Promotional strategies in international marketing
- 1. Course Instructor: Sneha Sharma
- 2. Identifying the target audience Determining communication objectives Determining the message Budget decisions
- 5. Overcoming the Language Barrier IBM slogan “solutions for a small planet” became ▪ “solutions for a small world ” in Argentina English slogan used worldwide ▪ You and US UBS Overcoming the Cultural Barrier In Saudi Arabia only veiled women can be shown inTV commercials Political sensitiveness ▪ Cadbury Kashmir Advertisement “Too good to share”
- 11. Scale Economies Consistent Image Globalization of Media • Television :TimeWarner,Viacom Global Consumer Segments CreativeTalents in Ad Agencies
- 12. Cultural Differences Advertising Regulations Ad in Indonesia Market Maturity IcedTea in Europe NIH (Not Invented Here) Syndrome
- 13. “Laissez-Faire.” No centralized policy Export Advertising More People Go withVISA (2009) Prototype Standardization Mercedes/TAG Heuer: Handbook to communicate its advertising guidelines to local subsidiaries RegionalApproach Concept Cooperation
- 14. Growth of Commercialization and deregulation of mass media Rise of Global and Regional Media Growth of Non traditional interactive media Improved media monitoring Coverage, circulation etc
- 15. Advertising ofVice Product In Japan word “Safe” can not be used for promoting over the counter drugs Comparative Advertising Foreign Made Ads In Malaysia: 80% of ad production cost to be spent within the country Content of Advertising Message Advertisements targeting children
- 16. Sales Promotion Direct Marketing Global Sponsorships Mobile Marketing Trade Shows Product Placement Viral Marketing