1. International Marketing Chapter 20 Global Promotional Strategies Copyright © 1999 by Harcourt Brace & Company All rights reserved. Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt Brace & Company, 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.

2. The 7 Stages in Planning the Promotional Campaign: Determine the target audience Determine campaign objectives Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness

3. Copyright © 1999 by Harcourt Brace & Company All rights reserved The Target Audience…can be more than just the consumer!

4. Copyright © 1999 by Harcourt Brace & Company All rights reserved Typical Target Audiences can also Include: suppliers intermediaries government the local community bankers & creditors media organizations shareholders employees

5. Copyright © 1999 by Harcourt Brace & Company All rights reserved Corporate Image Advertising

6. Copyright © 1999 by Harcourt Brace & Company All rights reserved Campaign Objectives can Meet: Global objectives Regional objectives Local objectives

7. Copyright © 1999 by Harcourt Brace & Company All rights reserved The Budget “…links objectives with media, message, and control decisions”. Media Strategy Based on Target Audience Characteristics -Campaign Objectives - Budget Media Availability - Product Influences Audience Characteristics - Global Media Time has 133 editions worldwide Discovery channel reaches 87 million people in 90 countries MTV reaches 252 million in 80 countries Factors to Consider in Your Promotional Method Know Your Customer’s Buying Habits and Motivations Diffusion of the Product or Service into the market How Customers will evaluate the product Product’s Positioning IDEAL “…a product that is manufactured, packaged, and positioned the same around the world”.

8. Copyright © 1999 by Harcourt Brace & Company All rights reserved Value of Outside Expertise –Creative development –Media buying –Specialty marketing Know the Local Laws Pre-Testing and Post-testing Product and/ot Brand recognition Promotional Alternatives –Personal Selling - Sales Promotion - Public Relations Public Relations Builds Image PR-Agency: –Burson-Marsteller –Shandwick –Hill and Knowlton –Fleishman-Hilliard –Edelman PR Worldwide