Global IMC www.marketingPlanNOW.com 1 Marketing Communication Global IMC Part FOUR out of Four Danny Abramovich Marketing Plan Specialist
Marketing Communication-4 - Global IMC
May 25, 2015
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Global IMCwww.marketingPlanNOW.com1
MarketingCommunication
Global IMCPart FOUR out of Four
Danny AbramovichMarketing Plan Specialist
Global IMCwww.marketingPlanNOW.com2
Course Introduction, Main Topics
Background: CBHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC
üü
üü
Global IMCwww.marketingPlanNOW.com3
5. Global IMC4Definition
Global IMC is . . .
0. Background: CB 3. Creativity1. Communication 4. Integrated MarCom2. MarCom 5. Global IMC
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5. Global IMC 4 IntroductionThere are many cultural challenges that advertisersface in global marketing.
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5. Global IMC 4 Barriers
• Language Barriers– Language is a major barrier in global IMC!– Two types of translation errors can occur in
international marketing:• Multiple-meaning words• Idioms
• Other Cultural Barriers– Religion!
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Brand Knowledge
BrandKnowledge
BrandKnowledge
Brand Recognition
Brand Recognition
Brand Recall
Brand Recall
Non-Product-Related(e.g., Price, Packaging,
User and Usage Imagery)
Non-Product-Related(e.g., Price, Packaging,
User and Usage Imagery)
Product-Related(e.g., color, size, design features)
Product-Related(e.g., color, size, design features)
FunctionalFunctional
SymbolicSymbolic
ExperientialExperiential
AttributesAttributes
BenefitsBenefits
OverallEvaluation(Attitude)
OverallEvaluation(Attitude)
Types ofBrand Associations
Types ofBrand Associations
Strength andUniqueness of
Brand Association
Strength andUniqueness of
Brand Association
BrandAwareness
BrandAwareness
BrandImage
BrandImage
5. Global IMC 4 Brand Complexity
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5. Global IMC 4 Media Decisions
+ Growing deregulation of media.+ Rise of global and regional media.+ Growing spread of interactive marketing.+ Growing popularity of text messaging.+ Improved TV-viewership measurement.- Media infrastructure is not uniform.- Media availability is often a limitation.
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5. Global IMC 4 Ad Regulations
• The major types of advertising regulations include:– Advertising of “Vice Products” and
Pharmaceuticals.– Comparative Advertising.– Content of Advertising Messages.– Advertising Targeting Children.– Other Advertising Regulations: Issues of local
languages, tax issues, and advertising rates.
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5. Global IMC
Next Issue: In-class Presentations
Global IMCwww.marketingPlanNOW.com14
MarketingCommunication
Global IMCPart FOUR out of Four
Danny AbramovichMarketing Plan Specialist
www
marketing
plan
now
com
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