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Chapter 16 INTERNATIONAL PROMOTION DECISIONS

Chapter 16 INTERNATIONAL PROMOTION DECISIONS. INTEGRATED MARKETING COMMUNICATION. Integrated Marketing Communication (IMC) defined Product, price, promotion, distribution must convey/reinforce the same message

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Chapter 16 INTERNATIONAL PROMOTION DECISIONS

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  1. Chapter 16INTERNATIONAL PROMOTION DECISIONS

  2. 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)

  3. THE COMMUNICATION PROCESS

  4. 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

  5. Mean Time of Adoption Innovators (2.5%) Early Majority (34%) Late Majority (34%) Early Adopters (13.5%) Laggards (16%) THE DIFFUSION PROCESS

  6. OTHER RELEVANT ISSUES IN ADVERTISING • Role of international advertising agencies • Controlling International Advertising

  7. 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.

  8. 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

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