国际市场营销课件英文版chapter12

,Integrated Marketing Communications and International Advertising,Chapter 12,Chapter Learning Objectives,1. Local market characteristics that affect the advertising and promotion of products,2. The strengths and weaknesses of sales promotion and public relations in global marketing,3. When global advertising is most effective; when modified advertising is necessary,Chapter Learning Objectives,4. The effects of a single European market on advertising,5. The communication process and advertising misfires,6. The effect of limited media, excessive media, paper and equipment shortages, and government regulations on advertising and promotion budgets,Introduction,Once a market offering is developed to meet target market needs, intended customers must be informed of the offering,Integrated marketing communications (IMC) comprises: advertising sales promotions personal selling direct selling, and public relations,All these mutually reinforcing elements of the promotional mix have as their common objective as the successful sale of a product or service,Sales Promotions in International Markets,Cents-off In-Store Demonstrations Samples Coupons Gifts,Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation,Examples of sales promotion include:,Sales promotions are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase,6. Product Tie-Ins 7. Contests 8. Sweepstakes 9. Sponsorship of Special Events, 10. Point-Of-Purchase Displays,International Public Relations,The job consists of not only encouraging the press to cover positive stories about companies, but also of managing unfavorable rumors, stories, and events,Creating good relationships with the popular press and other media to help companies communicate messages to their publicscustomers, the general public, and governmental regulatorsis the role of public relations (PR),International Advertising,Decisions involving advertising are those most often affected by cultural differences among country markets Consumers respond in terms of their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions Advertisings function is to interpret the qualities of products in terms of consumer needs, wants, desires, and aspirations, the emotional appeals, symbols, and persuasive approaches Reconciling an international advertising campaign with the cultural uniqueness of markets is the challenge confronting the international or global marketer,International Advertising (Contd.),Perform marketing research Specify the goals of the communication Develop the most effective message(s) for the market segments selected Select effective media Compose and secure a budget Execute the campaign, and Evaluate the campaign relative to the goals specified,The basic framework and concepts of international advertising include the following seven steps:,Global Advertising and the Communications Process,An information source. An international marketing executive with a product message to communicate Encoding. The message from the source converted into effective symbolism for transmission to a receiver A message channel. The sales force and/or advertising media that convey the encoded message to the intended receiver Decoding. The interpretation by the receiver of the symbolism transmitted from the information source Receiver. Consumer action by those who receive the message and are the target for the thought transmitted Feedback. Information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process Noise. Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process and affect any or all of the other six steps,The international communications process consists of the following seven steps:,Legal Constraints,Advertising campaigns must comply with legal regulations around the world Comparative advertising is heavily regulated in other parts of the world A variety of restrictions on advertising of pharmaceuticals is restricted in many countries Advertising on television is strictly controlled in many countries, e.g., in Germany, for example, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes per hour. Commercial stations in the United Kingdom are limited to 7 minutes per hour,Linguistic Limitations,Advertising from culture does not often translate well in another culture due to differences in languages and dialects For example, Chrysler Corporation translated its U.S. theme that advertised “Dart Is Power.” To the Spanish, the phrase implied that buyers sought but lacked sexual vigor The Bacardi wanted to sell the drink in Germany called Pavane, but it is perilously close to pavian, which means “baboon” A company marketing tomato paste in the Middle East found that in Arabic the phrase “tomato paste” translates as “tomato glue” In Spanish-speaking countries words have different meanings. The word ball translates in Spanish as bola, which means ball in one country, revolution in another, a lie or fabrication in another, and is an obscenity in yet another Even pronunciation causes problems: Wrigley had trouble selling its Spearmint gum in Germany until it changed the spelling to Speermint,Constraints to Advertising Campaigns,There are many problems in communicating a firms product offerings to its various target markets around the world. Some of these include:,Cultural Diversity: Ad campaigns and product brand names being communicated may mean different things to different cultures Media Limitations: in some underdeveloped countries, there is a shortage of advertising media such as radio stations, print media (newspapers, magazines), and television stations, cable TV, and satellite TV Production and Cost Li