International Advertising and Integrated Marketing Communications

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					        International Advertising and Integrated Marketing Communications

                              Chapter Learning Objectives
•   Global vs. Local Advertising
•   Developing Global Campaign
•   Global-Local Decision
•   Global Media Strategy

• Standardize or Customerize or Modularize???
                                Global vs. Local Decision
•   Cost savings
•   Branding
•   Target market
•   Market conditions
     – Stages in product life cycle
     – COO perception
     – Stages in economic development cycle
•   Regulatory Environment:
     – Example: China Advertisement Law
        • Restrictions on outdoor advertisements
        • Superlative adjectives are banned
        • No Ads for Offensive products during meal times
        • pharmaceutical advertisements
•   Cultural differences:

                        Developing Global Campaign
• Standardize or Customerize or Modularize???
• Modularized Approach to global advertising:
   – Select some features as standard for all its advertisements while localizing
     other features

• Global Theme Approach
    – The use of an advertising campaign in which a single advertising theme is
      utilized in all markets but is varied slightly with each local execution

                          Top 20 Global Advertisers ($ millions)
•   Insert Exhibit 16.1

                                 Global Media Strategy
•   Media availability
    – Radio
    – Television
    – Billboards
    – Cinemas
    – Internet
    – Direct mail
    – Mobile device
                                Global Media Strategy
•   Media habits
    – Media penetration
    – Literacy level
    – Cultural factor
                                 Media Habit in China

                                Global Media Strategy
•   Global Media

                        Integrated Marketing Communication

                             Pull vs. Push Strategies
• Pull Strategy is a promotional strategy directed at the final buyer or end user of
  a product or service
• characterized by a relatively greater dependence on promotion, including sales
  promotions and advertising
• Typical for consumer-goods firms
   – Access to advertising media
   – Channel length
   – The leverage the company has with the distribution channel

                               Pull vs. Push Strategies
•   Push Strategy focuses on the distributors of a product
•   Incentives are offered to wholesalers or retailers to carry and promote a

                                     Personal Selling
•   How extensively personal selling is used?
     – Complexity of a product
     – Costs
•   Two types:
     – International selling: B to B
    – Local selling: B to C
                                International Selling
                                    Local Selling
•   Role of local sales force
•   Control
•   Foreign sales practices
                                 Public Relations
                            Types of Sales Promotions
                          Can Sales Promotion Go Global?
•   Local focus
•   Country restrictions on some forms of sales promotions

•   An integrated marketing communications (IMC) program includes coordination
    among advertising, sales management, public relations, sales promotions, and
    direct marketing.
•   Currently companies are basing their advertising strategies on national,
    subcultural, demographic, or other market segments.
•   The major problem facing international advertisers is designing the best
    messages for each market served.
•   The availability and quality of advertising media vary substantially around the
•   Advances in communication technologies are causing dramatic changes in the
    structure of the international advertising and communications industries.