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INTERNATIONAL MARKETING
COMMUNICATION
I
Composed of :
• Advertising • Sales promotions• Personal selling • Direct selling • Public relations
Integrated marketing communications (IMC)
Sales Promotion in International Marketing
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.
Sales promotion Media- Cents-off- In store demonstration- Samples- Coupons- Gifts- Product tie-ins- Contents- Sweepstakes- Sponsorships- Point of purchase displays
International Public Relation
Creating good relationships with the popular press and other media -To help companies communicate messages to customers, the general public, and governmental regulators
• Bridgestone/Firestone Tires safety recall• Global workplace standards• Building an international profile• Corporate sponsorships
International Advertising
1. Perform marketing research2. Specify the goals of the communication3. Develop the most effective message(s) for the market
segments selected4. Select effective media5. Compose and secure a budget6. Execute the campaign7. Evaluate the campaign relative to the goals specified
Top 10 Global Advertisers
01.Procter and Gamble Co.02.Uniliver-Londan03.L’OrelGeneral Motors05.Toyota Motor Corp.06.Coca-Cola Co.07.Johnson and Jonson08.Ford Motor Co.09.Reckit Benckiser-Uk10.Nestle
Advertising Strategy and Goals
• Marketing problems 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
-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
-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
Costs savings with a common theme in uniform promotional packaging and design.Legal restrictions slowly being eliminated.
The advertising message create challengesThe international communication process
Massage translate into appropriate
meaning Competitive activities,other
sales people,confution
Advertising media
Marketer with a product
Evaluation of communications
process and measure of action
by receiver
Action by consumer
responding to decoded message
Encoding
Noise
Message channel
Information source
Feed Back Receiver
Decoding
Encoded message
interpreted into meaning
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 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
‘ The role of advertising in the promotional program’
Production and Cost Limitations
-Poor-quality printing-Lack of high-grade paper
• Low-cost reproduction in small markets poses a problem in many countries
Media planning and analysis
Tactical considerati
on
Availability
CostCoverage
Lack of market data
Advertising media
News papers
Television and radio
Magazines
Satelite and cable TV
Direct mail
Internet
Social media
Mobile phone applicationOther
media
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
No. Agency Headquarters01 BBDO Worldwide(Omnicom) New York02 McCann Erickson Worldwide New York
03 DraftFCB Chicago
04 Epsilion Irving
05 Digitas Boston
World’s top five Advertising Agencies
Personal Selling and Sales Management
• Expatriates-Numbers are declining-Important for highly technical or involved products-High cost-Cultural and legal barriers-Limited number of high-caliber personnel willing to live abroad
• Virtual expatriates-Manage operations in other countries but don’t live there
Recruiting Marketing and Sales Personnel
• Local national
-Transcend both cultural and legal barriers -Familiar with distribution systems and referral networks -Headquarters personnel may ignore their advice -Lack of availability -Sales positions viewed negatively
• Third-country nationals -Expatriates working for a foreign company• Host-country nationals -Work restrictions
• Management must define precisely what is expected of people• Prime requisites
o Maturityo Emotional stabilityo Breadth of knowledgeo Positive outlooko Flexibilityo Cultural empathyo Energetic and enjoy travel
• Mistakes can be costly• A manager’s culture affects personnel decisions
Selecting sales and marketing personnel
Training for International Marketing
The training program depends on:-The home culture of the sales person-The culture of the business system and foreign market
• Continual training is important in foreign markets• Companies should provide home-office personnel with
cross-cultural training• The Internet now makes some kinds of sales training
much more efficient
Designing Compensation Systems for Sales person
• Fringe benefits• Compensations comparisons between the home office and abroad• Short-term assignment compensation• Using a compensation program to recruit, develop, motivate, or retain
personnel
The Changing Profile of the Global Manager • Fewer companies today limit their search
for senior-level executive talent to their home countries• Some companies believe
-It is important to have international assignments early in a person’s career -International training is an integral part of their entry-level development programs
• Many companies are active in making the foreign experience an integrated part of a successful corporate career
Foreign-Language Skills
Learning a language improves cultural understanding and business relationships
-To be taken seriously in the business community, the expatriate must be at least conversational in the host language
-Making stronger efforts to recruit people who are bilingual or multilingual
Thank You