International Marketing Communication

1
International Marketing Communication
2
Session Outline

• International Marketing Communication Process
• Challenges in developing effective communication
• Target audience
• Communication objectives
• Message design
• Media
• Message source
• Feedback
• Sales force selection
• Assignment feedback

3
Marketing Communication Process
Context of Foreign Country
Context of Home Country
4
Developing Effective Communication
Step 1. Identifying the target audience
Step 2. Determining the communication objectives
Step 3. Designing a message
Step 4. Choosing media
Step 5. Selecting the message source
Step 6. Collecting feedback
5
Target Audience
Totally unaware, know of brand name only, aware
of a few benefits/attributes
Awareness
Knowledge
Little, some or extensive knowledge
Degree of liking ranging from strongly dislike
- indifferent like very strongly
Liking
Extent to which customers prefer one
brand/product over another
Preference
Degree of certainty that buying the product is
the right thing to do
Conviction
Intention to purchase, timing of
purchase, purchase amount etc.
Purchase
6
Communication Objectives

• What response is sought to move the customer
  closer to a purchase decision?
• 3 categories of marketing communication
  objectives

Informative

• telling the market about a new product
• explaining how a product works
• correcting false impressions
• building the company image

Reminder

• reminding consumers where to buy it
• maintaining its top of mind awareness
• increasing satisfaction of recent buyers

Persuasive

• building brand preference
• changing customers perceptions of product
  attributes and their importance
• persuading the customer to purchase now

7
Message Design

• Message content
• Rational appeals
• i.e. Apple iMac G5
• Moral appeals
• i.e. The Body Shop
• Emotional appeals
• i.e. Nandos

• Message format
• Print methods
• Headline, copy, illustration and colour
• Verbal methods
• Words, sounds and voices
• Personal (television advertising to personal
  selling)
• Body language, words, colour, sounds, voices,
  appearance

8
Media Choice Marketing Com. Mix

• Advertising
• Any paid form of non-personal presentation by an
  identified sponsor

Newspapers
Radio
Outdoor
Magazines
Cinema
Television
Directories
Journals
9
Marketing Communication Mix

• Advertising
• Any paid form of non-personal presentation by an
  identified sponsor
• Public relations
• Protect and/or promote a companys image/products

Annual reports
Events
Sponsorship
Press relations
House magazines
Corporate image
Lobbying
10
Marketing Communication Mix

• Advertising
• Any paid form of non-personal presentation by an
  identified sponsor
• Public relations
• Protect and/or promote a companys image/products
• Sales promotion
• Short-term incentives to encourage trial or
  purchase

Gifts
Rebates/Price discounts
Competitions
Coupons
Samples
Catalogues/brochures
11
Marketing Communication Mix

• Advertising
• Any paid form of non-personal presentation by an
  identified sponsor
• Public relations
• Protect and/or promote a companys image/products
• Sales promotion
• Short-term incentives to encourage trial or
  purchase
• Direct marketing
• Direct communications with individuals to obtain
  an immediate response

Direct mail/database marketing
Telemarketing
Internet marketing
12
Marketing Communication Mix

• Advertising
• Any paid form of non-personal presentation by an
  identified sponsor
• Public relations
• Protect and/or promote a companys image/products
• Sales promotion
• Short-term incentives to encourage trial or
  purchase
• Direct marketing
• Direct communications with individuals to obtain
  an immediate response
• Personal selling
• Personal presentations

Sales presentations
Trade fairs and exhibitions
13
Message Source

• Who do we use to communicate our message?
• Company spokesperson
• Actors
• Celebrities
• Source credibility
• Expertise
• Trustworthiness
• Likeability

14
(No Transcript)
15
JAPAN
CANADA
GERMANY
INDIA
USA
SINGAPORE
CHINA
UNITED KINGDOM
16
Sales Force Selection - Developed Countries
Management Orientation
Polycentric
Ethnocentric
Regiocentric
High
Technology Level
Low
(Honeycutt Ford, 1995)
17
Sales Force Selection - Less Developed Countries
Management Orientation
Polycentric
Ethnocentric
Regiocentric
High
Technology Level
Low
(Honeycutt Ford, 1995)
18
Evaluation - Expatriates
19
Evaluation Host Country
20
Evaluation Third Country
21
Feedback

• Measuring results
• Must take a pretest of the desired factor
• Must be linked to objectives
• Communication measures include
• Exposure
• Recall of message content
• Brand/product attribute/store awareness
• Attitudinal change
• Sales

22
Summary Key Points

• Major issues for international marketing
  communication
• Legislation
• Media availability and usage
• Language
• Cultural differences
• Consumer behaviour
• Competition
• Resources and capabilities
• Managements global orientation