International Marketing 国际市场营销学 School of International Trade, Shandong Economic University 山东经济学院·国际贸易学院

Marketing Communications Chapter 12 Marketing Communications

Chapter Outline 1. Communications Mix 2. Advertising 3. Personal Selling 4. Public Relation 5. Sales Promotion

Introduction Marketing Promotion Mix & Marketing Communications Mix Integrated marketing communications (IMC) comprises: advertising personal selling public relations sales promotions event/ experience, and direct Marketing

Communications Process

Communications Process The international communications process consists of the following seven steps: An information source. An international marketing executive with a product message to communicate Encoding. The message from the source converted into effective symbolism for transmission to a receiver A message channel. The sales force and/or advertising media that convey the encoded message to the intended receiver Decoding. The interpretation by the receiver of the symbolism transmitted from the information source Receiver. Consumer action by those who receive the message and are the target for the thought transmitted Feedback. Information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process Noise. Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process and affect any or all of the other six steps

Common Communication Platforms 1/2 Advertising Print and broadcast ads Packaging-outer Packaging inserts Motion pictures Brochures and booklets Posters and leaflets Directories Reprints of ads Billboards Display signs Point-of-purchase displays Audiovisual material Symbols and logos Videotapes Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Sales Promotion Contests, games, sweepstakes, lotteries Premiums and gifts Sampling Fairs and trade shows Exhibits Demonstrations Coupons Rebates Low-interest financing Entertainment Trade-in allowances Continuity programs Tie-ins

Common Communication Platforms 2/2 Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Identity media Company magazine Events/Experiences Sports Entertainment Festivals Arts Causes Factory tours Company museums Street activities Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail

Advertising 1. Pervasiveness （普及性） Advertising permits the seller to repeat a message many times. It also allows the buyer to receive and compare the messages of various competitors. Large-scale advertising says something positive about the seller's size, power, and success. 2. Amplified expressiveness （富有表现力） Advertising provides opportunities for dramatizing the company and its products through the artful use of print, sound, and color. 3. Impersonality （非人格性） The audience does not feel obligated to pay attention or respond to advertising. Advertising is a monologue in front of, not a dialogue with, the audience.

Personal Selling Personal selling is the most effective tool at later stages of the buying process, particularly in building up buyer preference, conviction, and action. Personal selling has three distinctive qualities: 1. Personal interaction （面对面接触性） Personal selling involves an immediate and interactive relationship between two or more persons. Each party is able to observe the other's reactions. 2. Cultivation （人际关系的培养） Personal selling permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship. 3. Response （反应性） Personal selling makes the buyer feel under some obligation for having listened to the sales talk.

Public Relations Creating good relationships with the popular press and other media to help companies communicate messages to their publics—customers, the general public, and governmental regulators—is the role of public relations (PR) The job consists of not only encouraging the press to cover positive stories about companies, but also of managing unfavorable rumors, stories, and events

Public Relations Marketers tend to underuse public relations, yet a well-thought-out program coordinated with the other communications-mix elements can be extremely effective. The appeal of public relations and publicity is based on three distinctive qualities: 1. High credibility （高度可信性） News stories and features are more authentic and credible to readers than ads. 2. Ability to catch buyers off guard （消除防卫性） Public relations can reach prospects who prefer to avoid salespeople and advertisements. 3. Dramatization （戏剧性） Public relations has the potential for dramatizing a company or product.

Sales Promotions in International Markets Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation Sales promotions are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase Examples of sales promotion include: Cents-off In-Store Demonstrations Samples Coupons Gifts 6. Product Tie-Ins 7. Contests 8. Sweepstakes 9. Sponsorship of Special Events, 10. Point-Of-Purchase Displays

Sales Promotions Companies use sales promotion tools—coupons, contests, premiums, and the like—to draw a stronger and quicker buyer response. Sales promotion can be used for short-run effects such as to highlight product offers and boost sagging sales. Sales promotion tools offer three distinctive benefits: Communication （传播性） They gain attention and may lead the consumer to the product. Incentive （刺激性） They incorporate some concession, inducement, or contribution that gives value to the consumer. Invitation （邀请性） They include a distinct invitation to engage in the transaction now.

Events and Experiences Relevant （相关性） A well-chosen event or experience can be seen as highly relevant as the consumer gets personally involved. 2. Involving （参与性） Given their live, real-time quality, consumers can find events and experiences more actively engaging. 3. Implicit （含蓄性） Events are more of an indirect "soft-sell."

Direct Marketing The many forms of direct marketing—direct mail, telemarketing, Internet marketing—share three distinctive characteristics. Direct marketing is: 1. Customized （定制性） The message can be prepared to appeal to the addressed individual. 2. Up-to-date （及时性） A message can be prepared very quickly. Interactive （互动性） The message can be changed depending on the person's response.

Key Terms Integrated Marketing Communications International advertising International personal selling International public relations International sales promotion Event and experience Direct marketing Media