summary Overview This slide shows the factors that make up the international political/legal environment. These factors are: Government policies Laws and regulations Political stability Nationalism Attitudes toward multinational companies Use of this slide This slide can be used to discuss the international political/legal environment which is one of the most important factors influencing the advertising and promotional programs. Many countries place restrictions on the advertising of various products such as cigarettes, liquor, and pharmaceuticals. Government regulations and restrictions can affect various aspects of a company’s advertising program as shown on the next slide.
Relation to text This slide relates to material on pp. 646-647 of the text. Summary Overview This slide shows the advantages of using a global marketing and advertising strategy which are: Economies of scale in production, distribution Lower costs with less in planning and control Lower advertising and production costs Ability to exploit good ideas worldwide Ability to introduce products quickly, worldwide Consistent international brand, company identity Simplification of coordination and control Use of this slide This slide can be used to discuss the advantages of using a global marketing strategy and advertising program. Advocates of global marketing and advertising contend that standardized products and advertising messages can be used since people everywhere basically want the same products and services and live the same way.
becoming more diverse, not less.
Relation to text This slide relates to the material on pp. 648-650, which discusses global advertising. Summary Overview This slide shows an ad from Swiss watchmaker TAG Heuer. The company feels that it is important to have a consistent advertising message and image in each country, therefore they use different celebrity ambassadors for various countries. The ad on the left was used in Japan and features race car driver Kimi Raiknonen who is very famous in the country. The ad on the right was used in India and features Sushmita Sen, one of the most popular actresses in the country. Use of this slide This ad can be used to show an example of a global campaign could be used effectively. Tag Heur uses a global campaign as the ads use the same layout, logo, product images, slogan and tagline. The only element of the ad that changes from country to country is the celebrity ambassador who appears in the ad.
Relation to text This slide relates to material on pp. 651-652 of the text. Summary Overview This slide shows the in-between approach to global advertising. This approach standardizes the product and basic marketing strategy, but localizes the advertising messages. Some agencies call this approach “Think globally, act locally.” Most messages are adapted to respond to: Differences in language Differences in cultural Differences in market conditions Pattern advertising is also used whereby ads follow the basic approach, but themes, copy, and visual elements are adapted to differences in local markets. Use of this slide This slide can be used to discuss the in-between approach to global marketing and advertising. This approach recognizes similar desires, goals, needs, and uses for products and services but tailors advertising to the local cultures and conditions of each market. Pattern advertising is commonly used to adapt messages to local markets.
Relation to text This slide relates to material on pp. 652-663 of the text. Summary Overview This slide shows the various organizational and functional decisions that need to be made by companies that are developing advertising and promotional programs for international markets. These decisions are: Organization Agency selection Advertising and market research Creative decisions Media selection Coordination of other IMC tools Use of this slide This slide can be used to introduce the various organizational and functional decisions that need to be made by companies when developing international advertising and promotional programs.
Relation to text This slide relates to material on pp. 652-654 of the text. Summary Overview There are various organizational options available to a company that is developing international advertising and promotional programs. This slide shows the centralization option which involves centralizing the international advertising and promotion function so that all decisions regarding agency selection, creative strategy, research, campaign development, media strategy, and budgeting are made at the firm’s home office or headquarters. Use of this slide This slide can be used to discuss the centralization option for organizing the advertising and promotions functions. Centralization is an appropriate option when market and media conditions are similar from one country to another, the company has only one or a few international agencies handling all of its advertising, the company can use standardized advertising, and the company desires a consistent image Centralization can also save money and reduce the number of staff needed.
Relation to text This slide relates to material on p. 654 of the text. Summary Overview This slide shows how a decentralized international organization might look and the various activities of each region. Under a decentralized organizational structure, marketing and advertising managers in each region have the authority to make their own advertising and promotional decisions. Local managers would be responsible for: Selecting ad agencies Selecting campaign themes Approving creative work Selecting advertising media Conducting research Developing budgets Use of this slide This slide can be used to demonstrate how a decentralized organization would look and the various decisions/responsibilities of each region. This approach is often used when companies believe local managers know the marketing situations in their countries the best. Decentralization also works well in small or unique markets where headquarters’ involvement is not worthwhile or advertising must be tailored to the local market.
Relation to text This slide relates to material on pp. 655-658 and Figure 20-3 of the text. Summary Overview This slide presents the first five of ten key criteria for selecting an agency to handle international advertising. One of the most important decisions for a firm engaged in international marketing is the choice of an advertising agency. Use of this slide This slide can be used to discuss the what goes into selecting an agency. Three basic alternatives include: 1) A major agency with both domestic and overseas offices, 2) An agency that, rather than having its own foreign offices or branches, is affiliated with agencies in other countries or belongs to a network of foreign agencies, and 3) A local agency for each national market in which it sells its products or services.
Relation to text This slide relates to material on pp. 655-658 and Figure 20-3 of the text. Summary Overview This slide presents five additional key criteria for selecting an agency to handle international advertising.
Relation to text This slide relates to material on pp. 658-659 of the text. Summary Overview This slide lists a number of areas where research on foreign markets can help firms make better advertising decisions. Use of this slide This slide can be used to discuss the important role research plays in the development of international advertising and promotion programs, helping managers make better, more informed decisions.
Relation to text This slide relates to material on pp. 659-660 of the text. Summary Overview The slide shows the creative decisions that need to be made for each market and some of the considerations in making them. These include: Creative decisions should be based on advertising and communication objectives Copy platforms must be developed that include major selling ideas Specific appeals and execution styles must be selected Appeals may have to be adapted for local market conditions Use of this slide This slide can be used to discuss the creative decisions that need to be made for each market. Creative strategy development for international markets is basically similar in process and procedure to that for domestic advertising.
Relation to text This slide relates to the material on pp. 659-660 of the text. Summary Overview This slide shows a print ad used in Viet Nam as part of the “Coca-Cola. Enjoy” global campaign. Coca-Cola announced a new strategy a few years ago giving managers in various regions and countries more freedom to adapt their marketing and advertising to local conditions. The new approach puts a stronger emphasis on creative executions that are tailored to regional and international markets. The company first used this new approach when it launched its “Coca-Cola Enjoy” advertising campaign in 2000. The new campaign for Coca-Cola Classic replaced the “Always” global campaign that the company used for the world’s leading soft drink for a number of years. The “Always” campaign pushed emotional benefits like the familiar Coke taste and authenticity. However, many potential consumers outside the U.S. did not have a long-term relationship with Coke to make the theme work well. Thus, Coca-Cola felt at new ad theme was needed for markets such as China and Viet Nam where the previous “Always” theme was vague and meant little to people without a life-long association to Coke and its feeling good benefits. Use of this slide This slide can be used to show how global marketers such as Coca-Cola often adapt their campaigns for local markets. Most young Asians consume Coke as a status symbol to look trendy and affluent and sales dropped dramatically in many countries when the Asian recession hit in the late ‘90s and continued into the new millennium. Coca-Cola executives feel that strategically, enjoy is more of an action word and takes the reasons for drinking a Coke from a badge of success to physical pleasure. The “Enjoy” campaign focuses on why it is a pleasure to drink Coca-Cola. The campaign also fits with the direction the company is going, which is to empower local managers and give them the freedom to adapt the campaign to their local markets. Coca-Cola advertising in the U.S. switched to the “Real” campaign for its Coke Classic brand in early 2003. However, the “Coca-Cola Enjoy” theme is still being used in some Asian countries.
Relation to text This slide relates to the material on pp. 661-662 and Exhibit 20-16 that discusses local media. Summary Overview This slide shows an ad for President magazine which is a publication that reaches top executives in Japan. Companies that are interested in reaching Japanese executives find this publication an effective way to reach these decisions makers and leaders. Use of this slide This slide can be used to show an example of local media that are available to marketers who want to reach individuals in a specific country. Many advertisers use local media to reach consumers as well as business people in specific countries.
Relation to text This slide relates to material on pp. 660-663 of the text. Summary Overview This slide shows the issues facing international advertisers in their media selection decisions. Some of these issues are: Widely differing characteristics Quality Coverage Restrictions Availability Cost Media information problems Availability Reliability Circulation Audience Cost Use of this slide This slide can be used to discuss the issues facing international advertisers in their media selection decisions. Because of the varying characteristics and information, the media strategy and selection can be one of the most challenging areas for international marketers.
.
Relation to text This slide relates to material on pp. 665-667 of the text. Summary Overview This slide shows the important differences among countries that marketers must consider when developing a sales promotion program. These differences are: Economic development – limitations on sales promotion in less developed countries Market maturity – will affect the type of sales promotion tool than can be used Consumer perceptions – how the sales promotion tool is perceived by consumers Trade structure – willingness of retailers to accommodate sales promotions Regulations – can restrict many sales promotion tools such as contest, coupons, samples Use of this slide This slide can be used to discuss the differences among countries that marketers must consider when developing international sales promotion programs. Sales promotion activity in international markets is growing due in part to the transfer of promotion concepts and techniques from country to country and part to the proliferation of media. Nonetheless, the vast differences among countries necessitate that sales promotion programs be adapted to local markets.
Relation to text This slide relates to the material on p. 665 and Exhibit 20-19. Summary Overview This slide shows a sample used by the WD-40 company to promote trial of its lubricant product in Russia. The headline on the sample says “One Can. One Thousand Uses.” WD-40 is a global brand that positions itself as a multipurpose problem solver that cleans, protects, penetrates, lubricates and displaces moisture. The company uses sampling programs in the U.S. as well as foreign markets to encourage trial and let consumers experience the versatility of the product. The sample package shown here was translated into 20 different languages and used in countries around the globe. Use of this slide This slide can be used to show how companies are using sales promotion tools such as sampling in various countries. Marketers are finding that sales promotion tools and techniques can work well in many different countries.
Relation to text This slide relates to material on pp. 669-670 of the text. Summary Overview Many companies involved in international marketing are recognizing the importance of using public relations to support and enhance their marketing and advertising efforts. This slide shows the role of pubic relations in global marketing, which is to: Deal with local governments, media, trade associations, and the general public Present the company as a good corporate citizen Serve as part of the IMC program and help market the product or service Deal with specific issues and problems the company may face in foreign markets Use of this slide This slide can be used to discuss the role and the activities of public relations in global marketing programs. Public relations are becoming increasingly more important as companies generally need a favorable image to be successful in foreign markets.