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.
Promotional strategy involves identifying the target audience, determining communication objective, determining the message, budget decisions, and communication mix decision. Participating in international trade fairs and exhibitions also help bring in customers. Personal selling is the most advantageous method of marketing communication.
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Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
Promotional strategy involves identifying the target audience, determining communication objective, determining the message, budget decisions, and communication mix decision. Participating in international trade fairs and exhibitions also help bring in customers. Personal selling is the most advantageous method of marketing communication.
For more such innovative content on management studies, join WeSchool PGDM-DLP Program: http://bit.ly/ZEcPAc
Corporate Brand Strategy development including Brand Architecture based on a modified David Aaker model. Includes value proposition and brand position development.
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
ย
ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
Made according to CBSE guidelines . โScreening advertisements in newspapers/
magazines, and through radio and TV
programmes and reporting on the differences
in appeal of different media of advertisingโ . Includes questionnaire , pictures , summaries , conclusion .
An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives.
Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
ADVERTISING MANAGEMENT -UNIT 1 BBA III SEMMansi Tyagi
ย
ADVERTISING MANAGEMENT -UNIT 1
BBA III SEM SYLLABUS:
Advertising: Introduction, Scope, importance in business: Role of advertising in social and economic development of India: Ethics and truths in Indian Advertising.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
Made according to CBSE guidelines . โScreening advertisements in newspapers/
magazines, and through radio and TV
programmes and reporting on the differences
in appeal of different media of advertisingโ . Includes questionnaire , pictures , summaries , conclusion .
An advertising budget is the money a company is willing to set aside to accomplish its marketing objectives.
Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product.
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.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
ย
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website โ www.pmday.org
Youtube โ https://www.youtube.com/startuplviv
FB โ https://www.facebook.com/pmdayconference
Improving profitability for small businessBen Wann
ย
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Putting the SPARK into Virtual Training.pptxCynthia Clay
ย
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
ย
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
ย
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.๐คฏ
We will dig deeper into:
1. How to capture video testimonials that convert from your audience ๐ฅ
2. How to leverage your testimonials to boost your sales ๐ฒ
3. How you can capture more CRM data to understand your audience better through video testimonials. ๐
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
ย
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. Youโll also learn
โข Four (4) workplace discipline methods you should consider
โข The best and most practical approach to implementing workplace discipline.
โข Three (3) key tips to maintain a disciplined workplace.
"๐ฉ๐ฌ๐ฎ๐ผ๐ต ๐พ๐ฐ๐ป๐ฏ ๐ป๐ฑ ๐ฐ๐บ ๐ฏ๐จ๐ณ๐ญ ๐ซ๐ถ๐ต๐ฌ"
๐๐ ๐๐จ๐ฆ๐ฌ (๐๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง๐ฌ) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
๐๐ ๐๐จ๐ฆ๐ฌ provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
โญ ๐ ๐๐๐ญ๐ฎ๐ซ๐๐ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ๐ฌ:
โข 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
โข SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
โขFreenBecky 1st Fan Meeting in Vietnam
โขCHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
โข WOW K-Music Festival 2023
โข Winner [CROSS] Tour in HCM
โข Super Show 9 in HCM with Super Junior
โข HCMC - Gyeongsangbuk-do Culture and Tourism Festival
โข Korean Vietnam Partnership - Fair with LG
โข Korean President visits Samsung Electronics R&D Center
โข Vietnam Food Expo with Lotte Wellfood
"๐๐ฏ๐๐ซ๐ฒ ๐๐ฏ๐๐ง๐ญ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ, ๐ ๐ฌ๐ฉ๐๐๐ข๐๐ฅ ๐ฃ๐จ๐ฎ๐ซ๐ง๐๐ฒ. ๐๐ ๐๐ฅ๐ฐ๐๐ฒ๐ฌ ๐๐๐ฅ๐ข๐๐ฏ๐ ๐ญ๐ก๐๐ญ ๐ฌ๐ก๐จ๐ซ๐ญ๐ฅ๐ฒ ๐ฒ๐จ๐ฎ ๐ฐ๐ข๐ฅ๐ฅ ๐๐ ๐ ๐ฉ๐๐ซ๐ญ ๐จ๐ ๐จ๐ฎ๐ซ ๐ฌ๐ญ๐จ๐ซ๐ข๐๐ฌ."
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Refer to header: International advertising and culture Advertising to come extent a cultural phenomenon. When advertising appeals are not in sync with the local culture, the campaign will falter. In the worst-case scenario, the advertisement might even stymie the advertised productโs sales. Effective advertisement campaigns also do a great job in leveraging local culture phenomena.
Refer to header: International advertising and culture As you have seen in previous chapters, language is one of the most formidable barriers that international advertisers need to surmount. Many marketing communication efforts have misfired because of language-related mishaps. Apart from translation another challenge is the proper interpretation of ideas.
Refer to header: International advertising and culture Many of the trickiest marketing communication issues occur in the domain of religion. In Saudi Arabia, for example, because of Islamic practices for feminine modesty, face veils are used. Hence, only veiled women can be shown from the front in television advertisements. As you can imagine, such restrictions lead to horrendous problems for hair care advertisers.
Refer to header: International advertising and culture Political sensitivities are also crucial. Just as with language barriers, advertisers can escape falling into cultural traps by getting input from local staff, distributors or advertising agency people. One framework that helps with studying the influence of culture on international advertising is the Hofstede cultural grid discussed in Chapter 4. Although such cultural schemes can be useful, it is important to bear in mind that value systems change over time. Otherwise, marketers risk falling into the trap of cultural stereotyping.
Refer to header: International advertising and culture This figure shows how, for instance, the Hofstede grid can be handled to assess the suitability of comparative advertising campaigns where one brand is contrasted with a competing brand. The upper left-hand quadrant is the combination of collectivism/feminine values. In group orientated culture, comparison with the competition is not acceptable because the other party risk losing face. For feminine cultures, comparative advertising is too aggressive. Moving to the right there is mixture of collectivism and masculinity. Overt comparative advertising that focuses on competing brands is again limited because of the โlosing faceโ issue.
Refer to header: Setting the international advertising budget One of the delicate decision that marketers face when planning their communication strategy centres around the โmoneyโ issue. In 2008, global media spending was US$459 billion, of which $162 was spent on media in the United States, $115 billion in western Europe and $116 billion in Asia-Pacific markets.
Refer to header: Setting the international advertising budget The rule based on percentage of sales is the most widely used method as it simply sets the overall advertising budget as a percentage of sales. The base is either past or expected sales revenues. The principle of the competitive parity rule is extremely simple: use the competitors advertising spending as a benchmark. Share of Voice โ brand advertising as a share of total advertising
Refer to header: Setting the international advertising budget The most widely used budgeting method is the so-called objective-and-task method. Conceptually, this is also the most appealing budgeting rule: marketing communication efforts are treated here as a means to achieve the advertiserโs stated objectives. The budgeting process also involves the allocation of resources across the different countries. At one extreme are organisations such as Microsoft and FedEx, where each country subsidiary independently determines how much should be spent within its market and then request the desired resources from headquarters. This is known as bottom-up budgeting. Top-down budgeting is the opposite approach, whereby head-quarters sets the overall budget and then splits up the pie among its different affiliates.
Refer to header: Creative strategy One of the thorniest issues that marketers face when developing a communication strategy is the choice of a proper advertising theme. The major elements of a campaign are the message (strategy, selling proposition, platform) and the execution.
Refer to header: Creative strategy This table highlights some advantages and disadvantages of global advertising. Organisations that sell the same product in multiple markets need to establish how much their advertising campaign should be standardised. Standardisation means the one or more elements of the communication campaign are kept the same.
Refer to header: Creative strategy What makes the case for standardisation so compelling in the eyes of many marketers? A variety of reason have been offered to defend global, if not pan regional advertising campaigns. The major ones are: Economies of scale Consistent image Global consumer segments Cross fertilisation
Refer to header: Creative strategy Given the list of arguments for standardisation, advocates of adaptation can easily compile an equally compelling list for adaptation. The four major barriers to standardisation relate to cultural differences, advertising regulations, differences in the degree of market development and the โnot invented hereโ (NIH) syndrome.
Refer to header: Creative strategy Marketers may adopt several approaches to create international advertisements. At one extreme, the entire process may be left to the local autonomous subsidiary or distributor, with only minimal guidance from headquarters. At the other extreme, global or regional headquarters makes all the decision, including all the nitty-gritty details surrounding the development of advertising campaigns. Universal advertising โ most often, the creative strategy is produced by an advertising agency from its head office and then โuniversallyโ adopted without, or with little, local office inputs. Prototype advertising โ detailed advertising guidelines concerning the advertisingโs execution are given to the local or regional affiliates.
Refer to header: Creative strategy With platform advertising, headquarters spells out guidelines on the positioning theme (platform) and the brand identity to be used in the advertisements.
Refer to header: International media decisions Another task that international marketers need to confront is the choice of the media in each of the countries where the organisation is doing business. In some countries, media decisions are much more critical than the creative aspects of the campaign.
Refer to header: International media decisions Availability of media is a major limitation in many markets. The lack of standard media options challenges marketers to use their imagination by coming up with โcreativeโ options. Pinpointing some major trends illustrates the rapid changes in the media landscape. Growing commercialisation and deregulation of mass media. Shift from radio and print to television advertising Rise of global and regional media Growing spread of interactive marketing Growing popularity of text messaging Improved monitoring Improved television viewership
Refer to header: Advertising regulation International advertising in unfamiliar environments can be a minefield for potential advertisers. A major roadblock that global marketers face is the bewildering set of advertising regulations they need to cope with in foreign markets.
Refer to header: Choosing an advertising agency Most multinational corporations rely heavily on the expertise of an advertising agency to develop large advertising campaigns in consultation with in-house marketing departments. In selecting an agency, the international marketer has several options: Work with the agency that handles the advertising in the organisationโs home market Pick a purely local agency in the foreign market Choose the local office of a large international agency Select an international network of advertisement agencies that spans the globe
Refer to header: Coordinating international advertising International advertising approaches often require a great deal of coordination and communication among the various subsidiaries. Several mechanisms that can be used to make this easier are: Monetary incentives Advertising manuals International global meetings
Refer to header: Other elements of the marketing communication mix For most organisations, media advertising is only one part of the marketing communication package. Although advertising is the most visible form, other communication tools often play a vital role in an organisation's international marketing communication mix strategy.
Refer to header: Other elements of the marketing communication mix Sales promotions refer to a collection of short-term incentive tools that lead to quicker or larger sales of a particular product by consumers or the trade.
Refer to header: Other elements of the marketing communication mix For most organisation, the sales promotion policy is a local affair. Several rationales explain the local character of promotions: Economic development Market maturity Cultural perceptions Trade structure Government regulations
Refer to header: Other elements of the marketing communication mix Direct marketing presents various forms of interactive marketing where the organisation uses media that enable it to gain direct access to the end-consumer and to establish a one-to-one relationship.
Refer to header: Other elements of the marketing communication mix Direct marketing is growing rapidly internationally, and many organisations have been able to successfully transplant their direct marketing model to other markets.
Refer to header: Other elements of the marketing communication mix Sponsorship is one of the fastest-growing promotional tools. Major sponsors of the 2010 Long Olympic Games paid many millions for their sponsorship rights. Why? The Olympic Games is the biggest sporting spectacle in the world. Its worldwide partners include: Acer, Coca-Cola, General Electric, McDonalds, Omega, Panasonic, Samsung and Visa.
Refer to header: Other elements of the marketing communication mix Trade shows (also trade fairs or trade exhibitions) are a vital part of the communication package for many international business-to-business marketers. Trade shows tend to have a small direct sales effect โ the sales coming from visitors of the trade show booth โ and large indirect impacts on the exhibitionsโ sales.