global promotion n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Global Promotion PowerPoint Presentation
Download Presentation
Global Promotion

Loading in 2 Seconds...

play fullscreen
1 / 23

Global Promotion - PowerPoint PPT Presentation


  • 77 Views
  • Uploaded on

Global Promotion. Promotion objectives Problems and opportunities in promotional transplantation Legal issues. Promotion: Strategic and Tactical Objectives. Awareness Trial Attitude toward the product Beliefs Preference Temporary sales increases. Emerging Markets/ New Products.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Global Promotion' - chet


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
global promotion
Global Promotion
  • Promotion objectives
  • Problems and opportunities in promotional transplantation
  • Legal issues
promotion strategic and tactical objectives
Promotion: Strategic and Tactical Objectives
  • Awareness
  • Trial
  • Attitude toward the product
    • Beliefs
    • Preference
  • Temporary sales increases

Emerging

Markets/

New Products

Mature markets

/established

products

tools in integrated marketing communication
Tools in Integrated Marketing Communication
  • Advertising
    • Media
    • Direct mail
    • Billboards
    • Other
  • Sales promotion
  • Public relations
  • Distribution as promotion
  • Placements/endorsements
advertising prominence
Advertising Prominence
  • Higher income countries tend to spend more on advertising. However:
    • Some exceptions
    • Lower media costs in developing countries may understate extent of use
  • U.S. has especially high advertising spending.
ad spending vs income
Ad Spending vs. Income

Note questionable reliability of data and possible accounting issues.

Average

=0.82%

regional media tendencies
Regional Media Tendencies
  • India: Outdoor
  • Europe: Print media; radio advertising avoided
  • Television: U.S., China, Japan, Latin America (e.g., novelas)
  • Movie going countries: Cinema advertising
global advertising
Global Advertising
  • International TV channels: CNN, SkyTel
  • Magazines with regional editions: Time, Newsweek, Playboy, Cosmopolitan
  • International newspapers: Financial Times, Wall Street Journal
  • Internet
advertising budgeting approaches
Advertising Budgeting Approaches
  • Percentage of sales
  • Competitive parity
  • Affordability
  • Objective and task

COUNTRY

PRIORITY

COMPETITIVE

INTENSITY

GATEWAY

POTENTIAL

GROWTH

POTENTIAL

CURRENT

MARKET

COUNTRY

PRESTIGE

advertising agency processes
Advertising (Agency) Processes

OBJECTIVE

DETERMINATION

BUDGETING

AGENCY OR

IN-HOUSE

SELECTION

MESSAGE

CREATION

MEDIA

SELECTION

CAMPAIGN

EVALUATION

promotional tools
Promotional Tools
  • In-store promotions
  • Customers
  • Cross-marketing
  • Publicity and public relations
  • Cause marketing
  • Product placement
  • Trade fairs
constraints on global communications strategies
Constraints on Global Communications Strategies
  • Language barriers
  • Cultural barriers
  • Local attitudes toward advertising
  • Production/cost
  • Media availability
  • Advertising regulations
flops in the transplantation of advertising
Flops in the Transplantation of Advertising
  • Man and his dog
  • “A can a week is all we ask”
  • “Follow the leader--he’s on a Honda!”
  • Detergent ad
  • “Get your teeth their whitest!”
  • Marlboro man in Hong Kong
symbolism
Symbolism
  • Green: Health in U.S.; in Latin America, jungle (associated with danger)
  • Marlboro man: freedom in U.S.; dusty, unappealing life in Hong Kong
  • Perfume against raindrop: Cool, refreshing feeling to Europeans; symbol of fertility to some Asians
cultural dimensions in advertising
Cultural Dimensions in Advertising
  • Directness vs. indirectness
  • Comparative advertising
  • Humor appeal
  • Gender roles
  • Explicitness
  • Sophistication
  • Popular vs. traditional culture
  • Information content vs. fluff
promotion as a means of positioning
Promotion as a Means of Positioning
  • How do people see advertising and promotion efforts?
  • Promotion as a means to communicate
    • benefits of product
    • use of product
    • product image
  • Differences in desires by culture
advertising standardization advantages
Advertising Standardization: Advantages
  • Economies of scale
  • Consistent image
  • Appeal to global consumer segments
  • Conservation/maximum utilization of creative talent
  • Cross-fertilization--moving knowledge across markets

Essentially

parallel to

product/

positioning

standardization

disadvantages
Disadvantages
  • Cultural differences
  • Advertising and promotional regulations
  • Market lifecycle stage (maturity)
  • Local commitment to campaign (“Not-invented-here)

Again, parallel to product/

positioning standardization

humor
Humor
  • Humor appears to be a universal phenomenon
  • However, there are great differences in form across the World
  • “A can a week is all we ask” worked in U.S. but was seen as silly in Canada
values
Values
  • Americans tend to emphasize individuals; in other cultures, standing out from the group may not be desirable
  • Popular vs. traditional culture
  • Perception of comparative advertising
  • Eastern Europeans want more facts in advertising
contrasting advertising perspectives aithison 2002
Western

“Atomistic”—broken down to smallest component parts

“Unique selling propositions”

“How to”

Positioning

May be “dull and boring”

“Copy focused”

Asian

Holistic

“Everything relates to everything else”

How things “fit together” and “relate”

Visual and oral

Contrasting Advertising Perspectives (Aithison 2002)

Jim Aitchison, How Asia Advertises, New York: Wiley, 2002.

advertising content comparisons
Advertising Content Comparisons
  • American:
    • Individual benefit and pleasure (e.g., “Make your way through the crowd)
  • Korean
    • Collective values (e.g., “We have a way of bringing people together)
legal issues in promotion
Legal Issues in Promotion
  • Media allowed for advertising
  • Comparative advertising
  • Price promotions
    • coupons
    • premiums