Transcript c01 - Cengage

Chapter 18
Global
Promotional
Strategies
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
•
•
•
•
•
•
•
Determine the target audience
Determine the budget
Determine the message
Determine campaign effectiveness
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• The target audience
– Expectations of various audiences have to be
researched to ensure the appropriateness of campaign
decision making.
–
– An important aspect of research is to determine
multimarket target audience similarities.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• The target audience
–
– Companies may announce repositioning strategies
through image campaigns to both external and internal
constituents.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• Campaign objectives
– Can be divided into overall global and regional
objectives as well as local objectives.
–
– Have to be measurable for control purposes.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• Budget
– The promotional budget links established objectives
with media, message, and control decisions.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exhibit 18.2 - Budgeting Methods for
Promotional Programs
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• Media strategy - The major factors determining the
choice of the media vehicles to be used are:
–
–
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exhibit 18.4 - Restrictions on Advertisements for
Specific Products in Selected European Countries
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• Global media
–
– Advertising in global media is dominated by major
consumer ad categories, particularly airlines, financial
services, telecommunications, automobiles, and
tobacco.
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• Global media
– In choosing global media, media buyers most
importantly consider targetability, client-compatible
editorial, and editorial quality.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• The promotional message
–
– The localization of global ideas can be achieved by
various tactics, such as adopting a modular approach,
localizing international symbols, and using international
advertising agencies.
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• The promotional message
–
– Product-related regulations will also affect advertising
messages.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• The campaign approach
– What type of outside services to use
•
•
– How to establish decision-making authority for
promotional efforts.
•
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exhibit 18.10 - Coordinated Approach to
Panregional Campaign Development
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exhibit 18.10 - Coordinated Approach to
Panregional Campaign Development
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Planning Promotional Campaigns
• Measurement of advertising effectiveness
–
– The measures most used are sales, awareness, recall,
executive judgment, intention to buy, profitability, and
coupon return, regardless of the medium used.
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other Promotional Elements
• Personal selling
– Most personal selling is done by the subsidiaries, with
varying degrees of headquarters’ involvement.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other Promotional Elements
• Sales promotion
– Used for promotion that does not fall under advertising,
personal selling, or publicity.
–
– For sales promotion to be effective, the campaign
planned by manufacturers, or their agencies, must gain
the support of the local retailer population.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Exhibit 18.11 - Regulations Regarding Premiums,
Gifts, and Competitions in Selected Countries
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other Promotional Elements
• Public relations
– Is the marketing communications function charged with
executing programs to earn public understanding and
acceptance.
–
– Internal communication is important to create an
appropriate corporate culture.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other Promotional Elements
• Public relations
–
– External campaigns can be achieved through the use
of corporate symbols, corporate advertising, customer
relations programs, and publicity.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other Promotional Elements
• Public relations
–
– With interactive technology, consumers can find or
initiate topics of interest on the Web and engage in
online discussions that strongly affect their and others’
views; this new form of communication is called
consumer-generated media (CGM).
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other Promotional Elements
• Public relations
– The public relations function can be handled in-house
or with the assistance of an agency.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other Promotional Elements
• Sponsorship marketing
– Sponsorship involves the marketer’s investment in
events or causes.
–
– An event may become embroiled in controversy, thus
hurting the sponsors’ images as well.
–
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.