Chapter 16: Integrated Marketing Communications and International Advertising

Steps in The International Marketing Process

Encoding, message channel, decoding, receiver, noise, feedback, and information source

Encoding

Message translation into appropriate meaning

Message channel

Addressing media and/or personal sales force

Decoding

Encoding message interpreted into meaning

Receiver

Action by consumer responding to decoded message

Feedback

Evaluation of communication process and measure of action by receiver

Information Source

Marketer with a product

Regional Segmentation

Pan-European communications media highlighting need for more standardized promotional efforts; Costs savings with a common theme in uniform promotional packaging and design; Legal restrictions slowly being eliminated

Integrated marketing communications

Composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations

who uses the Integrated marketing communications

used by organizations to brand and coordinate their communication efforts

how does The American Association of Advertising Agencies define IMC

“a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact.”

What trends have driven the transition from mass communications to integrated marketing communications

• A larger focus on data-based marketing vs. general-focus advertising and marketing

• on performance-based compensation

• on accountability in advertising

two way communication

The communications process involves two or more persons exchanging words or symbols.

Trade allowances

Short-term incentives offered to retailers to stock up on a product.

Dealer loaders

Incentives used to persuade retailers to purchase and display a product.

Trade contests

Contests used to reward retailers that sell the largest quantity or highest units of a brand’s product.

Training programs

Training instructing dealer employees in selling the brand’s product.

Push money (also known as “spiffs”)

Extra commission paid to retail employees to push products.

Trade discounts (also called functional discounts)

Payments to distribution channel members for performing certain functions.

The primary driver behind an integrated marketing communications (IMC) strategy is to

Create a seamless experience via all different aspects of marketing mix with unified communications across all message channels

Advertising __________________.

involves paying to disseminate a message that identifies a good or service or an organization being promoted to many people at one time

In essence, the marketing objectives of segmentation analysis are:

• To reduce risk in deciding where, when, how, and to whom a product, service, or brand will be marketed

• To increase marketing efficiency by directing effort specifically toward the designated segment in a manner consistent with that segment’s characteristic

Social media used as a marketing tool provides useful and valuable measurable data on which of the following?

Customer interactions, feedback, and buying habits

While browsing the Internet, a web user navigates to an online banking website. The user then decides to click to another website offering music streaming. A banner ad appears on the music streaming website promoting online checking and banking. This type of online advertising can be best described as

display advertising

Any influence that the company of manufacture, assembly, or design has on a customer’s positive or negative perception of a product is called the

Company of origin effect

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

true

Based on the lecture, what was the reason that Siemen's Print Ad failed in Hong Kong?

The consumers in Hong Kong did not understand the picture used

Advertising is considered effective when it communicates that the product is _________.

Different and better than the competition

The most significant use of segmentation is that it is a means of __________.

Minimizing risks by identifying targets with similar buying habits an using marketing tactics and selling products that are most likely to appeal to them

True or False. Physical distribution refers to the inflow of raw materials, parts, and supplies to the firm.

False

When a sender is forming a message and the receiver is listening to or reading it, they are doing what?

encoding and decoding

Which of these is an example of push promotion?

Social media / trade shows m