1. 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

2. Marketing Communications
Chapter 12
Marketing Communications

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

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

5. Communications Process

6. 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

7. 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

8. 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
Voice mail

9. 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.

10. 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.

11. 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

12. 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.

13. 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

14. 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.

15. 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."

16. 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.

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