Integrated Marketing Integrated Marketing CommunicationsCommunications

Chapter 18Chapter 18

Integrated Marketing Integrated Marketing CommunicationsCommunications

• Sales PromotionsSales Promotions

• International Public RelationsInternational Public Relations

• International AdvertisingInternational Advertising

Advertising Strategy and Advertising Strategy and GoalsGoals

• Increased CompetitionIncreased Competition

• Product Attribute and Benefit Product Attribute and Benefit SegmentationSegmentation

• Regional SegmentationRegional Segmentation

Source Message Receiver

Encoding Decoding

FeedbackNoise

Noise Noise

Noise

The Communication ProcessThe Communication Process

• SourceSource

• EncodingEncoding

• DecodingDecoding

• ReceiverReceiver

• FeedbackFeedback

• NoiseNoise

MessageMessage

• Legal ConstraintsLegal Constraints– Comparative advertisingComparative advertising– ProductsProducts– TaxesTaxes

• Linguistic LimitationsLinguistic Limitations– Translations and literacy ratesTranslations and literacy rates

• Cultural DiversityCultural Diversity– Frame of referenceFrame of reference– SubculturesSubcultures

MessageMessage

• Media LimitationsMedia Limitations

• Production Costs and LimitationsProduction Costs and Limitations

Media Planning and AnalysisMedia Planning and Analysis

• Tactical Tactical ConsiderationsConsiderations– AvailabilityAvailability– CostCost– CoverageCoverage– Lack of market dataLack of market data

• Specific Media Specific Media InformationInformation– NewspapersNewspapers– MagazinesMagazines– Radio/TVRadio/TV– Satellite and Cable Satellite and Cable

TVTV– Direct mailDirect mail– InternetInternet– Other Other

Campaign Execution, Campaign Execution, Advertising Agencies, & Advertising Agencies, & ControlControl• Campaign Campaign

ExecutionExecution

• Advertising Advertising AgenciesAgencies– Local domestic Local domestic

agencyagency– Multinational Multinational

agency with local agency with local branchesbranches

• International International Control of Control of AdvertisingAdvertising– DeceptionDeception– DecencyDecency– Product PlacementProduct Placement– Self-regulationSelf-regulation