"International Advertising and Integrated Marketing Communications"
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 product 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 Summary • 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 world. • Advances in communication technologies are causing dramatic changes in the structure of the international advertising and communications industries.