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GLOBAL PROMOTION STRATEGIES Overview Marketing communications include advertising, sales promotion, personal selling, and public relations. When communicating.

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Presentation on theme: "GLOBAL PROMOTION STRATEGIES Overview Marketing communications include advertising, sales promotion, personal selling, and public relations. When communicating."— Presentation transcript:

1 GLOBAL PROMOTION STRATEGIES Overview Marketing communications include advertising, sales promotion, personal selling, and public relations. When communicating with publics in more than one country, firms must work within the limitations of each market to maximize their promotional objectives.

2 Elements of the Communication Process Sender Encoding Message Medium of Transmission Receiver Decoding Response Feedback Noise

3 Global Advertising - Any Paid Form of Nonpersonal Communication where the Sponsor is Identified Often Controversial Benefits Derived from Advertising 1. Economic a)Sales increase b)Production increases c)Per-unit cost of product goes down - economies of scale

4 Global Advertising - Any Paid Form of Nonpersonal Communication where the Sponsor is Identified d)Price decreases e)Sales increase further f)Competition increases - yielding higher productivity and better product quality 2. Social a)Employment is generated b)Higher standard of living

5 Planning an Advertising Campaign - Specify Objectives; Then Decide On Advertising Message 1.Standardise when country markets are similar 2.Adapt when they are different 3.Avoid taboos of target market - dont offend

6 Planning an Advertising Campaign - Specify Objectives; Then Decide On Budget and Allocation Based on Internal and External Conditions 1. Internal conditions a)Management orientation b)Advertising objectives c)Resources available

7 Planning an Advertising Campaign - Specify Objectives; Then Decide On 2. External conditions a)Governmental regulations b)Competitors advertising strategies c)Market attractiveness d)Media restrictions

8 Planning an Advertising Campaign - Specify Objectives; Then Decide On Media Options and Country Characteristics - Effectiveness Versus Economy 1. Television a)Developed countries (DCs) - countrywide availability b)LDCs - concentrated in major cities, per capita ownership of TVs is lower c)Limitations: ads may be bunched, broadcasting times vary, ads regulated

9 Planning an Advertising Campaign - Specify Objectives; Then Decide On 2. Radio a)DCs - popularity on the rise, many program options available b)LDCs - good medium to reach uneducated urban and rural customers 3. Magazines

10 Planning an Advertising Campaign - Specify Objectives; Then Decide On 4. Newspapers a)Advantages: fast and economical b)Disadvantages: some LDCs dont compile demographic data; they have space limitations and content specifications

11 Planning an Advertising Campaign - Specify Objectives; Then Decide On 5. Direct mail a)DCs - more common b)LDCs - limited opportunities, lack of reliable lists, undependable delivery, low literacy rates 6. Catalogs - limited to DCs for same reasons as for direct mail

12 Planning an Advertising Campaign - Specify Objectives; Then Decide On 7. Facsimile - controversial 8. Videos a)Time not limited to 30- or 60- second slots b)DCs - whole video can be an ad c)LDCs - movie d\videos contain ads 9. Cinema - these ads more common in LDCs 10. Billboards - all countries

13 Planning an Advertising Campaign - Specify Objectives; Then Decide On Advertising Regulations - Know Them and Adapt Message Accordingly Agency Selection 1. Global agency 2. Local agency 3. Combination of both

14 Global Sales Promotions - Short-Term Efforts to Increase Sales Consumer Sales Promotion Techniques - Can Foster Long-Term Objectives 1.Coupons - maintain current customers, attract new ones 2.Rebates - maintain current customers, attract new ones 3.Free samples - encourage new users by eliminating cost 4.Mail-in premiums

15 Global Sales Promotions - Short-Term Efforts to Increase Sales 5.In-pack premiums - promotional benefit packaged with the product 6.Bonus packs - more product for the same price 7.Trading stamps - increase store patronage 8.Contests and sweepstakes - enhance name recognition and stimulate sales

16 Global Sales Promotions - Short-Term Efforts to Increase Sales 1.Sales contests - increase sales 2.Price-off offers - push new products or move large quantities 3.Advertising allowances Trade Sales Promotion Techniques - Persuade Channel Members to Carry Products or to Increase Sales

17 Global Sales Promotions - Short-Term Efforts to Increase Sales 4.Display allowances 5.Free goods 6.Push money - money to carry and to push products

18 Global Personal Selling - Keeping Buyers Happy, the Firm Informed The Personal Selling Process 1.Planning: what, how, when 2.Prospecting: who 3.Preparing: what buyers need, competitors offer

19 Global Sales Promotions - Short-Term Efforts to Increase Sales 4.Selling a)Approaching customer b)Making presentation c)Answering questions d)Closing sale 5.Following up - establishing solid link

20 Global Sales Promotions - Short-Term Efforts to Increase Sales Managing the Global Sales Force Sales Force Compensation 1.Straight salary a)Advantages: sales force security, easy to administer b)Disadvantage: lower sales if unmotivated sales force

21 Global Sales Promotions - Short-Term Efforts to Increase Sales 2.Straight commission - fixed percentage or varying percentage a)Advantage: encourages performance b)Disadvantage: salespeople may stop with quotas 3.Combination salary and commission

22 Global Public Relations - Tools for Building a Favorable Image Employee Relations - Create Favorable Ambassadors to the Community Customer Relations - Show Firm Cares About Customers Press Relations - Keep Shapers of Public Opinion on Firms Side Government Relations - Be a Good Citizen


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