01-11-2016, 09:49 AM
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International Promotional Mix
Advertising
• Sales force
Management
• Sales Promotion
• Public Relations
• Publicity
Understanding the norms, motivations, attitudes,
interests, and opinions of the target market is crucial to
company success in marketing to and communicating
with different cultures around the globe.
Non-Personal Communication
Media
Print media
• Broadcast media
• Interactive media
Not widely available in developing
countries
Personal Media
• Salespeople
• Telemarketers
• Trade show and exhibits
Individuals can interact with knowledgeable company
representatives
International Communication
Challenges
• Media infrastructure
• Unreliable mail
• Limited broadcast media
• Media is not use for advertising
• Translation deficiencies—meanings intended may not
be the meanings conveyed
Planning Promotional Campaigns
• Target Audience
– Promotional campaigns affect more than
consumers who purchase the product or
service.
• Suppliers, intermediaries, government, local
community, bankers and creditors, media
organizations, shareholders, and employees.
– Research to determine multi-market target
audiences is required as firms become more
internationally involved.
– Cause related marketing
– Global image campaigns
Campaign Objectives
• Global objectives
– General guidelines and control for broad-based campaigns
(consistency of message).
• Regional objectives
• Local objectives
– Specific and measurable targets
(awareness, image, market
share) for individual markets
The Budget
• The promotional budget links marketing objectives with
media, message, and control decisions.
• Acts as a control mechanism.
Budgeting Decisions
• Objective-and-Task Method
1. Identify advertising goals
2. Conduct research
3. Determine cost of achieving goals
4. Allocate the necessary sum
• Percent-of-Sales Method
Base budget on past or projected sales