International Marketing Ch 16

what is integrated marketing communications (IMC)

coordination of all promotional tools to deliver a clear, consistent message that drives sales

primary purpose of IMC

to inform target customers about a market offering

core idea behind international marketing communications (IMC) effectiveness

promotional tools must be mutually reinforcing

five elements of the promotional mix

advertising, sales promotion, personal selling, direct selling, public relations

what unites all international marketing communication elements

the goal of successful product or service sales

why is international marketing communication important internationally

ensures message consistency across diverse markets

international marketing communications focuses on which type of message delivery

integrated and coordinated

international marketing communications begins after which stage

after the market offering is developed

international marketing communications supports which marketing objective most

market communication effectiveness

international marketing communication minimizes what major risk

conflicting or confusing brand messages

what are sales promotions

short term incentives to stimulate immediate purchase or trial

main targets of sales promotions

consumers and retailers/middlemen

primary objective of international sales promotions

increase purchase and retailer cooperation

four common sales promotion tools

coupons, gifts, contests, samples

key characteristic of sales promotions

short term focus

role of public relations (PR)

build positive coverage and manage negative publicity

why is PR critical internationally

media and public perception very across countries

why is international advertising culturally sensitive

consumer responses are shaped by cultural values and beliefs

core function of advertising

translate product qualities into consumer relevant meanings

main challenge of international advertising

adapting global campaigns to local cultures

do international advertising frameworks differ by country

no, core principles are universal

step 1 of international advertising planning

marketing research

final step of the advertising process

campaign evaluation

why have advertising strategies become more sophisticated

intense global competition and informed consumers

why seek global advertising control

reduce costs and improve coordination

what balance do global firms seek

standardization vs local responsiveness

what is a product “bundle of satisfactions”

total utilities and benefits received by the buyer

do cultures agree on primary product benefits

often yes

where do cultures differ most in products

psychological and symbolic attributes

what drives regional segmentation in Europe

pan-European media

why harmonize European advertising

efficiency and brand consistency

what supports cross border segments

reduced legal restrictions and behavior convergence

major creative challenge in global advertising

communicating meaning across cultures

what is “noise” in communication

uncontrollable interference reducing message effectiveness

what is encoding in advertising

converting ideas into symbols

what is decoding

consumer interpretation of the message

what role does feedback play

measures campaign effectiveness

why are legal constraints important

Advertising laws differ widely by country

which advertising type is heavily restricted globally

comparative advertising

why do translation errors occur in advertising

linguistic and cultural differences

what causes media limitations in developing countries

lack of infrastructure and access

key production limitation internationally

high costs or poor quality materials

what causes media limitations in developing countries

lack of infrastructure and access

key production limitation internationally

high costs or poor quality materials

why is media planning complex globally

rapid technological change

what affect international media cost

negotiation and agency bargaining power

why is coverage a problem in large countries

media not geographically dispersed

why are billboards not effective in some countries

high illiteracy rates

why is the internet vital to global advertising

growing reach and B2B effectiveness

why is social media increasingly important

consumer generated content influences brands

who develops and executes advertising campaigns

advertising agencies (local, owned, or multinational)