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Chapter 8 Promotion

This document discusses various marketing promotion strategies that can be used internationally. It covers global advertising approaches like standardization vs adaptation and pattern advertising. It also discusses public relations, sales promotions, personal selling, direct marketing and sponsorships as elements of an international promotion mix. For each element, it provides examples and considerations for adapting the approach across different countries and cultures.

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Nguyễn Vy
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157 views

Chapter 8 Promotion

This document discusses various marketing promotion strategies that can be used internationally. It covers global advertising approaches like standardization vs adaptation and pattern advertising. It also discusses public relations, sales promotions, personal selling, direct marketing and sponsorships as elements of an international promotion mix. For each element, it provides examples and considerations for adapting the approach across different countries and cultures.

Uploaded by

Nguyễn Vy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Chapter 8: International

Marketing Promotion
Introduction

Marketing communications tell customers


about the benefits and values that a
company, product, or service offers
Contents

 Global Adversting
 PR
 Sales Promotion
 Personal selling
 Direct marketing
 Sponsorship
Global Advertising

 Advertising is any sponsored, paid message that is communicated in a non-


personal way
- Single country
- Regional
- Global
 Global advertising is the use of the same advertising appeals, messages,
art, copy, photographs, stories, and video segments for worldwide
suitability
Standardization vs. Adaption

Primary Issue
- Does it need the specific advertising message
and media strategy be changed from region to
region or country to country?
Think of cultural and legal issues
Standardization vs. Adaption

 4 difficulties that compromise an organization’s communication efforts


- The message may not get through to the intended recipient
- The message may reach the target audience but may not be understood
or may even be misunderstood
- The message may reach the target audience and may be understood but
still may not induce the recipient to take the action desired by the sender
- The effectiveness of the message can be impaired by noise
Standardization vs. Adaption
Standardization vs. Adaption
Pattern Advertising

A middle ground between 100% standardization


and 100% adaption
A basis regional or global communication
concept for which copy, artwork, or other
elements can be adapted as required for
individual countries
Pattern Advertising
Selecting an Advertising Agency
 Company organization
- Companies that are decentralized may want to leave the choice to the
local subsidiary
 National responsiveness
- Is the global agency familiar with local culture and buying habits of a
particular country?
 Area coverage
- Does the agency cover all relevant markets?
 Buyer perception
- What kind of brand awareness does the company want to project?
Creating Global Advertising
Creative Strategy – a statement or concept of
what a particular message or campaign will say
Big idea – “ The flash of insight that synthesizes
the purpose of the strategy, joins the product
benefit with consumer desire in a fresh, involving
way, brings the subject to life, and makes the
reader or audience stop, look, and listen”
Advertising Appeal
 Rational Approach
- Depend on logic and speak to the consumer’s intellect; based on the
consumer’s need for information
 Emotional Approach
- Tugs at the heartstrings or uses humor
 Selling proposition
- The promise or claim that captures the reason four buying the product or
the benefit that ownership confers
- Since products are at differing stages of the product life cycle in different
national markets and because of cultural, social and economic
differences, the most effective appeal or selling proposition may vary
Copy and Copywriters
Copywriting Decisions

Prepare new copy for foreign markets in host


country’s language
Translate the original copy into target language
Leave some or all copy elements in home
country language
Cultural Considerations

 Images of male/ female intimacy are in bad taste in Japan; illegal


in Saudi Arabia
 Wedding rings are worn on the right hand in Spain, Denmark,
Holland, Germany
 European men kiss the hands of married women only, not single
women
 In Germany, France and Japan, a man enters a door before a
woman; no ladies first!
Global Media Decisions

 Which medium or media to use?


- Print such as daily and weekly newspapers to
international audiences
- Electronics media like broadcast TV, cable TV, radio,
and the internet
- Other such as outdoor, transit, and direct mail
 Must know country-specific regulations
Public Relations
 Fosters goodwill and understanding
 Generates favourable publicity
 Tools
- News releases
- Media kits
- Press conferences
- Tours
- Articles in trade, journals
- Special events
- Social media
- Corporate Web sites
Role of Public Relations in Global
Marketing
 PR’s role is growing in the post global recession
- Build consensus and understanding
- Create harmony and trust
- Articulate and influence public opinion
- Anticipate conflicts and resolve disputes
PR nowadays

Smartphones, broadband internet, social


media, satellite links allow PR pros to stay in
touch with media anywhere, anytime
Public Relations Practices Around the
World
 Public relations practices can be affected by:
- Cultural traditions
- Social and political contexts
- Economic environments
 Public relations professionals must understand these
differences and tailor the message appropriately
Promotion Mix

 Sales promotion
 Direct marketing
 Personal selling
 Internet
 Sponsorships
Sales Promotion
 Sales promotion refers to any paid consumer or trade communication
program of limited duration that adds tangible values to a product or
brand
- Price vs. non-price promotions
- Consumer vs. trade promotion
Sales Promotion
Sales Promotion: Global or Local
 In countries with low levels of economic development,
low incomes limit the range of promotional tools
available
 Market maturity can also be different from country to
country
 Local perceptions of a particular promotional tool or
program can vary from country to country
 Local regulations may rule out use of particular
promotion in certain countries
Sampling

Provides consumer with opportunity to try


product at no cost
May be distributed in stores, in the mail,
through print media, at events, or door-to-
door
Couponing
Personal selling

 Person-to-person communication between a company


representative and a prospect buyer
 Focus is to inform and persuade prospect buying
 Short-term goal: build a relationship
Personal Selling
The Presentation Plan
 Approach
 Presentation
 Demonstration
 Negotiation
 Close
 Serving the sale
Expatriates
Host Country Saleman
Special Forms of Marketing
Communications
 Direct Marketing
- Direct mail
- Catalogs
- Teleshopping
 Event sponsorship
- Concerts, sporting events
- Product placement in movies
 Internet Communication
Direct Marketing

Any communication with a consumer or


business recipient that is designed to generate a
response in the form of:
- An order
- Request for further information
- A visit to a store or other place of business
One-to-One Marketing

 Building from Customer Relationship Management


- Identify customers and accumulate detailed information
about them
- Differentiate customers and rank them in terms of their
value to the company
- Interact with customers and develop long term
relationship
- Customize the product/service offered to the customer
Catalogs
Infomercials/ Teleshopping
Sponshorships

A company pays a fee to be associated with an


event, team, athletic association, or sport facility
Combine elements of PR and sales promotion
Draw media attention
Product Placement

 Arranging to have the company’s products and brand


names appear in TV
Shows, movies, and other types of entertainment
 Marketer also lend or donate product to celebrities and
other public figures

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