This document discusses various aspects of international marketing promotion including communication processes, elements of communication, methods of promotion, advantages, and promotion mix tactics. It provides an overview of key topics such as the purpose of international promotion being to develop credible communication about offers to wider audiences. Common promotion methods discussed include advertising, public relations, sales promotions, direct marketing, and personal selling.

1. International Marketing
Group Members
Faisal Shehzad 38
AAdil Shoaib 43
Muzafar Abass 41

2. Marketing Communication
Marketing communication is the means by
which firms attempt to inform, persuade,
and remind consumers, directly or
indirectly, about the products and brands
they sell.

3. Communications Process
Sender Encoding
Message
Media
Decoding Receiver
ResponseFeedback
Noise

4. Elements in Communication Process
1) Sender- Someone who is sending the message. The maker of the brand is
the sender of the advertising message.
2) Encoding- When we address someone, we use language, visuals, body
gestures to communicate. All these are called symbols. The process of putting
our thought into symbolic forms is called encoding.
3) Message- The symbols themselves constitute the message. Hence the
visuals, headline, body copy, tag line, brand name, logo all are the parts of the
message.
4) Media- The channel used for sending the message across to the receiver
(customer) is called medium (or media).
TV is an audio visual medium
Radio is an audio medium

5. 5) Decoding- Once we receive the message we start interpreting it. The
process of giving a meaning to all these symbols is called decoding.
6) Receiver- A receiver is one who reads/listens/ hears the message of the
communicator.
7) Response- After having read the ad, I will react to the message. My reaction
could be objective (if I accept what the sender of the message is saying) or
negative (if I don’t accept).
8)Noise-The unplanned distortions or interference of die message is termed as
‘noise.’ A message is subjected to a variety of external factors that distort or
interfere, its reception.
9) Feedback- Every communicator waits to know whether the message
(a) has reached the target audience or not
(b) whether it has been accepted or not.

6. International promotion is promoting the business world widely or
it is the marketing carried out by companies across national
borderlines.
Key function-
developing and spreading credible communication about an offer
(product / service).

7. Features of international Promotion
•Multi lingual advertisements.
•Wider platform for all the products and services.
•Wider brand awareness through different medias
(internet/magazines / T.V/ Radio).
•Advertising campaigns on a large scale

8. Methods of international promotions
Below the line promotion
includes promotion methods which are more personal, traditional
and allow the company’s control.
They include:
Public Relations
Sales promotions
Sponsorships
Direct sales
Trade Shows

9. Methods of international Promotion
Above the line promotion includes promotion methods using "mass
media“. Such techniques are usually seen as impersonal, designed to
reach as many people at as little cost as possible.
They include;
TV/Radio
Newspapers
Websites
Outdoor/Transport

10. Uses of international promotion
International promotion has many potential uses in business:
Increase sales
Attract new customers
Encourage customer loyalty
Create awareness
Remind potential customers
Encourage new customers
Encourage brand switching

11. Stages of international promotion
Identify Target Audience
Which area , category, purpose will be decided
Determine Communication Objectives
Identifying the most important promoting objectives
(sales / demand/ Expanding/ market shares )
Determine the Message
Deciding the structure format of message, message source.
Budget Decisions
Deciding the estimated cost of promotional activities
Communication Mix Decisions
The media & method of promotional activities

12. Advantages
Businesses promote themselves internationally and for various
reasons:
•increase and maintain demand for the product.
•increase and maintain the market share of the product.
•raising awareness for the product
•create or enhance a brand image.
•expand by promoting new areas.

13. PROMOTION MIX
Specific combination of promotional methods such as
print or broadcast advertising, direct marketing,
personal selling, point of sale display, merchandising,
etc., used for one product or a family of products.

14. Six main Promotion Tactics
1. ADVERTISING
2. SALES PROMOTION
3. PUBLIC RELATIONS
4. PERSONAL SELLING
5. PUBLICITY
6. DIRECT MARKETING

15. Advertising….
Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor.
E.g.: print and broadcast Ads,
brochures and leaflets, billboards,
display signs symbols and logos
etc...

16. Sales Promotion
A variety of a short term
incentives to encourage trial or
purchase of a product or
services.
E.g.: sampling, gifts, coupons,
demo, rebates ,etc…

17. Sales Promotion Techniques
• Money off
• Bonus packs
• Free in or on-pack gifts
• Free in-the-mail offers
• Free samples
• Coupons
• Competitions
• Draws

18. What is Direct Marketing
Direct marketing is the use of consumer-
direct channels to reach and deliver goods and
services to customers without using market
middlemen.

19. Direct Marketing Channels
• Direct-response adverts on television / radio
• Mail order catalogues
• E-commerce
• Magazine inserts
• Direct mail
• Telemarketing

20. PUBLIC RELATIONS
“The planned and sustained
effort to establish and
maintain goodwill and
mutual understanding
between an organization and
its publics”.
Public relations activities
include, press releases.
company literature, videos,
websites and annual reports.

21. PERSONAL SELLING
• Personal selling is oral communication
with potential buyers of a product
with the intention of making a sale.
The personal selling may focus initially
on developing a relationship with the
potential buyer, but will always
ultimately end with an attempt to
"close the sale“
• e.g. sales presentations, sales
meeting, incentive programs, fairs and
trade shows.

22. PUBLICITY
Publicity refers to non-personal
communications regarding an
organization , product , service , or idea
not directly paid. It usually comes in the
form of news story , editorial , or
announcement about an organization
and/or its products and services.
Techniques used to gain publicity include
news releases , press conferences ,
feature articles , photographs , films ,
and videotapes.

23. Types of Publicity
 Active Publicity
Reaching out to people to try to get them interested
 Passive Publicity
Publicity that “just happens’’ without your intervention
 Positive Publicity
Tends to motivate others
 Negative Publicity
Rumors and false information
 Adverse Publicity
Bad or non-desired publicity

24. Outcomes of Publicity
• Attention
• Visibility
• Market Share
• Recognition
• Branding

25. Dealing with Negative Publicity
Do’s….
• Open all communication lines
• Select a spokesperson
• Be empathetic
• Stay calm
DON’T’s
• Hesitation
• Confrontation
• Pontification
• Retaliation