1. International Marketing © Thomson/South-Western ChapterChapter International Marketing Communication 9.01 9.01 Exemplify the communication model and steps used in a promotional campaign 9

2. International Marketing © Thomson/South-Western Chapter 9 Slide 2 Winning Strategies MTV has a variety of channels and websites that provide opportunities for advertising. MTV targets music fans in their teens and twenties. Channel V is creating a global challenge for MTV. http://www.youtube.com/watch?v=gCLt9lNUy_o Video Launched the MTV Star

3. International Marketing © Thomson/South-Western Chapter 9 Slide 3 Lesson 9.1 International Promotional Strategies Goals Explain the communication model. Identify the steps used in a promotional campaign.

4. International Marketing © Thomson/South-Western Chapter 9 Slide 4 Terms promotion AIDA process encoding decoding feedback noise http://www.youtube.com/watch?v=0eUeL3n7fDs media

5. International Marketing © Thomson/South-Western Chapter 9 Slide 5 MARKETING PROMOTION promotion any form of communication that is designed to inform, remind, or persuade customers about a company, its goods, or services

6. International Marketing © Thomson/South-Western Chapter 9 Slide 6 MARKETING PROMOTION (continued) AIDA process Aware: the process begins by making an audience aware of a company’s advantages and product benefits. Interest: The company then creates an interest in their products. Desire: The company then creates a desire for the customer to purchase their products. Action: Finally the company gets the order. http://www.youtube.com/watch?v=dQADInp7-7Q

7. International Marketing © Thomson/South-Western Chapter 9 Slide 7 The International Communication Process

8. International Marketing © Thomson/South-Western Chapter 9 Slide 8 The International Communication Process (continued) encoding the process of using language and symbols to design a message decoding the process of interpreting the message

9. International Marketing © Thomson/South-Western Chapter 9 Slide 9 The International Communication Process (continued) feedback the receiver’s reaction to the message noise anything that interferes with the intended communication http://www.instructables.com/id/Really-Obnoxious-Noise-Maker/

10. International Marketing © Thomson/South-Western Chapter 9 Slide 10 DEVELOPING A PROMOTIONAL STRATEGY To reach marketing goals, promotional campaigns use the following steps: 1. Identify target audiences 2. Set communication goals 3. Develop a promotion budget

11. International Marketing © Thomson/South-Western Chapter 9 Slide 11 DEVELOPING A PROMOTIONAL STRATEGY (continued) 4. Develop a media strategy 5. Select a promotional mix 6. Implement the plan 7. Evaluate campaign effectiveness

12. International Marketing © Thomson/South-Western Chapter 9 Slide 12 Identify Audiences http://www.youtube.com/watch?v=Pg1tJUHWoEk http://www.youtube.com/watch?v=Pg1tJUHWoEk International marketers are likely to have multiple audiences and goals. The needs of each market need to be examined to determine the best promotional campaign to use.

13. International Marketing © Thomson/South-Western Chapter 9 Slide 13 Set Goals http://www.youtube.com/watch?v=Ye-2jqJbGqY http://www.youtube.com/watch?v=Ye-2jqJbGqY A company may have the same communication goals for multiple markets. Message design and media strategy may need to vary to reflect the unique differences of each country.

14. International Marketing © Thomson/South-Western Chapter 9 Slide 14 Develop Budgets Competitive parity: matching what your competition spends % of sales method: budgeting based on a certain % of expected sales Affordable method: spending all that a company can afford Objective and task method: advertisers predict the amount of promotion needed to reach goals. This is the best method.

15. International Marketing © Thomson/South-Western Chapter 9 Slide 15 Develop Media Strategies media - http://www.youtube.com/watch?v=OT6cz6oBd2E http://www.youtube.com/watch?v=OT6cz6oBd2E vehicles used to carry a message to an audience broadcast media: television and radio print media: newspapers and magazines outdoor media: billboards, posters and signs social (electronic) media: internet and cellular http://www.youtube.com/watch?v=WBAglpZnpQU

16. International Marketing © Thomson/South-Western Chapter 9 Slide 16 Select Promotional Mixes In order to reach their marketing goals, international marketers must develop complex communication strategies that use the entire promotional mix.

17. International Marketing © Thomson/South-Western Chapter 9 Slide 17 Implement the Plan Large global marketing companies are likely to use local promotional agencies to help develop strategies and implement the marketing plan.

18. International Marketing © Thomson/South-Western Chapter 9 Slide 18 Evaluate Effectiveness Evaluating campaign effectiveness requires researching a campaign’s impact on the intended audience.