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1、IntegratedMarketingCommunicationsandInternationalAdvertisingChapter12ChapterLearningObjectives1.Localmarketcharacteristicsthataffecttheadvertisingandpromotionofproducts2.Thestrengthsandweaknessesofsalespromotionandpublicrelationsinglobalmarketing3.Whenglobalad
2、vertisingismosteffective;whenmodifiedadvertisingisnecessaryChapterLearningObjectives4.TheeffectsofasingleEuropeanmarketonadvertising5.Thecommunicationprocessandadvertisingmisfires6.Theeffectoflimitedmedia,excessivemedia,paperandequipmentshortages,andgovernment
3、regulationsonadvertisingandpromotionbudgetsIntroductionOnceamarketofferingisdevelopedtomeettargetmarketneeds,intendedcustomersmustbeinformedoftheofferingIntegratedmarketingcommunications(IMC)comprises:advertisingsalespromotionspersonalsellingdirectselling,andp
4、ublicrelationsAllthesemutuallyreinforcingelementsofthepromotionalmixhaveastheircommonobjectivethesuccessfulsaleofaproductorserviceSalesPromotionsinInternationalMarketsCents-offIn-StoreDemonstrationsSamplesCouponsGiftsSalespromotionsaremarketingactivitiesthatst
5、imulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperationExamplesofsalespromotioninclude:Salespromotionsareshort-termeffortsdirectedtotheconsumerorretailertoachievesuchspecificobjectivesasconsumer-producttrialorimmediatepurchase6.Product
6、Tie-Ins7.Contests8.Sweepstakes9.SponsorshipofSpecialEvents,10.Point-Of-PurchaseDisplaysInternationalPublicRelationsThejobconsistsofnotonlyencouragingthepresstocoverpositivestoriesaboutcompanies,butalsoofmanagingunfavorablerumors,stories,andeventsCreatinggoodre
7、lationshipswiththepopularpressandothermediatohelpcompaniescommunicatemessagestotheirpublics—customers,thegeneralpublic,andgovernmentalregulators—istheroleofpublicrelations(PR)InternationalAdvertisingDecisionsinvolvingadvertisingarethosemostoftenaffectedbycultu
8、raldifferencesamongcountrymarketsConsumersrespondintermsoftheirculture,itsstyle,feelings,valuesystems,attitudes,beliefs,andperceptionsAdvertising’sfunctionistointerpretthequalities
