ch.16 Flashcards
Integrated marketing communications (IMC)?
composed of advertising, sales, promotion, personal selling, direct selling and public relations
Objective of IMC?
successful support sales of products and services
sales promotion in international markets?
operations to stimulate consumer purchase and improve retailer or middle men effectivness
international public relations?
creating good relationship with the popular, help companies communicate message to their publics
international advertising?
mass advertising is a powerful tool for curtural change since customers responds in terms of culture style, perceptions, feelings
advertising campaign steps?
1- perform market research
2- specify the goal
3- develop most effective message
4- select effective media
5- set budget
6- execute the campaign
7- evaluate
Advertisisng strategy and goals?
1- greater control and efficiency
2- avoiding the sacrifice of local responsiveness
basis for international segmentation?
product and attribute
the concept of the product should be sold
regional segmentation?
Costs savings with a common theme in uniform
promotional packaging and design ex: europe, same needs, perceptions
Legal Constraints?
1- minutes of ads per day
2- taxes on ads
3- Comparative advertising
Linguistic Limitations?
1- countries with more than one language
2- different meaning in different countries
3- spellings
Cultural Diversity?
1- Subcultures
2-Changing traditions
Examples of production limitations?
1-Poor-quality printing
2-Lack of high-grade paper
Media Planning and Analysis Tactical Considerations?
1-Availability: some countries have few advertising
2-Cost: the cost of reaching to specific group
3-Coverage:
4-Lack of market data
Campaign Execution
and Advertising Agencies?
the advertiser has the opportunity to:
1- employ a local domestic agency
2- Company-owned agency
3- multinational agency with local brands
