Advertising in some countries can distort media choice by changing the cost ratios of various media
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Chapter 16 — Integrated Marketing Communications and International AdvertisingObjectivesAdvertising and communications tends to be culture specific. After all, to be understood and to communicateeffectively, you must express yourself in the cultural language of your audience. So, how can the idea ofglobal advertising ever be anything other than standardize when feasible and adapt where culturallynecessary. In any case, since this issue continues to be debated and because there is often confusion aboutglobal advertising, these topics need to be discussed. In most cases, actual practice is to standardize parts ofthe message and to localize other parts.OutlineI. Global PerspectiveIntegrated marketing communications (IMC) are composed of advertising, sales promotions, trade shows,personal selling, direct selling and public relations.All these mutually reinforcing elements of thepromotional mix have as their common objective the successful sale of a product or service.In manymarkets, the availability of appropriate communication channels to customers can determine entrydecisions. For example, most toy manufacturers would agree that toys cannot be marketed profitably incountries without commercial television advertising directed toward children. Often different messages areappropriate for different communications channels.For most companies, advertising and personal selling are the major components in the marketingcommunications mix. The goal of most companies is to achieve synergies when sales promotions, publicrelations, and advertising are used together.II. Sales Promotions in International MarketsSales promotions are marketing activities that stimulate consumer purchases and improve the middlemen'seffectiveness and cooperation.Cents-off, in-store demonstrations, samples, coupons, gifts, product tie-ins, contests, sweepstakes,sponsorship of special events such as concerts, the Olympics, fairs, and point-of-purchase displays are typesof sales promotion devices. Sales promotions are short-term efforts directed to the consumer or retailer toachieve such specific objectives as consumer product trial or immediate purchase, consumer introduction tothe store or brand, gaining retail point-of-purchase displays, encouraging stores to stock the product, andsupporting and augmenting advertising and personal sales efforts.In markets in which the consumer is hard to reach because of media limitations, the percentage of thepromotional budget allocated to sales promotions may have to be increased. In some less developedcountries, sales promotions constitute the major portion of the promotional effort in rural and lessaccessible parts of the market. ie: Pepsi-Cocla, Coca-Cola; Ariel Road Show in Egypt; Nestle Baby Foodsproduct sampling (an especially effective promotional tool when the product concept is new or has a verysmall market share); Oreo ambassadors in China; Microsoft/Burger King collaboration - "Windows 7Whopper"; The success of a promotion may depend on local adaptation Show
Which of the following are considered to be major communications/media in most countries due to their inherent entertainment value?Due to their inherent entertainment value, satellite TV and the Internet have become major communications media in almost all nations. Possibly because of their inherent entertainment value, radio and television have become major communications media in almost all nations.
When developing an international advertisement campaign What is the first step of the process?Step 1: Determine Your Objective and Budget. Every marketing campaign must start out with an objective and a budget. ... . Step 2: Identify Your Target Audience. ... . Step 3: Create Your Message. ... . Step 4: Develop Your Media Strategy. ... . Step 5: Implement Your Marketing Campaign. ... . Step 6: Measure & Analyze Your Results.. During which step of the international communications process is the message from the source converted into effective symbolism for transmission to a receiver?2. Encoding. The message from the source converted into effective symbolism for transmission to a receiver.
How can you avoid linguistic problems in advertising communication?The only way to avoid linguistic problems in advertising communication is by: In-country testing with the target consumer group.
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