This document discusses integrated marketing communications and international advertising. It covers promotional mix, sales promotions, public relations, and advertising in international markets. Cultural differences must be considered when developing advertising campaigns for international markets. The message must be encoded and transmitted through appropriate media channels for the target culture. Legal, linguistic, cultural, production and cost constraints also vary between countries and must be addressed. Selection of advertising agencies depends on needs for local expertise or global sophistication.

1. Integrated marketing communications and
international advertising
INTERNATIONAL MARKETING

2. Integrated marketing communications - IMC
Advertising
Sales promotions
Trade shows
Personal and direct sales
Public relations - PR
guides.nyu.edu www.crecenegocios.com www.iko-system.com www.emaze.com www.penguinpr.co.uk
Promotional mix
Successful sale of a
product or a service,
achiving synergies
among them.

3. Sales promotions in international markets
Sales promotions are marketing activities that stimulate consumer purchases and improve
retailer or middlemen effectiveness.
 Cents off
 In-store demonstrations
 Samples
 Coupons
 Gifts
 Contests
Supplement advertising
and personal selling in the
promotional mix.
Short term efforts aimed to
customer or retailer to
achieve specific objectives.
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Low market share
Local
adaptation
is required

4. International public relations
Create good relationships with the popular press and other media to help companies
communicate messages to their publics.
(Customers, general public and governmentalregulators).
Not only covering
positive stories but
also managing
negative rumors
and situations.
https://youtu.be/hFvGBdnTuAE
PR Agencies are needed to:
- Deal with international problems.
- Create an international profile.

5. International advertising
It’s the element of the promotional mix with the highest influence of cultural differences.
Customers respond in terms of their culture, style, feelings, value systems, attitudes, beliefs and
perceptions.
https://www.youtube.com/watch?v=79J36377nBk&feature=youtu.be
Translate the qualities of
products and services in
terms of consumer needs,
wants and desires.
All advertisement characteristics
must coincide with cultural norms.

6. How?
Perform
marketing
research.
Specify the goals
of
communication.
Develop the most
effective message
for the market
selected.
Select effective
media.
Compose and
secure a Budget.
Execute the
campaign.
Evaluate the
campaign.

7. Advertising strategy and goals
Advertisement goals vary among the countries.
For strategy…
 Authorities
Use of singe or multiple agencies
Media selection
Standardization or adaptation of campaigns
www.dirtyhandsmarketing.com www.todaytranslations.com

8. PRODUCT ATTRIBUTE AND BENEFIT
SEGMENTATION
A market offering really is a set of satisfactions or
utilities the buyer receives, including the primary
function of the P/S, along with many other
benefits that mean value for customers.
Expected benefits vary among the countries:
Each market has its own differences so are its
perceptions and responses.
REGIONAL SEGMENTATION
Media is covering regions
Standardized advertising efforts.
Avoid confusion associated with brands and
messages of one unique product.
https://youtu.be/zx1IvvLuuEI
Excellent pictures
Easy operation
Excellent pictures
State of the art design
Take pictures

9. Global advertising and communication process
“Develop the most effective message for the market selected” Creative challenge.
1. An information source: A product message to communicate.
2. Encoding: Converted message into effective symbolism for transmission.
3. A message cannel: Advertising media that transmit the encoded message to receiver.
4. Decoding: Interpretation by receiver of the symbolism.
5. Receiver: Consumer action by those who receive the message.
6. Feedback: Information about effectiveness of the message (Flows from receiver to information source).
7. Noise: Uncontrollable and unexpected influences such as competitive activities or confusión.
Encode the message
taking into account the
cultural distance.
SRC Avoid misunderstandings
https://www.youtube.com/watch?v=zJENOWWdzzs

10. LEGAL CONSTRAINTS
Comparative advertising laws vary between
countries.
 Implicit and Explicit
Pharmaceutical articles, cigarrettes, liquor
and toys are limited.
Limited time for advertising per day or hour.
Social issues are forbidden.
Subliminal publicity.
LINGUISTIC LIMITATIONS
Languages are different among the countries
and even within one country.
• Be careful with translations.
• Be aware of idioms.

11. CULTURAL DIVERSITY
International advertising can fail if marketers
don’t understand the language and culture.
Cultural factors determine the perception of
certain phenomena.
The perception of the message varies.
PRODUCTION AND COST
LIMITATIONS
Availability
Cost
Coverage
Lack of information about the market:
Measure the coverage and how is composed the
audience.
America Japan
Different around the world

12. NEWSPAPER
The number of competitors is different
among countries.
Limitations between the advertising and
editorial content.
Paper shortage.
MAGAZINES
Their use by international advertisers is low.
Few magazines have a large circulation.
Magazines accept many advertisements and
then they decide which advertisements are
going to be included.
MEDIA
Decrease their participation as print media

13. RADIO AND TELEVISION
Its value comes from its inherent
entertainment.
Radio is an important medium because it
covers bigger market segments.
More regulated
High costs
To identify and measure their audience is a
difficult process.
MAIL
It is an important medium when there are no
other media.
MEDIA (2)

14. INTERNET
•Its popularity is increasing.
• Virtual stores
• Social media
•Less limitations.
 Limited coverage
 Medium or large incomes, higher level of
education and Young people.
OTHER MEDIA
https://www.youtube.com/watch?v=_LSol7zvkGI&feature=youtu.be
MEDIA (3)
•Cinema – Product placement
•Posters
•“Carvertise”: Painted private cars (Moving
billboards).

15. Campaign execution and advertising agencies
The development and execution of advertising campaigns are managed by advertising agencies.
Domestic agency: Gives a better approach to the culture but low sophistication.
Multinational agency: Low experience in many countries but high sophistication.
The best offer is a multinational agency with different affiliates around the world.
https://youtu.be/WJffi1TgM2M