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International Marketing Integrated Marketing Communications and International Advertising Alexander Jurievich Tsvetkov, Candidate of Economy, International Marketing Integrated Marketing Communications and International Advertising Alexander Jurievich Tsvetkov, Candidate of Economy, Associate Professor of Management Department, Institute of Economy and Management, NARFU 2013

Plan of The Lecture 1. Global Marketing Management. 2. Integrated Marketing Communications: terms and Plan of The Lecture 1. Global Marketing Management. 2. Integrated Marketing Communications: terms and elements. 3. Sales Promotions in International Markets. 4. International Public Relations. 5. International Advertising: Basic Framework. 6. Advertising Strategy and Goals. 7. The International Communications Process. 8. Limitations and International Control of Advertising. 9. Personal Selling and Sales Management.

Global Marketing Management • 1970 s – “standardization versus adaptation” • 1980 s – Global Marketing Management • 1970 s – “standardization versus adaptation” • 1980 s – “globalization versus localization” • 1990 s – “global integration versus local responsiveness” • Internet revolution Affect the “marketing-mix” including promotion

Promotion-mix Promotion-mix

Terms Promotions = Integrated Marketing Communications: • advertising • sales promotions • trade shows Terms Promotions = Integrated Marketing Communications: • advertising • sales promotions • trade shows • personal selling • direct selling • public relations In Russian?

Integrated Marketing Communications Integrated marketing communications (IMC) are composed of advertising, sales promotions, trade Integrated Marketing Communications Integrated marketing communications (IMC) are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations. • All these mutually reinforcing elements of the marketing mix have as their common objective the successful sale of a product or service. • For most companies, advertising and personal selling are the major components in the marketing communications mix. • The goal of most companies, large and small, is to achieve the synergies possible when sales promotions, public relations efforts, and advertising are used in concert.

Main features of IMC elements IMC element 1. 2. 3. 4. Core Tools “+” Main features of IMC elements IMC element 1. 2. 3. 4. Core Tools “+” “-”

Sales Promotions in International Markets • Sales promotions – Marketing activities that stimulate consumer Sales Promotions in International Markets • Sales promotions – Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation – Short-term efforts directed to the consumer or retailer to achieve specific objectives • In markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increased.

Types of Sales Promotion Devices In-store demonstrations Samples Coupons Gifts Product tie-ins Contests Sweepstakes Types of Sales Promotion Devices In-store demonstrations Samples Coupons Gifts Product tie-ins Contests Sweepstakes Sponsorship of special event (concerts, fairs, parades) • Point-of-purchase displays • •

Sales Promotion Effectiveness Sales Promotion Effectiveness

International Public Relations • Public relations (PR) is creating good relationships with the popular International Public Relations • Public relations (PR) is creating good relationships with the popular press and other media – To help companies communicate messages to customers, the general public, and governmental regulators. • Global workplace standards • Building an international profile • Corporate sponsorships

International Public Relations Surprising growth is occurring in emerging markets like Russia as well. International Public Relations Surprising growth is occurring in emerging markets like Russia as well. • International advertising agencies • Local and national PR-firms The role of PR: - To form positive stories about companies - To manage unfavorable rumors, stories, events.

PR tools PR tools

International Advertising • Global mass media advertising is a powerful tool for cultural change! International Advertising • Global mass media advertising is a powerful tool for cultural change! Advertising function is - To interpret or translate the qualities of products and services in terms of consumer needs, wants, desires, and aspirations, the emotional appeals, symbols, persuasive approaches, and other characteristics of an advertisement - Must coincide with cultural norms if the ad is to be effective.

Basic Framework of International Advertising 1. Perform marketing research. 2. Specify the goals of Basic Framework of International Advertising 1. Perform marketing research. 2. Specify the goals of the communication. 3. Develop the most effective message (s) for the market segments selected. 4. Select effective media. 5. Compose and secure a budget. 6. Execute the campaign. 7. Evaluate the campaign relative to the goals specified.

Top 20 Global Advertisers Top 20 Global Advertisers

Global Ad Spend Growth Global Ad Spend Growth

Advertising Strategy and Goals • Marketing problems of Companies require: – careful marketing research Advertising Strategy and Goals • Marketing problems of Companies require: – careful marketing research – thoughtful and creative advertising campaigns (In country, regional, and global markets) • Increased need for more sophisticated advertising strategies • Balance between standardization of advertising themes and customization • Consumer cultures

Product Attributes and Benefit Segmentation • Different cultures usually agree on the benefit of Product Attributes and Benefit Segmentation • Different cultures usually agree on the benefit of the primary function of a product or service • Other features and psychological attributes of the item can have significant differences – Cameras – Yogurt – Almonds • Blue Diamond – Assumes that no two markets will react the same • Each has its own set of differences • Each will require a different marketing approach and strategy

Regional Segmentation • Pan-European communications media highlights need for more standardized promotional efforts • Regional Segmentation • Pan-European communications media highlights need for more standardized promotional efforts • Costs savings with a common theme in uniform promotional packaging and design • Legal restrictions slowly being eliminated

The Message: Creative Challenges The International Communications Process The Message: Creative Challenges The International Communications Process

Legal Constraints Comparative advertising Advertising of specific products Control of advertising on television Accessibility Legal Constraints Comparative advertising Advertising of specific products Control of advertising on television Accessibility to broadcast media Limitations on length and number of commercials • Internet services • Special taxes that apply to advertising • • •

Linguistic Limitations • Language is one of the major barriers to effective communication through Linguistic Limitations • Language is one of the major barriers to effective communication through advertising • Translation challenges • Low literacy in many countries • Multiple languages within a country • In-country testing with the target consumer group avoids problems caused by linguistic differences

Media Limitations and Production and Cost Limitations • Media limitations may diminish the role Media Limitations and Production and Cost Limitations • Media limitations may diminish the role of advertising in the promotional program • Examples of production limitations: – Poor-quality printing – Lack of high-grade paper • Low-cost reproduction in small markets poses a problem in many countries

Advertising media Advertising media

Campaign Execution and Advertising Agencies • Managed by advertising agencies – Local domestic agency Campaign Execution and Advertising Agencies • Managed by advertising agencies – Local domestic agency – Company-owned agency – Multinational agency with local branches • Compensation – Commonly 15 percent throughout the world – Some companies moving to reward-by-results

International Control of Advertising: Broader Issues • Consumer criticism • Deceptive advertising • Decency International Control of Advertising: Broader Issues • Consumer criticism • Deceptive advertising • Decency and blatant use of sex • Self-regulation • Government regulations

Summary (1 of 2) • An integrated marketing communications (IMC) program includes coordination among Summary (1 of 2) • 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.

Summary (2 of 2) • The availability and quality of advertising media vary substantially Summary (2 of 2) • 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.

How to create an effective advertising campaign? For different products in different countries? How to create an effective advertising campaign? For different products in different countries?