1. Integrated Marketing Communications and International Advertising
International Marketing
15th edition
Chapter 16
Integrated Marketing Communications
and International Advertising
Philip R. Cateora, Mary C. Gilly, and John L. Graham

2. Opening Side
Introduction
Integrated marketing communications (IMC) are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations
All these mutually reinforcing elements of the marketing mix have as their common objective the successful sale of a product or service
For most companies, advertising and personal selling are the major components in the marketing communications mix
The goal of most companies, large and small, is to achieve the synergies possible when sales promotions, public relations efforts, and advertising are used in concert
Roy Philip

3. 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
Roy Philip

4. International Public Relations
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
Bridgestone/Firestone Tires safety recall
Global workplace standards
Building an international profile
Corporate sponsorships
Roy Philip

5. International Advertising
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
Roy Philip

6. Advertising Strategy and Goals
Marketing problems
Require careful marketing research
Thoughtful and creative advertising campaigns
In country, regional, and global markets
Increased need for more sophisticated advertising strategies
Balance between standardization of advertising themes and customization
Consumer cultures
Roy Philip

7. Product Attributes and Benefit Segmentation
Different cultures usually agree on the benefit of the primary function of a product or service
Other features and psychological attributes of the item can have significant differences
Cameras
Yogurt
Almonds
Blue Diamond
Assumes that no two markets will react the same
Each has its own set of differences
Each will require a different marketing approach and strategy
Roy Philip

8. Regional Segmentation
Pan-European communications media highlights need for more standardized promotional efforts
Costs savings with a common theme in uniform promotional packaging and design
Legal restrictions slowly being eliminated
Roy Philip

9. Legal Constraints Comparative advertising
Advertising of specific products
Control of advertising on television
Accessibility to broadcast media
Limitations on length and number of commercials
Internet services
Special taxes that apply to advertising
Roy Philip

10. 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
In-country testing with the target consumer group avoids problems caused by linguistic differences
Roy Philip

11. 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
Roy Philip

12. Campaign Execution and Advertising Agencies
Managed by advertising agencies
Local domestic agency
Company-owned agency
Multinational agency with local branches
Compensation
Commonly 15 percent throughout the world
Some companies moving to reward-by-results
Roy Philip

13. International Control of Advertising – Broader Issues
Consumer criticism
Deceptive advertising
Decency and blatant use of sex
Self-regulation
Government regulations
Roy Philip

14. Summary (1 of 2)
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
Roy Philip

15. Summary (2 of 2)
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
Roy Philip