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International Publicity, Public Relations, and Sales Promotion Strategies

International Publicity, Public Relations, and Sales Promotion Strategies. Dana-Nicoleta Lascu Chapter 14. Chapter Objectives. Provide an overview of international publicity and the public relations activities that can be used to influence it

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International Publicity, Public Relations, and Sales Promotion Strategies

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  1. International Publicity, Public Relations, and Sales Promotion Strategies Dana-Nicoleta Lascu Chapter 14

  2. Chapter Objectives • Provide an overview of international publicity and the public relations activities that can be used to influence it • Describe the different approaches to international consumer sales promotion and the activities involved • Describe the different approaches to international trade promotion and the different activities involved

  3. International Publicity A communication about a company and/or the company’s products that the company does not pay for. Can be negative or positive

  4. International Publicity, continued • Publicity includes • Print articles • Broadcast messages • Word-of-mouth communication about the company and/or its products • The company could attempt to influence publicity through public relations

  5. International Publicity, continued • Negative publicity can be harmful to the company; the company needs to address it promptly • Positive publicity is difficult to come by, but very valuable • High impact on consumer purchase decisions • Due to its independent nature, it is considered more credible than any other component of the promotional mix

  6. International Public Relations A concerted effort on the part of a company to generate good will among publics (community, government, consumers, employees, and among others) that are essential to the company.

  7. International Public Relations Efforts • News releases • Letters • Company publications • Event sponsorship and presence • Corporate advertising • Image advertising • Advocacy advertising • Public appearances

  8. Consumer Sales Promotion • Point of Sale Displays • Free Samples • Coupons • Gifts • Sweepstakes • Contests

  9. Adaptation of International Consumer Sales Promotion • Global Campaigns • Requires a priori feedback from local markets • Rarely attempted in sales promotion • Useful for markets where there are multiple languages and dialects, and which have a unifying language • Modular Campaigns • Provide a template that can be varied from market to market • Campaign centered around one theme; message is customized for each market

  10. Adaptation of International Consumer Sales Promotion, continued • Local Campaigns • Tailored to local needs • Retailer cooperation is of particular importance • Gain significant importance in markets not reached by other media

  11. Length 32” Online Sales Promotion • Pervasive mode of communication with prospective consumers • Sweepstakes • Coupons • Promotional Pricing

  12. Legal and Ethical Issues • Sales-promotion–related legislation differs from one country to another • Certain campaigns may be illegal, such as: • Buy one, get one free • Sweepstakes based on pure chance • Promotions may have to be printed in multiple languages • Number of responses may overwhelm the company and the postal system

  13. Future of International Consumer Sales Promotion Consumer sales promotion is emerging as an important component not only of a company’s international promotional strategy, but also of its international brand strategy.

  14. Trade Promotion Trade shows and exhibitions offer potential buyers and sellers a chance to meet face-to-face: They bring many decision makers to a single location for a limited time, enabling firms to get their message to a large number of people at one time.

  15. Trade Shows • Account for one-fifth of the overall U.S. firms’ communication budgets • Organized at set intervals (usually one year), and tend to be specialized in one domain • Neutral sales environment • Bring together managers from different departments in buyers’ organizations • Governments ensure that national/local companies are represented

  16. Examples of International Trade Shows • Frankfurt Book Fair • documenta • Venice Biennale • DRUPA • Interkama • World Fair

  17. Chapter Summary • Provided an overview of international publicity and the public relations activities that influence it • Described approaches to consumer sales promotion • Described approaches to international trade promotion

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