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International Communications Four major difficulties

Typical Marcoms (Marketing Communications)

tools

International communications plan

Tactical decisions

Organising and co-ordination of advertising effort

Personal selling

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Four Major Difficulties The message may not get through to the

intended recipient

The message may reach the target audience but may not be understood (or may be

misunderstood)

The message may reach the target audience

and may be understood but may not induce

the recipient to take action desired by the

sender 

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The effectiveness of the message can be

impaired by noise, or the effect of external

influences such as competitive advertising

etc

Warren G. Keegan (1995)

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Media Spending Outdoor - important in Japan and South Korea - exposure

in large cities

Cinema - Argentina and India where films are popular 

 pastimes Print - high literacy rates e.g France, Germany, and

Sweden

Radio - lack of opportunity in Europe with government

ownership Television - Strong in USA, Asia, and South America

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Advertising exposure

Awareness

Knowledge

Liking/Attitude

Preference

Repeat purchase/loyalty

Trial

The Hierarchy

of Effects

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International communications plan

How do marcoms objectives help to achieve

the international marketing objectives?

Think through various scenarios e.g. PR,

sales force

Decide upon specific objectives

Decide how you will organise e.g. selection

of agencies

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How important is creativity?

How much standardisation are we seeking toachieve?

What is the overall communications budget?

What is the balance of expenditure between theelements of the promotions mix?

The main elements of the promotions mix need to

 be specified

Detailed tactical plans need to be written

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Timings and schedules need to be worked-out

Methods of evaluation and control need to beestablished

Develop contingency plans

Learning will lead to need plans for the future

Phillips, Doole and Lowe (1994)

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Tactical decisions TV commercials are sandwiched together in a

string of 10-50 commercials within one station

 break in Brazil National coverage can mean using as many as 40-

50 different media

Specialised media reach small segments of the

market only In Germany, TV scheduling for the entire year 

must be arranged by 30th August

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In Germany, no guarantee that commercials

intended for summer viewing will run in that period

In Vietnam, advertising in newspapers and

magazines will be limited to 10 % of space and 5

% of time, or three minutes and hour on radio or TV

Cateora and Ghauri (1999)

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Organising and co-ordination of 

advertising effort Domestic agency

familiarity/trust/relationship/knowledge

no international experience

Appointing local agency (local to the market) understand local cultures/relevant

contacts/experience

Centralising the effort Saatchi & Saatchi claimed to be the first global advertising

agency - µone sight, one sound, one sell¶

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Personal selling Generally the marcom thrust where

wages are low

Philip Morris in Venezuela employs 300 sales people andassistants

Linguistic pluralism exists e.g India

Business etiquette

lateness is inexcusable in Hong Kong but is expected in India banquets and frequent toasts in China

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Negotiation strategies where bargaining

varies between cultures staffing the sales force

personal selling through intermediaries

government sponsored trade missions

international trade fairs

consortium selling (airports/hospitals/etc)