S21 integrated communications

Integrated marketing communications and international

advertisingINTERNATIONAL MARKETING

Integrated marketing communications - IMC

Advertising

Sales promotions

Trade shows

Personal and direct sales

Public relations - PR

guides.nyu.edu www.crecenegocios.com www.iko-system.com www.emaze.com www.penguinpr.co.uk

Promotional mix

Successful sale of a product or a service,

achiving synergies among them.

Sales promotions in international markets

Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness.

Cents off In-store demonstrations Samples Coupons Gifts Contests

Supplement advertising and personal selling in the

promotional mix.

Short term efforts aimed to customer or retailer to

achieve specific objectives.

www.ciao.fr

Low market share

Local adaptation is required

International public relations Create good relationships with the popular press and other media to help companies

communicate messages to their publics. (Customers, general public and governmentalregulators).

Not only covering positive stories but

also managing negative rumors and situations.

https://youtu.be/hFvGBdnTuAE

PR Agencies are needed to: - Deal with international problems.- Create an international profile.

International advertising It’s the element of the promotional mix with the highest influence of cultural differences.

Customers respond in terms of their culture, style, feelings, value systems, attitudes, beliefs and perceptions.

https://www.youtube.com/watch?v=79J36377nBk&feature=youtu.be

Translate the qualities of products and services in terms of consumer needs, wants and desires.

All advertisement characteristics must coincide with cultural norms.

How?Perform

marketing research.

Specify the goals of

communication.

Develop the most effective message

for the market selected.

Select effective media.

Compose and secure a Budget.

Execute the campaign.

Evaluate the campaign.

Advertising strategy and goals

Advertisement goals vary among the countries.

For strategy…

Authorities

Use of singe or multiple agencies

Media selection

Standardization or adaptation of campaigns

www.dirtyhandsmarketing.com www.todaytranslations.com

PRODUCT ATTRIBUTE AND BENEFIT SEGMENTATION

A market offering really is a set of satisfactions or utilities the buyer receives, including the primary function of the P/S, along with many other benefits that mean value for customers.

Expected benefits vary among the countries:

Each market has its own differences so are its perceptions and responses.

REGIONAL SEGMENTATION

Media is covering regions

Standardized advertising efforts.Avoid confusion associated with brands and messages of one unique product.

https://youtu.be/zx1IvvLuuEI

Excellent picturesEasy operation

Excellent picturesState of the art design

Take pictures

Global advertising and communication process

“Develop the most effective message for the market selected” Creative challenge.

1. An information source: A product message to communicate.

2. Encoding: Converted message into effective symbolism for transmission.

3. A message cannel: Advertising media that transmit the encoded message to receiver.

4. Decoding: Interpretation by receiver of the symbolism.

5. Receiver: Consumer action by those who receive the message.

6. Feedback: Information about effectiveness of the message (Flows from receiver to information source).

7. Noise: Uncontrollable and unexpected influences such as competitive activities or confusión.

Encode the message taking into account the

cultural distance.SRC Avoid misunderstandings

https://www.youtube.com/watch?v=zJENOWWdzzs

LEGAL CONSTRAINTS

Comparative advertising laws vary between countries. Implicit and Explicit

Pharmaceutical articles, cigarrettes, liquor and toys are limited.

Limited time for advertising per day or hour.

Social issues are forbidden.

Subliminal publicity.

LINGUISTIC LIMITATIONS

Languages are different among the countries and even within one country.

• Be careful with translations.• Be aware of idioms.

CULTURAL DIVERSITY

International advertising can fail if marketers don’t understand the language and culture.

Cultural factors determine the perception of certain phenomena. The perception of the message varies.

PRODUCTION AND COST LIMITATIONS

Availability

Cost

Coverage

Lack of information about the market: Measure the coverage and how is composed the audience.

America Japan

Different around the world

NEWSPAPER

The number of competitors is different among countries.

Limitations between the advertising and editorial content.

Paper shortage.

MAGAZINES

Their use by international advertisers is low.

Few magazines have a large circulation.Magazines accept many advertisements and

then they decide which advertisements are going to be included.

MEDIA

Decrease their participation as print media

RADIO AND TELEVISION

Its value comes from its inherent entertainment.

Radio is an important medium because it covers bigger market segments.

More regulated

High costs

To identify and measure their audience is a difficult process.

MAIL

It is an important medium when there are no other media.

MEDIA (2)

INTERNET

•Its popularity is increasing. • Virtual stores• Social media

•Less limitations.

Limited coverage Medium or large incomes, higher level of

education and Young people.

OTHER MEDIA

https://www.youtube.com/watch?v=_LSol7zvkGI&feature=youtu.be

MEDIA (3)

•Cinema – Product placement

•Posters

•“Carvertise”: Painted private cars (Moving billboards).

Campaign execution and advertising agencies

The development and execution of advertising campaigns are managed by advertising agencies.

Domestic agency: Gives a better approach to the culture but low sophistication.

Multinational agency: Low experience in many countries but high sophistication.

The best offer is a multinational agency with different affiliates around the world.

https://youtu.be/WJffi1TgM2M