Transcript Lecture 7 - Angelfire

MK364
INTERNATIONAL
ADVERTISING
THEME FIVE: MANAGING
INTERNATIONAL
ADVERTISING
MANAGING CHANGE
HISTORICAL
CURRENT
MARKETER
MARKETER
CHANNEL
CHANNEL
MEDIA
CONSUMER
21ST CENTURY
MARKETER
CHANNEL
MEDIA
MEDIA
CONSUMER
CONSUMER
BASIC MODEL OF THE
COMMUNICATIONS
PROCESS
___noise____________noise____
Source
encodes
signal
(message)
(communication)
decodes destination
(receiver)
feedback
________________noise_______
COMMUNICATION THEORY – MULTI
STEP FLOW OF COMMUNICATIONS
T1
T2
Mass
Media
___
T6
T3
___
T5
T4
(OL)
ADOPTION AND DIFFUSION OF
INNOVATIONS
(normal diffusion)
early adopters
early
majority
late
majority
Innovators
2.5% 13.5%
Time
laggards
34%
34%
16%
APPLICATION WITHIN THE
ADOPTION PROCESS
awareness/ evaluation/ trial/ purchase/
interest
preference conviction adoption
advertising
direct mail
literature
public relations
exhibitions
sales promotion
KELLMAN’S SOURCE
CHARACTERISTICS MODEL
Source
(Internalisation)
Credibility
Source
(Identification) Source
Attractiveness
Characteristics
Source
Power
(Compliance)
FIELD OF EXPERIENCE/REALM OF
UNDERSTANDING
rou/foe
sender/source
(encoding)
noise
signal/message
rou/foe
(decoding)
feedback
destination/
receiver
INTERNATIONAL ‘NOISE’
FACTORS
• language differences
• other cultural/social differences
• economic differences
• legal/regulatory differences
• competitive differences
DECISION SEQUENCE MODEL
key factor analysis
objectives and positioning
research
communication
strategy
agencies
communications mix
communications budgets
evaluation and testing
PRACTICAL IMPLICATIONS
• how an organisation
communicates with its markets
• identifies any mismatch between
organisation and customers and
exploit motivations
• brief internal and external
agencies
• determine optimum mix
• plan response to feedback
ROLE OF RESEARCH
“..repositioning the brand had
reversed its decline and opened
new opportunities for continuing
market growth. For an international
brand these findings would have
offered valuable pointers for many
other market territories..”
David Wheeler on test marketing in “International
Advertising by J P Jones ch. 22
ROLE OF RESEARCH
THE EXAMPLE OF BEZIQUE
BY BACARDI:
• the decision not to test market
• the decision not to endorse
• 80% of new products “fail”
• leading the way for Bacardi
Breezer & Tom Cat
PERCEPTUAL MAPPING AND
BRAND IMAGE
UP-SCALE, CLASSY
Mercedes
Porsche
Volvo
Chrysler
CONSERVATIVE
Saab
BMW
Honda
SPORTY
Ford
Nissan
Toyota
Hyundai
PRACTICAL, AFFORDABLE
Communications Mix
Advertising
sales promotion
public relations
personal selling
corporate PR
direct marketing
Integrated
Communications
“careful planning creates
marketing communication
synergy that reinforces a
consistent message or image
in a cost effective manner”
Integrated
Communications
“a process for managing the
customer relationships that
drive brand value..by
strategically controlling and
influencing all messages…and
encourage purposeful
dialogue with them”
GESTALT
• consistency in brand
development
• synergy of effort
• closer client-agency
relationship
• teamwork
• effective measurement
PUTTING IT INTO PRACTICE
THE EXAMPLE OF PERRIER:
• history
• policy
• future prospects
• good behaviour
• reputation
Any Questions