Chapter 16 INTERNATIONAL PROMOTION DECISIONS

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Chapter 16INTERNATIONAL PROMOTION DECISIONS
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INTEGRATED MARKETING COMMUNICATION

• Integrated Marketing Communication (IMC) defined
• Product, price, promotion, distribution must
  convey/reinforce the same message
• Need to integrate advertising, sales promotion,
  trade shows, personal selling, and public
  relations
• How the elements of the IMC would be different
  in international promotion (compared to domestic
  promotion)

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THE COMMUNICATION PROCESS
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FACTORS AFFECTING INTERNATIONAL
PROMOTION-COMMUNICATION

• Standardization Debate advantages and
  disadvantages
• Language and cultural diversity
• Legal considerations national regulations on
  advertising, use of media, sales promotion,
  product specific promotion restrictions and tax
  considerations
• Media planning analysis characteristics of the
  medium, availability, cost, coverage and data
  limitation
• Nature product consumer vs. industrial product,
  product benefits and characteristics, stage of
  PLC, and stage of adoption process, positioning
• Media selection availability, cost, coverage,
  pattern of media use (newspapers, radio, TV,
  satellite TV, direct mail, bill board), and
  evaluation of campaign effectiveness
• Pricing and distribution cost, coverage, and
  competition

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THE DIFFUSION PROCESS
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OTHER RELEVANT ISSUES IN ADVERTISING

• Role of international advertising agencies
• Controlling International Advertising

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DISCUSSION QUESTIONS

• What is Integrated Marketing Communication (IMC)?
  How the elements of the IMC would be different
  in international promotion? Explain.
• What is communication process? How it can be
  useful to an international marketer? Explain.
• Discuss the factors affecting the
  promotion-communication process (question may be
  asked to discuss specific factors)
• Explain the role of international diffusion
  process in marketing.

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HOUSEHOLD PENETRATION OF CABLE,SATELLITE, AND
INTERNET TOP 10 MEDIA MARKETS 1997
Country Cable Satellite Internet
United States 66.9 4.1
21.3 Japan 22.9 22.9
9.9 Germany 59.9 20.7 11.6 U.K.
7.0 15.0 5.0 France
7.0 8.0 1.7 Brazil 4.3
5.2 0.003 South Korea 14.0
N/A 1.8 China 25.8 25.8
N/A Italy N/A 3.4
1.9 Mexico 7.5 1.5 0.06