international marketing communication

INTERNATIONAL MARKETING

COMMUNICATION

I

Composed of :

• Advertising • Sales promotions• Personal selling • Direct selling • Public relations

Integrated marketing communications (IMC)

Sales Promotion in International Marketing

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.

Sales promotion Media- Cents-off- In store demonstration- Samples- Coupons- Gifts- Product tie-ins- Contents- Sweepstakes- Sponsorships- Point of purchase displays

International Public Relation

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

International Advertising

1. Perform marketing research2. Specify the goals of the communication3. Develop the most effective message(s) for the market

segments selected4. Select effective media5. Compose and secure a budget6. Execute the campaign7. Evaluate the campaign relative to the goals specified

Top 10 Global Advertisers

01.Procter and Gamble Co.02.Uniliver-Londan03.L’OrelGeneral Motors05.Toyota Motor Corp.06.Coca-Cola Co.07.Johnson and Jonson08.Ford Motor Co.09.Reckit Benckiser-Uk10.Nestle

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

Product Attributes

-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

-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

Regional Segmentation

Costs savings with a common theme in uniform promotional packaging and design.Legal restrictions slowly being eliminated.

The advertising message create challengesThe international communication process

Massage translate into appropriate

meaning Competitive activities,other

sales people,confution

Advertising media

Marketer with a product

Evaluation of communications

process and measure of action

by receiver

Action by consumer

responding to decoded message

Encoding

Noise

Message channel

Information source

Feed Back Receiver

Decoding

Encoded message

interpreted into meaning

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

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

Media limitations

‘ The role of advertising in the promotional program’

Production and Cost Limitations

-Poor-quality printing-Lack of high-grade paper

• Low-cost reproduction in small markets poses a problem in many countries

Media planning and analysis

Tactical considerati

on

Availability

CostCoverage

Lack of market data

Advertising media

News papers

Television and radio

Magazines

Satelite and cable TV

Direct mail

Internet

Social media

Mobile phone applicationOther

media

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

No. Agency Headquarters01 BBDO Worldwide(Omnicom) New York02 McCann Erickson Worldwide New York

03 DraftFCB Chicago

04 Epsilion Irving

05 Digitas Boston

World’s top five Advertising Agencies

Personal Selling and Sales Management

• Expatriates-Numbers are declining-Important for highly technical or involved products-High cost-Cultural and legal barriers-Limited number of high-caliber personnel willing to live abroad

• Virtual expatriates-Manage operations in other countries but don’t live there

Recruiting Marketing and Sales Personnel

• Local national

-Transcend both cultural and legal barriers -Familiar with distribution systems and referral networks -Headquarters personnel may ignore their advice -Lack of availability -Sales positions viewed negatively

• Third-country nationals -Expatriates working for a foreign company• Host-country nationals -Work restrictions

• Management must define precisely what is expected of people• Prime requisites

o Maturityo Emotional stabilityo Breadth of knowledgeo Positive outlooko Flexibilityo Cultural empathyo Energetic and enjoy travel

• Mistakes can be costly• A manager’s culture affects personnel decisions

Selecting sales and marketing personnel

Training for International Marketing

The training program depends on:-The home culture of the sales person-The culture of the business system and foreign market

• Continual training is important in foreign markets• Companies should provide home-office personnel with

cross-cultural training• The Internet now makes some kinds of sales training

much more efficient

Designing Compensation Systems for Sales person

• Fringe benefits• Compensations comparisons between the home office and abroad• Short-term assignment compensation• Using a compensation program to recruit, develop, motivate, or retain

personnel

The Changing Profile of the Global Manager • Fewer companies today limit their search

for senior-level executive talent to their home countries• Some companies believe

-It is important to have international assignments early in a person’s career -International training is an integral part of their entry-level development programs

• Many companies are active in making the foreign experience an integrated part of a successful corporate career

Foreign-Language Skills

Learning a language improves cultural understanding and business relationships

-To be taken seriously in the business community, the expatriate must be at least conversational in the host language

-Making stronger efforts to recruit people who are bilingual or multilingual

Thank You