Integrated Marketing Communications and International Advertising Chapter 21 Matakuliah: J0474 International Marketing Tahun : 2009

Bina Nusantara University 3 Learning Outcome Sales Promotions in International Markets. International Public Relations International Advertising Advertising Strategy and Goals The Message : Creative Challenges. Media Planning and Analysis.

Bina Nusantara University 4 Sales Promotions in International Markets Integrated Marketing Communication (IMC) are composed of advertising, sales promotions, trade shows, personal selling, direct selling and public relations Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation. Cents off, in-store demonstrations, samples, coupons, gifts, product tie-ins, sweepstakes, and point of purchase displays are types of sales promotion devices designed to supplement advertising and personal selling in the promotional mix.

Bina Nusantara University 5 International 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 of PR consist of not only encouraging the press to cover positive stories about companies, but also managing unfavorable rumors, and events. Corporate sponsorship might be classified as an aspect of PR, although their connections to advertising are also manifest. The tobacco companies have been particularly creative at using sports events sponsorships

Bina Nusantara University 6 International Advertising internet Advertising’s function is to interpret or translate the qualities of products and services in term of consumer needs, wants desires, and aspirations, the emotional appeals, symbols, persuasive approaches and the other characteristics of an advertisement must coincide with cultural norms if the ad is to be effective.

Bina Nusantara University 7 International Advertising 1.Perform marketing research. 2. Specify the goals of the communication. 3.Develop the most effective message for the market segments selected 4. Select effective media 5. Compose and secure a budget. 6. Execute the campaign. 7. Evaluate the campaign relative to the goals specified. Reconciling an international advertising campaign with the cultural uniqueness of markets is the challenge confronting the international or global marketer. The basic framework and concepts of international advertising are essentially the same wherever employed. Seven steps are involved :

Bina Nusantara University 8 Advertising Strategy and Goals The goals of advertising Chinese manufacturers are establishing new brands as their economy expands Unilever is introducing a new product line extension, Dove shampoo, in East Asian markets. Product Attribute and Benefit Segmentation Regional Segmentation

Bina Nusantara University 9 The Message : Creative Challenges Linguistic Limitations Legal Constraints Cultural Diversity Media Limitations Production And Cost Limitations

Bina Nusantara University 10 Summary An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relation, sales promotions and direct marketing. Global marketers face unique legal, language, media, and production limitations in every market. These must be considered when designing an IMC program. The major problem facing international advertisers is designing the best messages for each market served. Advances in communication technologies ( particularly the internet) are causing dramatic changes in the structure of the international advertising and communications industries.