International communication

policy
International communication policy
Reminder: We often associate communication to
advertising. Advertising is one of the components
of the communication which is divided into two
divisions: one for internal company
communication, the second external
communication.
External communication acts on:
- the distribution networks, market intermediaries;
- the market, Directly and indirectly, to consumers
or users
1 - The definition of a communication strategy
1-1 The concept of global communication
The communication of the company includes all signals
issued by the company towards its environment
( customers, distributors, state ... ) . These signals are
not the same and do not have the same objectives.
a- The different types of communication
- Corporate communication: It is intended to describe
the reality of the company to its partners (suppliers,
shareholders, employees, investors ... )
- Institutional communication: It is to inform the
public and its staff the value system that underpins the
organization aims.
- Communication of brand: The brand has to guide the
choice of buyers. Brand communication is an answer to
the desires of consumers.
- Communication of Product: It exposes the
qualities of the product claiming its technical
characteristics , performance or benefit associated
with the purchase.
b-Communication tools:
Communication tools must be adapted to the level
of the communication. Traditionally there are 5
types of technical communication: advertising,
sales promotion, public relations, communication
event (sponsorship ...) the live marketing.
 1.2 Strategic options: standardization /
adaptation

Company that has opted for a global marketing will use a standardized
communication, the company has a more polycentric approach will prefer
the adaptation of its communication.
A-standardization:
It results in the use of the same communication in every country or
geographic area.
The Advantages:
- The creation and strengthening of a global brand image, product or
company
- Reducing costs of creating and producing messages.
- Reducing confusion image in case of recovery media or consumer mobility.
b-The difficulties
- Its effectiveness depends on the supposed universality of certain needs and
internationalization of consumer behavior hypothesis.
- Cultural differences result in different motivations of consumer’s behavior
the same product.
- Differences in legislation.
 
B-Adaptation or adjustment:
The adaptation of international communication
strategy of the company is reflected in the definition
and implementation of a specific communications
policy for each national market.
The advantages:
- Meet the needs of different target groups identified
- Adaptation allows to respect the specificities of
national markets both in term of consumer
expectations, local legal constraints, practices
commercial communication, cultural context, the
realization by local subsidiaries which facilitates the
motivation of sales teams abroad.
B-The difficulties
- Adaptation is very expensive
- The adaptation leads to a disparity image
- Adaptation prevents synergy between actions in
different markets.
C - Homogenization
It is an intermediate solution between
standardization and adaptation , homogenization
results in the desire to impose an identical
positioning of the product or the same image of the
company.
The advantages:
- The creation of a global uniform image of the
products and the company ,
- Taking into account local specificities , both legal and
professional or cultural
 
b- The disadvantages:
- The cost of campaigns that are tailored to each
country,
- The rigidity of decision-making and control over local
proposals by the head of communications at
headquarters.
 
2 – The creative advertising :
Creation strategy based on the answer to three questions:
- How competitions attack advertising?
- What is the benefit/ consumer expected?
- What media can be used to support this benefit - consumer?
2-1 The media and tools:
The choice of media (cinema, billboards, radio, television, press) and
supports (for TV) is a strategic decision. In fact, their role is to convey the
message, with the greatest possible efficiency for targets
A- The choice of media and tools
c- Tools and international media : TV , radio, magazine press, some
newspapers (exp : Times)
d- Internet: Advertising on the Internet can take many forms :
- Banners , conventional or enriched sound, video, 3D , interactive
(called rich-media )
- Sponsorship ,
- Spamming : sending advertising e -mail
- The ranking on search engines
- Membership : the company paid sites that create links to its products.
e- criteria selection of media:
- The client coverage : Depending on the country , some
are used more than others, which is the attendance of
the media market and cultural differences in media
use.
- The availability of media : This is a function of the
opening of media advertising. Advertising is prohibited
on certain media. Advertising for certain products is
regulated in some media. Message content is regulated
in some media.
- Possibility to do: This criterion takes into account the
completion dates (creation and technical realization)
and the average budget needed for a campaign.
f - The internationalization of promotional activities :
The problem of adaptation / standardization rarely
arises in promotional material. Indeed , there are few
international promotional campaigns. Most of the
actions are carried out in each market according to
local constraints (regulatory, buying habits , political
competitors ... ) . These operations are an area of ​
special cooperation with distributors and also a form
of entertainment sales network .
 3 The company literature :

3-1 The role of documentation: The technical and commercial

documentation of the company is the first means of
communication , whether on the domestic or international markets .
The documentation must inform , develop , convince and sell. It
must present the company , located in the professional context and
publicize products.
 It is used for :
- The sales force of the company as support of the argument ,
- To inform government departments , banks, service providers ...
- To inform the local distribution and facilitate its argument and
promotion of products ,
- To inform and convince the customer of the value of the products
Whatever the form taken by the documentation , it
must:
- Provide a clear picture of the skills of the company,
- Do not be too large ,
- Be original to draw attention
- Be translated into English and the language of the
destination country
- Be updated regularly
- A visual recognition that guarantees the recognition
of the origin of the document ( same logo, same color
range ... )
- Knowing that its content must result from the
collaboration of different technical and commercial
services of the company.
 3-2 forms of documentation
A- brochures : also called platelets, allowing you to
synthesize the course of the company, its activities
and resources. Brochures should include:
- The production , the expertise of the company ,
- Technological potential : equipment
manufacturing, quality control , delivery , research,
- The sales network, service after-sales...
- Human potential
- References of the company ...
This information must be given by focusing on
"visual " ( photos, drawings, diagrams , plans ... ) .
It is necessary to draw the documents of the target
country to understand how the thinking of the
reader.
B- catalogs :
They aim to present in more detail the company's
products. They constitute a negotiating tool and a
tool for sale.
c- Presentation of company:
Operating in international markets, they can be
presented as a resume which are highlighted all
evidence to give credibility to the company : Aerial
photography of the production sites and head
office , presentation of technological innovations,
progress statistics of sales international, national
and international awards , professional referrals
from reputed companies in their field , etc.
Naturally, the board must, in its form, submit
upscale, graphics and printing qualities .
d- visual media:
Film, video , DVD, CD and slideshow help enhance the image of
the company to show its achievements , to give life to his
references, demonstrate expertise.
IT ?
5 - Public relations :
5.1 Definition and objectives
Public relations activities are information and
communication deployed by a group to establish
and maintain good relations between the group
and the different sectors of public opinion. The
purpose of public relations is to establish and
maintain positive relationships between the
company and its environment.
The tools are :
- The newspaper business
- Information on commercial networks
- The print media
6 Direct marketing
Direct marketing is an interactive system that uses one or
more communication media in order to provoke a
reaction and / or measurable transaction. It uses any
technique to promote . Communication has the effect of
arousing immediate or short-term response and to
provide the target means to transmit the response to the
company directly .
6-1 The vectors of direct marketing :
- The file : database
- The ( mailing) mail
- The telephone marketing (phoning )
- Telematics : teletext , the videodisc video, toll
- Television
The promotional activities abroad:
These actions allow us to be in tune with the market.
They allow not only to monitor and observe changes,
but also to promote the image of the company
participating in international events such as fairs,
exhibitions or professional conferences.
- The international fairs: International events are a
unique opportunity to gather under one big global
supply of a sector.