Main Characters of Business Marketing More complex buying Quantity, structure, concentration Technology and performance driven Importance of coordination Derived demand vs. Joint demand Value

Business Promotion-An Integrated Marketing Communications Perspective Integrated Marketing Communication Program Advertising ? ? ? ?

IMC Strategic Planning Process 1. Set communication goals. 2. Determine roles for each medium. 3. Create messages. 4. Place messages in appropriate media. 5. Measure results. 6. Make adjustments in messages and/or media.

Communication Goals Action Desire Interest Awareness

Business Advertising Roles of Advertising? Creative Plans Media Selection?

Public Relations Focus on the relationships and communications with individual and groups in order to create mutual goodwill. Roles Forms Publicity Public Affair

Sales Promotion: Trade Shows Importance Buyer depend on trade shows Trade shows create dialogue Trade shows reach new prospects Trade shows strengthen customer relationships Building relationships with trade press

Trade Shows (cont.) Show selection Show Marketing Strategy

Direct Marketing An interactive form of marketing using one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored on database. Personal Selling

Basic Model of Communication International Marketing Communication Decisions Source/ Sender Encoding Message/ Channel Decoding Receiver Noise Feedback Response Basic Model of Communication

International Communication 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 Markerer with a product Action by consumer responding to decoded message

Globalized vs. Localized Campaigns Globalized campaigns Localized campaigns Pattern campaign

Coca-Cola: “Pattern Advertising” Basic approach Specific communication strategy Specific Audience Local adjustments Words and the lyrics are translated Basic adjustments made to the copy Visual adjustments made to the copy

International Advertising Campaigns Standardization whenever possible When do you know it is possible and how to do it? Adaptation whenever necessary When do you know it is necessary and how to do it?

Cross-Cultural Audience Research 1. Economic conditions (LDC, NIC, HIC) 2. Demographic characteristics 3. Values 4. Custom and ritual 5. Product use and preferences

Creative Challenges in Global Ads Written and spoken language Quite literal translations Culture-bound picturing Assumptions and inferences Identifying cross-cultural icons

Media Challenges in Global Advertising 1. Availability and Coverage: 2. Costs and Pricing:

Regulatory Challenges for Global Ads The types of products that can be advertised The types of appeals that can be used The times that certain products may be promoted Advertising to children The use of foreign languages in advertisements The use of national symbols in advertisements The taxes levied against advertising expenditures

International Agency Options The global agency The local agency International affiliates