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Marketing Communication-4 - Global IMC
This document appears to be part 4 of a marketing course on global integrated marketing communications (IMC). It discusses some of the cultural challenges advertisers face in global marketing, including language and cultural barriers. It also covers topics like brand knowledge, media decisions in a global context, and different types of advertising regulations in different markets. The document is presented by Danny Abramovich and appears to be from a website on developing marketing plans.
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Marketing Communication-4 - Global IMC
- 1. Marketing Communication Global IMC Part FOUR out of Four Danny Abramovich Marketing Plan Specialist 1 www.marketingPlanNOW.com Global IMC
- 2. Course Introduction, MainTopics Background: CB ü Human Communication ü Marketing Communication Creativity ü Integrated MarCom ü Global IMC 2 www.marketingPlanNOW.com Global IMC
- 3. 5. Global IMC4Definition Global IMC is . . . 0. Background: CB 3. Creativity 3 1. Communication 4. Integrated MarCom www.marketingPlanNOW.com Global IMC 2. MarCom 5. Global IMC
- 4. 5. Global IMC4 Introduction There are many cultural challenges that advertisers face in global marketing. 4 www.marketingPlanNOW.com Global IMC
- 5. 5. Global IMC4 Barriers • Language Barriers – Language is a major barrier in global IMC! – Two types of translation errors can occur in international marketing: • Multiple-meaning words • Idioms • Other Cultural Barriers – Religion! 5 www.marketingPlanNOW.com Global IMC
- 6. 5. Global IMC4 Barriers 6 www.marketingPlanNOW.com Global IMC
- 7. 5. Global IMC4Brand Knowledge Brand Complexity Non-Product-Related Non-Product-Related Brand Brand (e.g., Price, Packaging, (e.g., Price, Packaging, Recognition Recognition User and Usage Imagery) User and Usage Imagery) Brand Brand Awareness Awareness Brand Brand Attributes Attributes Recall Recall Product-Related Product-Related (e.g., color, size, (e.g., color, size, design features) design features) Brand Brand Knowledge Knowledge Types of Types of Brand Associations Benefits Benefits Functional Brand Associations Functional Brand Brand Image Symbolic Symbolic Image Strength and Overall Strength and Overall Uniqueness of Uniqueness of Evaluation Evaluation Experiential Experiential Brand Association Brand Association (Attitude) (Attitude) 7 www.marketingPlanNOW.com Global IMC
- 8. 8 www.marketingPlanNOW.com Global IMC
- 10. 5. Global IMC4 Media Decisions + Growing deregulation of media. + Rise of global and regional media. + Growing spread of interactive marketing. + Growing popularity of text messaging. + Improved TV-viewership measurement. - Media infrastructure is not uniform. - Media availability is often a limitation. 10 www.marketingPlanNOW.com Global IMC
- 12. 5. Global IMC4 Ad Regulations • The major types of advertising regulations include: – Advertising of “Vice Products” and Pharmaceuticals. – Comparative Advertising. – Content of Advertising Messages. – Advertising Targeting Children. – Other Advertising Regulations: Issues of local languages, tax issues, and advertising rates. 12 www.marketingPlanNOW.com Global IMC
- 13. 5. Global IMC 13 Next Issue: In-class Presentations www.marketingPlanNOW.com Global IMC
- 14. Marketing Communication Global IMC Part FOUR out of Four Danny Abramovich Marketing Plan Specialist 14 www.marketingPlanNOW.com Global IMC
- 15. www ing m arket plan now com