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International Marketing: Chapter 16 Key Concepts

The Communications process Integrated marketing communications Creative challenges of global advertising Global media selection Issues in global media planning & analysis. International Marketing: Chapter 16 Key Concepts. Message. Channel. Receiver. Encoding. Decoding. Noise. Source.

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International Marketing: Chapter 16 Key Concepts

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  1. The Communications process Integrated marketing communications Creative challenges of global advertising Global media selection Issues in global media planning & analysis International Marketing: Chapter 16 Key Concepts

  2. Message Channel Receiver Encoding Decoding Noise Source Communication Process Feedback

  3. The International Communications Process Cultural Context A Cultural Context B Message Channel Encoding Advertising Media and or personal sales force Message translated into appropriate meaning Noise Competitive acti-vities, other sales-people, confusion and so on Decoding Encoded message interpreted into meaning Feedback Information Source Evaluation of communications process and measure of action by receiver Receiver Action by consumer responding to decoded message Marketer with a product

  4. The integration of all elements of the IMC mix to create one voice and one image for a company and its products IMC Mix Advertising Sales Promotion Personal Selling Public Relations Trade Shows Integrated Marketing Communications(IMC Strategy)

  5. Creative Challenges of Global Advertising Legal Constraints Linguistic Limitations Cultural Diversity Media Limitations Production and Cost Limitations

  6. Modern Sector (Emerging Elite): Middle Class Income College Education Urban Residents Traditional Sector: Poverty Level Income Little or No Education Primarily Rural Residents Linguistic Limitations are Impacted By: Economic Dualism in Emerging Markets

  7. Issues in Global Media Planning & Analysis • Availability • Cost • Coverage •  Lack of Market Data

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