PROMOTING IN INTERNATIONAL MARKETS:Advertising, Direct marketing, Public Relationing

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International Marketing MKT630

Lesson # 44

PROMOTING IN INTERNATIONAL MARKETS

International promotions mix:

Is the total marketing communications program and comprises of five major promotional tools, that are;

Advertising - any paid form of non-personal presentation and promotion of ideas, goods, or

services by an identified sponsor

Personal selling - personal presentation by the firm's sales force for the purpose of making sales &

building customer relations

Direct marketing - use of mail, telephone, internet, and other non-personal contact tools to

communicate with customers and prospects

Sales promotion - short-term incentives to encourage the purchase or sale of a product or service

Public Relationing - building good relations with the company's various publics, building up a

good "corporate image" & handling unfavorable events

Developing effective international communications:

Identifying first the target audience (individuals, groups, special publics or general public).

Target audience will heavily affect the communicator's decision:

on what will be said

how it will be said

when it will be said

where it will be said

who will say it

Factors influencing the setting international promotion mix:

type of product / market

size / dispersion of market

push versus pull strategy

buyer readiness stage

product lifecycle stage

availability of media

market sophistication

nature & level of competition / clutter

company's market position / objectives

company's resources

regulations

Changing face of international marketing communications:

shifting away from mass marketing to focused marketing

growth of direct marketing

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International Marketing MKT630

direct mail & catalogue marketing

telemarketing

television direct marketing (1-900-)

home shopping channels

online shopping (using computer)

internet (global reach)

in-house, house-to-house selling

Socially responsible marketing communication needed:

avoid fake & deceptive ads

refrain from making exaggerated claims

do not use bait & switch advertising

avoid irritants (faxes, e-mails, phone calls)

refrain from invasion of privacy

avoid exploiting emotions (love, fear, deprivation)

International advertising environment:

- Involves complexities of cross-cultural communications

- Consumer values and behavior patterns vary from one country to another (language, level of

context needed, life styles, values, norms & customs, ethics & moral standards, taboos)

- Differences in media and their availability

- Differences in regulations and market environment (economic, cultural, demographic,

political/legal)

Advertising in developed countries:

- Emphasize consumer goods, their retailing and advertising through mass media

- Heavy advertising and economic development go hand in hand

- Restrictions in some countries

Advertising in developing countries:

Many less developed countries are sellers' market

Most product markets are geographically limited

Media not highly developed

Advertising plays a less significant role in marketing

Do not have many resources to allocate for advertising

Advantages of international standardized advertising:

economies of scale in production & distribution

lower planning & control costs

lower advertising production costs

ability to exploit good ideas on worldwide basis

ability to introduce new products worldwide quickly

a consistent international brand / company image

simplification of coordination and control of advertising programs

targets global consumer segments

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International Marketing MKT630

Constraints on standardizing international advertisements:

language and attitude differences

media availability and infrastructure

economic differences

local distributors

differences in tastes & attitudes

difference in cultures

difference in needs & usage patterns

difference in lifestyles

difference in perception of product

difference in degree of market maturity

difference in advertising regulations

advertising of "vice products" and pharmaceuticals

comparative advertisements (comparing with other brands 

disallowed or a must to

substantiate)

advertising towards children -disallowed

When standardized advertising is appropriate:

brands that can be adapted for a visual appeal that avoid the problem of trying to translate words

brands that are promoted with image campaign based on themes that play universal appeal

new high-tech products

many luxury products targeted at rich

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