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Integrated Marketing Communications and International Advertising. . Chapter 16. Modular: Afjal Hossain Assistant Professor, Department of Marketing PSTU. McGraw-Hill/Irwin International Marketing, 13/e. Global Perspective Barbie Versus Mulan. Integrated marketing communications (IMC)

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Integrated Marketing Communications and

International Advertising





Assistant Professor, Department of Marketing


McGraw-Hill/Irwin International Marketing, 13/e

global perspective barbie versus mulan
Global PerspectiveBarbie Versus Mulan
  • Integrated marketing communications (IMC)
    • Advertising
    • Sales promotions
    • Trade shows
    • Personal selling
    • Direct selling
    • Public relations
  • Objective: the successful sale of a product or service
sales promotions in international markets
Sales Promotions in International Markets
  • Sales promotions
    • 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
  • In markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increased
  • Product sampling
international public relations
International Public Relations
  • Bridgestone/Firestone Tires safety recall
  • Global workplace standards
  • Building an international profile
  • Corporate sponsorships

The role of public relations (PR) is creating good relationships with the popular press and other media to help companies communicate messages to customers, the general public, and governmental regulators.

international advertising
International Advertising
  • Perform marketing research.
  • Specify the goals of the communication.
  • Develop the most effective message(s) for the market segments selected.
  • Select effective media.
  • Compose and secure a budget.
  • Execute the campaign.
  • Evaluate the campaign relative to the goals specified.
advertising strategy and goals
Advertising Strategy and Goals
  • Marketing problems require careful marketing research and thoughtful and creative advertising campaigns in country, regional, and global markets, respectively.
  • Increased need for more sophisticated advertising strategies.
  • Balance between standardization of advertising themes and customization.
  • Consumer cultures
product attributes and benefit segmentation
Product Attributes and Benefit Segmentation
  • Different cultures usually agree on the benefit of the primary function of a product
  • Other features and psychological attributes of the item can have significant differences
    • Cameras
    • Yogurt
    • Almonds
  • Blue Diamond – assumes that no two markets will react the same, that each has its own set of differences, and that each will require a different marketing approach and strategy
regional segmentation
Regional Segmentation
  • Pan-European communications media highlighting need for more standardized promotional efforts
  • Costs savings with a common theme in uniform promotional packaging and design
  • Legal restrictions slowly being eliminated
global advertising and the communications process
Global Advertising and the Communications Process
  • If not properly considered, the different cultural contexts can increase the probability of misunderstandings
  • Effective communication demands the existence of a “psychological overlap” between the sender and the receiver
  • It can never be assumed that “if it sells well in one country, it will sell in another”
legal constraints
Legal Constraints
  • Laws that control comparative advertising vary from country to country in Europe.
  • 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
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
cultural diversity
Cultural Diversity
  • Knowledge of cultural diversity must encompass the total advertising project
  • Existing perceptions based on tradition and heritages are often hard to overcome
  • Subcultures
  • Changing traditions
media limitations and production and cost limitations
Media Limitations and Production and Cost Limitations
  • Media limitations may diminish the role of advertising in the promotional program
  • Examples of production 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 considerations
Media Planning and Analysis – Tactical Considerations
  • Availability
  • Cost
  • Coverage
  • Lack of market data
  • Newspapers
  • Magazines
media planning and analysis tactical considerations continued
Media Planning and Analysis – Tactical Considerations (continued)
  • Radio and television
  • Satellite and cable TV
  • Direct mail
  • The Internet
  • Other media
campaign execution and advertising agencies
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
international control of advertising broader issues
International Control of Advertising: Broader Issues
  • Consumer criticism
  • Deceptive advertising
  • Decency and blatant use of sex
  • Self-regulation
  • Government regulations