Transcript market - University of Winnipeg

Welcome to class of
Integrated Communications
Dr. Satyendra Singh
University of Winnipeg
Canada
Integrated Communications
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International Communications Process
Advertising
Advertising Planning
World’s Top 10 Advertising and Marketing Agencies
Personal Selling
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Ethnocentric
Polycentric
Regiocentric
Geocentric
• Personal Selling – Other Factors
• How IBM pays to Sales Executives Worldwide
• Relationship Marketing
International Communication Process
Advertising
• Establish Brand and/or Improve Image
– Russian Airline
– Brand image may
Toyota/Parker/Escorts
not
be
consistent
across
countries
• Product Features/Cultural Barriers
– Can products are not perceived as healthy products
– Different message in different country
– Bicycle recreational in Canada vs. transport in Holland/China
• Languages/Dialects
– 200 in India, 30 in Arab, 50 in Israel
• Media Limitations
– So many per year, no programming during working hours
• Creativity
– Respect culture, poor quality magazine but high circulation
– Adjust media, billboard may be cost-effective, no printing required
• Legal Constraints
– Ban on certain products– drugs, liquors, tobacco
Advertising Planning
• Availability
– Too few or too many – CCTV in China
• Coverage, media appropriateness
– Media may be political; need different media to gain wider coverage, video
vans, putting ads on cement-mixer, boats…
• Costs
– Do negotiate; it is subject to negotiations; depends on your bargain ability.
Cost of coverage varies e.g. Belgium $1.5/customer vs. $6 Italy
• Newspaper
– Difficult to get space Time magazine, Asahi Japan; possible to buy editorial
space in some countries, contextual priming effect
• Magazine
– No space. Accept twice as many advertisements, then select half by raffle
– Foreign edition of home magazine may be useful
– 10% of space can only be allocated, 5% of time -- Vietnam
• Radio and TV
– People are obsessed with TV. Check for restrictions
• Other Media
– Advertisements on car ($250/month in Spain) to sever as moving billboards
– Drivers must show their usual driving pattern and routes
The World’s Top Advertising and
Marketing Agencies ($ millions)
Personal Selling
• Ethnocentric
– Everywhere the same sales force as at home
• Polycentric
– Separate and distinct I.e. local sales force for each foreign market
• Regiocentric
– Separate and distinct sales force for each region – group of similar
countries
• Geocentric
– One sales force for all countries worldwide
How IBM Pays to Sales Executives Worldwide
Personal Selling -- Other Factors
• Identify Decision Maker
– Individual, group, top-boss, by vote…
• Continue Negotiations after Deal is Closed
– Signing a contract is just a beginning; work together to fix
problems and build relationship…Chinese managers
– Do not switch managers in the middle of negotiations
• Forge Friendship
– Columbia, Scotland, South Asian countries
• Be Evidence-Based
– Data and empirical evidence that supports your sales propositions.
No need for flashy brochures…,German managers.
• Learn to Relax
– Casual about time and punctuality… Indians, Pakistanis
• Establish Credibility
– First meeting is just a formality. Next meeting is about your
credibility, then sales talks…Russians
• Your Status
– Your business card must indicate your title … South Korea, India
Relationship Marketing
• Do not end business after a deal is made
• Build long-term relationship with buyers
– Customer loyalty program
– Periodic telephone calls enquiring about product performance
– If anything we can do for you
• Relationship building is important
– Large cultural distance between buyer and seller
– Collective versus individualistic society
• In Collective Society, business is small part of life
• Relationship is everything
• So, slow down and build trust