Integrated Marketing Communications (IMC) Mix Advertising Trade Shows Sales Promotion Personal Selling Direct Selling Public Relations

International Sales Promotions Sales Promotions—marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation Sales Promotions—short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase Examples—coupons, contests, rebates, games, samples,in-store demonstrations, sweepstakes, point- of-purchase displays, sponsorship of special events, product tie-ins

International Public Relations The process of creating and maintaining good relationships with the popular press and other media to help companies communicate messages to their “publics”—customers, the general public, governmental regulators, stockholders, etc. The job consists of not only encouraging the press to cover positive stories, but also of managing unfavorable rumors, stories, and events and participating in goodwill building activities

Top 20 Global Advertisers

The International Advertising Process—Steps to a Campaign 1.Perform marketing research 2.Specify the goals of the advertising campaign 3.Develop the most effective message(s) for the market segments selected 4.Select effective media 5.Compose and secure a budget 6.Execute the campaign, and 7.Evaluate the campaign relative to the goals specified

The International Communications Process

Elements of Communication An information source: An international marketing firm 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 message 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.

Microsoft—Windows XP Global Print Advertising Campaign

Windows XP Global Print Advertising Campaign (cont.)

International Media Options Newspapers Magazines Radio Network, Satellite, and Cable Television Direct Mail Internet Alternative Media (e.g. transit, outdoor)

International Media Challenges Availability and Reach— shortage of print or broadcast advertising media; media such as television or Internet may not be geographically dispersed Cost— costs are prohibitive to advertise in conventional advertising media Lack of Market Data— makes it difficult to reach specific target markets Legal Constraints— Comparative advertising is heavily regulated in some countries; pharmaceuticals advertising is restricted in many countries; advertising on television is strictly controlled in many countries, e.g., in Germany, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes/hour, commercial stations in the U.K. are limited to 7 minutes/hour