Integrated Marketing Communications and International Advertising

A Basic Model Communication Senders Receivers Source Sender Encoding Channel Massage Decoding Receiver Feedback Noise

A Basic Model Communication Communication: passing information, exchange ideas or establishing a commence of thoughts between sender and receiver. Two major participants in communication process are sender & receiver. Two major tools are massage & channels Two functions are encoding & decoding Interfere element is noise Source/ encoding: person or organization that information to share with another person or group (signs, symbols and pictures. Massage: That contain the meaning ,thoughts and information to convey. Receiver/decoding: transforming the meaning ,symbol and pictures into thoughts .

Global Perspective Integrated marketing communications (IMC) Advertising Sales promotions Trade shows Personal selling Direct selling Public relations Objective: the successful sale of a product or service

Sales Promotions in International Markets Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation Short-term efforts directed to the consumer or retailer to achieve specific objectives In markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increased Product sampling

International Public Relations The role of public relations (PR) is creating good relationships with the popular press and other media to help companies communicate messages to customers, the general public, and governmental regulators.

Steps in the International Advertising Process Perform marketing research. Specify the goals of the communication. Develop the most effective message(s) for the market segments selected. Select effective media. Compose and secure a budget. Execute the campaign. Evaluate the campaign relative to the goals specified.

Advertising Strategy and Goals Marketing problems require careful marketing research and thoughtful and creative advertising campaigns in country, regional, and global markets, respectively. Increased need for more sophisticated advertising strategies. Balance between standardization of advertising themes and customization. Consumer cultures

Product Attributes and Benefit Segmentation Different cultures usually agree on the benefit of the primary function of a product Other features and psychological attributes of the item can have significant differences

Global Advertising and the Communications Process If not properly considered, the different cultural contexts can increase the probability of misunderstandings Effective communication demands the existence of a “psychological overlap” between the sender and the receiver It can never be assumed that “if it sells well in one country, it will sell in another”

Global Advertising and Promotion Effort. Global or standardized advertising strategy. Pattern Advertising (similar basic message with some local variation) Customized. Marketing strategy; Cultural differences; Behavior in terms of the product; Media availability.

Legal Constraints Laws that control comparative advertising vary from country to country in Europe. Comparative advertising - e.g., Germany prohibits use of superlatives Advertising of specific products Control of advertising on television (Kuwait allow only 30 minutes. Accessibility to broadcast media Limitations on length and number of commercials Internet services Special taxes that apply to advertising - e.g., Japan.

Linguistic Limitations Language is one of the major barriers to effective communication through advertising Translation challenges Low literacy in many countries Multiple languages within a country

Cultural Diversity Knowledge of cultural diversity must encompass the total advertising project - Symbols, colors, tastes, values and beliefs. Existing perceptions based on tradition and heritages are often hard to overcome Subcultures Changing traditions

Media Limitations and Production and Cost Limitations Media limitations may diminish the role of advertising in the promotional program Examples of production limitations: Poor-quality printing Lack of high-grade paper Low-cost reproduction in small markets poses a problem in many countries

Media Planning and Analysis – Tactical Considerations Availability Cost Coverage Lack of market data

Media Planning and Analysis – Specific media Informations Newspapers Magazines Radio and television Satellite and cable TV Direct mail The Internet Other media

Summary An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketing. Currently companies are basing their advertising strategies on national, subcultural, demographic, or other market segments. The major problem facing international advertisers is designing the best messages for each market served. The availability and quality of advertising media vary substantially around the world. Advances in communication technologies are causing dramatic changes in the structure of the international advertising and communications industries.