Integrated Communications in International Marketing

Objectives• To learn the local market characteristics that

affect the advertising and promotion of products.

• To list the strenghts and weaknesses of sales promotions and public relations in global marketing.

• To determine when global or modified advertising is more effective and/or necessary.

• To understand the communication process.• To identify advertising misfires.• To discover the effects of the European Union

as a single market on advertising.• To relate the effects of limited media,

excessive media and government regulations on advertising and promotion budgets.

Integrated Marketing Communications (IMC)The objective is the successful sale of a product or service

Sales Promotions in International Markets

Short-term marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation (e.g., in-store demonstrations, samples, coupons, gifts, support to concerts, fairs, and point-of-purchase displays)

Sales Promotions Techniquesin International Markets

International Public Relations

• Creating good relationships with the popular press and other media to have and maintain great positioning

International AdvertisingOf all the elements of the marketing mix, decisions involving advertising are those most often affected by cultural differences among country markets. Consumers respond in terms of their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions.

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The International Communications Process

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• Source of mistakes:Information source (marketer)

• If not properly considered, different cultural contexts can increase the probability of misunderstandings

• Effective communication demands the existence of a “psychological overlap” between the sender and the receiver

• Self-reference criterion; often the actual market needs and the marketer’s perception of them do not coincide.

• It can never be assumed that “if it sells well in one country, it will sell in another”

Encoding process: color, timing, values, beliefs, humor, tastes, and appropriateness of spokes- persons can cause the international marketer to

symbolize the message incorrectly.

Global Advertising and the Communications Process

• Decoding problems:

Global Advertising and the Communications Process

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– an improper message resulting from incorrect knowledge of use patterns,

– poor encoding producing a meaningless message,

– poor media selection that does not get the message to the receiver, or

– inaccurate decoding by the receiver so that the message is garbled or incorrect.

Therefore, errors at the receiver end result from a combination of factors:

Legal Constraints

• Comparative advertising• Advertising of specific products• Control of advertising on television• Accessibility to broadcast media• Limitations on length and number of commercials• Internet services• Special taxes that apply to advertising

Linguistic Limitations

• Language is one of the major barriers to effective communication through advertising

• Translation challenges• Low literacy in many countries• Multiple languages within a

country• In-country testing with the target

consumer group avoids problems caused by linguistic differences

Media Planning and Analysis – Tactical Considerations

• Not for every company or product

• Take into account different levels of technological development

• Literacy varies among countries.