Transcript Business Promotion-An Integrated Marketing Communications

Main Characters of Business Marketing
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More complex buying
Quantity, structure, concentration
Technology and performance driven
Importance of coordination
Derived demand vs. Joint demand
Value
Business Promotion-An Integrated
Marketing Communications Perspective
Integrated Marketing Communication Program
Advertising
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IMC Strategic Planning Process
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Set communication goals.
Determine roles for each medium.
Create messages.
Place messages in appropriate media.
Measure results.
Make adjustments in messages and/or media.
Communication Goals
Action
Desire
Interest
Awareness
Business Advertising
• Roles of Advertising?
• Creative Plans
• Media Selection?
Public Relations
Focus on the relationships and communications with
individual and groups in order to create mutual
goodwill.
Roles
Forms
• Publicity
• Public Affair
Sales Promotion: Trade Shows
Importance
• Buyer depend on trade shows
• Trade shows create dialogue
• Trade shows reach new prospects
• Trade shows strengthen customer relationships
• Building relationships with trade press
Trade Shows (cont.)
Show selection
Show Marketing Strategy
Direct Marketing
An interactive form of marketing using one or more
advertising media to effect a measurable response
and/or transaction at any location, with this activity
stored on database.
Personal Selling
International Marketing Communication
Decisions
Encoding
Message/
Channel
Decoding
Noise
Basic Model of Communication
Receiver
Response
Feedback
Source/
Sender
Cultural Context B
Cultural Context A
Message channel
Encoding
Message
translated into
appropriate
meaning
Noise
Competitive activities, other salespeople, confusion
and so on
Advertising
Media and or
personal
sales force
Decoding
Encoded
message
interpreted
into meaning
Feedback
Information
source
Markerer with
a product
Evaluation of
communications
process and
measure of action
by receiver
Receiver
Action by
consumer
responding to
decoded
message
Globalized vs. Localized Campaigns
Globalized campaigns
Localized campaigns
Pattern campaign
Coca-Cola: “Pattern Advertising”
• Basic approach
– Specific communication strategy
– Specific Audience
• Local adjustments
– Words and the lyrics are translated
– Basic adjustments made to the copy
– Visual adjustments made to the copy
International Advertising Campaigns
• Standardization whenever possible
When do you know it is possible and how to do it?
• Adaptation whenever necessary
When do you know it is necessary and how to do
it?
Cross-Cultural Audience Research
1. Economic conditions (LDC, NIC, HIC)
2. Demographic characteristics
3. Values
4. Custom and ritual
5. Product use and preferences
Creative Challenges in Global Ads
• Written and spoken language
•Quite literal translations
• Culture-bound picturing
• Assumptions and inferences
• Identifying cross-cultural icons
Media Challenges in Global Advertising
1. Availability and Coverage:
2. Costs and Pricing:
Regulatory Challenges for Global Ads
• The types of products that can be advertised
• The types of appeals that can be used
• The times that certain products may be promoted
• Advertising to children
•The use of foreign languages in advertisements
• The use of national symbols in advertisements
• The taxes levied against advertising expenditures
International Agency Options
The global agency
The local agency
International affiliates