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Chapter 16Integrated Marketing Communicationsand International Advertising
International Marketing15thedition
Philip R.Cateora, Mary C.Gilly, and John L. Graham
Integrated marketing communications (IMC) are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relationsAll these mutually reinforcing elements of the marketing mix have as their common objective the successful sale of a product or serviceFor most companies, advertising and personal selling are the major components in the marketing communications mixThe 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
Roy Philip
Sales Promotionsin International Markets
Sales promotionsMarketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperationShort-term efforts directed to the consumer or retailer to achieve specific objectivesIn markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increasedProduct sampling
Roy Philip
InternationalPublic Relations
Public relations (PR)is creating good relationships with the popular press and other mediaTo help companies communicate messages to customers, the general public, and governmental regulatorsBridgestone/Firestone Tires safety recallGlobal workplace standardsBuilding an international profileCorporate sponsorships
Roy Philip
International Advertising
Perform marketing researchSpecify the goals of the communicationDevelop the most effective message(s) for the market segments selectedSelect effective mediaCompose and secure a budgetExecute the campaignEvaluate the campaign relative to the goals specified
Roy Philip
Advertising Strategy and Goals
Marketing problemsRequire careful marketing researchThoughtful and creative advertising campaignsIn country, regional, and global marketsIncreased need for more sophisticated advertising strategiesBalance between standardization of advertising themes and customizationConsumer cultures
Roy Philip
Product Attributesand Benefit Segmentation
Different cultures usually agree on the benefit of theprimaryfunction of a product or serviceOther features and psychological attributes of the item can have significant differencesCamerasYogurtAlmondsBlue DiamondAssumes that no two markets will react the sameEach has its own set of differencesEach will require a different marketing approach and strategy
Roy Philip
Regional Segmentation
Pan-European communications media highlights need for more standardized promotional effortsCosts savings with a common theme in uniform promotional packaging and designLegal restrictions slowly being eliminated
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Legal Constraints
Comparative advertisingAdvertising of specific productsControl of advertising on televisionAccessibility to broadcast mediaLimitations on length and number of commercialsInternet servicesSpecial taxes that apply to advertising
Roy Philip
Linguistic Limitations
Language is one of the major barriers to effective communication through advertisingTranslation challengesLow literacy in many countriesMultiple languages within a countryIn-country testing with the target consumer group avoids problems caused by linguistic differences
Roy Philip
Media Limitationsand Production and Cost Limitations
Media limitations may diminish the role of advertising in the promotional programExamples of production limitations:Poor-quality printingLack of high-grade paperLow-cost reproduction in small markets poses a problem in many countries
Roy Philip
Campaign Executionand Advertising Agencies
Managed by advertising agenciesLocal domestic agencyCompany-owned agencyMultinational agency with local branchesCompensationCommonly 15 percent throughout the worldSome companies moving to reward-by-results
Roy Philip
International Controlof Advertising – Broader Issues
Consumer criticismDeceptive advertisingDecency and blatant use of sexSelf-regulationGovernment regulations
Roy Philip
Summary (1 of 2)
An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketingCurrently companies are basing their advertising strategies on national, subcultural, demographic, or other market segmentsThe major problem facing international advertisers is designing the best messages for each market served
Roy Philip
Summary (2 of 2)
The availability and quality of advertising media vary substantially around the worldAdvances in communication technologies are causing dramatic changes in the structure of the international advertising and communications industries
Roy Philip





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