has in mind, as well as the merits of and
costs entailed in using different tools in the promotion mix.In making these decisions, the marketer is developing a promotional, or an integrated marketing communication plan.
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lnternational Marketing Chapter 11 Global Promotion Decision
Содержание
- 1. lnternational Marketing Chapter 11 Global Promotion Decision
- 2. Global advertisingPersonal SellingSales promotionPublic relations
- 3. Promotion decisions must consider the
- 4. Слайд 4
- 5. Warm-up DiscussionWhich is your favorite advertisement ?
- 6. A. Global advertisingAdvertising is a form of
- 7. PurposeAttentionInterestDesireAction
- 8. CASE 1
- 9. CASE 2
- 10. CASE 3
- 11. CASE 4
- 12. Advertising reaches people through various forms of
- 13. What makes a good advertisement? Attract attention
- 14. Advertising Techniques 1. Basic Appeals BiologicalFocus on
- 15. RationalFocus on the consumer’s reasoning abilities (cost,
- 16. CASE 1
- 17. CASE 2
- 18. CASE 3
- 19. CASE 4
- 20. CASE 4
- 21. Attention-getting headlines A successful headline
- 22. 3. Slogans Short phrases that a
- 23. 4. Comparison of products Used most
- 24. 5. Repetition One of the
- 25. Offer the same advertising everywhere?Adapt the advertising to each society?Global Ads: Same everywhere?
- 26. Brand Name same Theme
- 27. AdvantagesConsistency of brand communicationsMedia spilloverCost savingLeveraging a great ideaAbility to introduce products quickly, worldwide
- 28. DisadvantagesImages and symbols might not be locally
- 29. Global Advertising is Most Powerful When… The
- 30. Pattern standardization Brand Name same
- 31. CASE 1
- 32. CASE 2
- 33. Challenges in Executing Advertising WorldwideThe Creative ChallengeThe Media ChallengeThe Regulatory Challenge
- 34. 1.Creative ChallengeWritten and spoken languageTranslation difficultiesCulture-bound “picturing”Assumptions and inferencesIdentifying cross-cultural icons and symbols
- 35. 2. The Media ChallengeAvailability and Coverage-Too few
- 36. 3. Regulatory ChallengesCan you use:-Ads directed to
- 37. CASE
- 38. The Global Ad Agency To coordinate
- 39. To communicate the global advertisements effectively
- 40. B. Personal selling Personal selling is the
- 41. My budget won’tallow me to replacethem all
- 42. What are the main roles of sales
- 43. (4) Servicing - providing support and service
- 44. Advantages of using personal sellingIt is a
- 45. The face-to-face sales meeting gives the sales
- 46. Main disadvantages of using personal sellingThe
- 47. Host country or home country?
- 48. CASE
- 49. How to be a great salesperson in
- 50. CASEArab Countries: Don’t use your left hand
- 51. C. Sales promotion Sales promotions
- 52. It includes several communications activities that attempt
- 53. 1. Consumer sales promotion techniques Price deal:
- 54. Price-pack deal: The packaging offers a consumer
- 55. 2. Trade sales promotion techniques Trade allowances:
- 56. CASE
- 57. D. Public relationsPublic relations (PR) is the
- 58. Creating a Public Relations PlanRACEResearch Analysis & PlanningCommunication Evaluation =RESULTSRemember to…
- 59. PENCILSP-Publication E-Event N-News C-Community relation I - Identity media L- Lobby S- Social cause marketing
- 60. Public Relations ActivitiesConference A news conference or press
- 61. CASE 1
- 62. CASE
- 63. b) Opening ceremony It is the official
- 64. CASE 1
- 65. CASE 3
- 66. CASE 2
- 67. c) Exposition A collection of things (goods or works ) for public display
- 68. CASE 1
- 69. CASE 2
- 70. d) Sponsorship To sponsor something is to support
- 71. CASE 1
- 72. CASE 2
- 73. Decision Sequence for Developing the Promotion Mix
- 74. CASE
- 75. SummaryGlobal advertisingPersonal SellingSales promotionPublic relations
- 76. Reference公共关系学 赵小兰 中国社会科学出版社http://www.olympic.org/sponsors (奥运会赞助商）http://www.adtopic.net/ (经典广告）http://www.4aad.com/ (国际4A广告网）
- 77. Слайд 77
- 78. Скачать презентанцию
Global advertisingPersonal SellingSales promotionPublic relations
Слайды и текст этой презентации
Слайд 3 Promotion decisions must consider the objectives the marketer
In making these decisions, the marketer is developing a promotional, or an integrated marketing communication plan.
Слайд 5Warm-up Discussion
Which is your favorite advertisement ? What is the
ad you dislike most?
What part has advertising played in
your purchase or selection of products or services?What is your attitude towards advertising, positive or negative?
Слайд 6A. Global advertising
Advertising is a form of communication that typically
attempts
to persuade potential customers to purchase or
to consume more of
a particular brand of product orservice.
Global advertising is the use of the same advertising
appeals, messages, photos, stories in multiple- country
Markets.
Слайд 12Advertising reaches people through various forms of mass communication.
These
media include newspapers, magazines, television, radio, the Internet, direct mail,
outdoor signs, transit signs, window displays, point-of-purchase displays, telephone directories, novelties.
Слайд 13What makes a good advertisement?
Attract attention and retain attention.
Communicate the key benefits
Achieve the objective of the advertising
strategy.Avoid errors, especially legal ones.
Слайд 14Advertising Techniques
1. Basic Appeals
Biological
Focus on consumer’s basic needs
for health and security
Emotional
Focus on the consumers’ feelings (love, romance,
pride)
Слайд 15Rational
Focus on the consumer’s reasoning abilities (cost, safety, convenience)
Social
Focus on
the way that social pressures influence consumer behavior ( weight,
fashion)
Слайд 21Attention-getting headlines
A successful headline leads a person
into reading the rest of the ad.
Some headlines attract attention by promising the reader a personal benefit, such as savings or improvement in physical appearance. 
Слайд 223. Slogans
Short phrases that a company uses over
and over in its ads.
Good slogans are
easy to remember and stick in people’s minds. 
Слайд 234. Comparison of products
Used most frequently to sell
products that compete heavily with other brands.
Advertisers
compare their product with similar brands and point out the advantages of using their brand. 
Слайд 245. Repetition
One of the most basic techniques
advertisers use to get their message across, whether it is
a commercial broadcast several times a day or an ad published frequently.Repetition can help build or reinforce a company’s reputation. Advertisers also believe that the more people see or hear an advertisement, the more likely they are to accept the message and want the product.
Слайд 25Offer the same advertising everywhere?
Adapt the advertising to each society?
Global
Ads: Same everywhere?
Слайд 26 Brand Name same Theme same
Visual same
Positioning same
Actors
same Words sameLanguage (local) Media same
Materials same Slogan same
Prototype Advertising
Слайд 27Advantages
Consistency of brand communications
Media spillover
Cost saving
Leveraging a great idea
Ability to
introduce products quickly, worldwide
Слайд 28Disadvantages
Images and symbols might not be locally acceptable
Appropriate media might
not be available
Product usage is not the same
Local creativity is
stifled
Слайд 29Global Advertising is Most Powerful When…
The image communicated can be
identical across countries
The symbols used carry the same meaning across
countriesThe product features desired are the same
The usage conditions are similar across markets
Слайд 30Pattern standardization
Brand Name same
Theme same
Visual same
Positioning sameActors not same Words not same
Language (local) Media not same
Materials not all same Slogan same
Слайд 33Challenges in Executing Advertising Worldwide
The Creative Challenge
The Media Challenge
The Regulatory
Challenge
Слайд 341.Creative Challenge
Written and spoken language
Translation difficulties
Culture-bound “picturing”
Assumptions and inferences
Identifying cross-cultural
icons and symbols
Слайд 352. The Media Challenge
Availability and Coverage
-Too few options
-Too many options
-Global
television now possible though
Costs and Pricing
-Complex due to many options
-No
set pricing in some markets-Global coverage is expensive
Слайд 363. Regulatory Challenges
Can you use:
-Ads directed to children?
-Foreign languages in
ads?
-National symbols in ads?
Advertising may be taxed
Слайд 38The Global Ad Agency
To coordinate with the global
advertiser in terms of final message creation & media selection
To effectively construct a media schedule for the various local markets within its global network
Слайд 39 To communicate the global advertisements effectively into various smaller
local markets
To account for across-country variability in financial arrangements
& payments
Слайд 40B. Personal selling
Personal selling is the most direct and
often
the most effective means of communication.
However it is only
possible to reach a limited numberof people and this is therefore an inefficient way to
create a demand to pull sales through the distribution
channels.
Слайд 41My budget won’t
allow me to replace
them all at once,
but I
want them to
be compatible.
You might want
to consider leasing
computers. You
canget free service
and upgrade to a
newer model whenever
you want!
Слайд 42What are the main roles of sales force?
(1) Prospecting -
trying to find new
customers
(2) Communicating - with
existing and potential customers about the
product range
(3) Selling - contact with the customer,
answering questions and trying to
close the sale
Слайд 43(4) Servicing - providing support and service to the customer
in the period up to delivery and also post-sale
(5) Information
gathering - obtaining information about the market to feedback into the marketing planning process(6) Allocating - in times of product shortage, the sales force may have the power to decide how available stocks are allocated
Слайд 44Advantages of using personal selling
It is a face-to-face activity; customers
therefore obtain a relatively high degree of personal attention
The sales
message can be customised to meet the needs of the customerThe two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns
Слайд 45The face-to-face sales meeting gives the sales force chance to
demonstrate the product
Frequent meetings between sales force and customer provide
an opportunity to build good long-term relationships
Слайд 46Main disadvantages of using
personal selling
The cost of employing a
sales force. Sales people are expensive.
In addition, a sales
person can only call on one customer at a time. This is not a cost-effective way of reaching a large audience.
Слайд 49How to be a great salesperson in foreign
country?
Be organized. Planning
is very important .be confident about yourself, your products and
your service;Meeting your clients’ Needs. And Match needs with benefits; be honest and sincere, do not cheat on your customer
Good communication skill(speaking.reading persuading. Listening. promoting);
Respect foreign country’s culture.
Слайд 50CASE
Arab Countries: Don’t use your left hand to hold, offer,
or receive materials because Arabs use their left hand to
touch toilet paper. If you must use your left hand to write, apologize for doing so. Handshakes in Arab countries are a bit limp and last longer than typical handshakes.
Слайд 51C. Sales promotion
Sales promotions are short-term incentives
to encourage the purchase or sale of a product or
service .
Слайд 52It includes several communications activities that attempt to provide added
value or incentives to consumers, wholesalers, retailers, or other organizational
customers to stimulate immediate sales.Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.
Слайд 531. Consumer sales promotion techniques
Price deal: A temporary reduction
in the price, such as happy hour
Loyal Reward Program:
Consumers collect points, miles, or credits for purchases and redeem them for rewards. 
Слайд 54Price-pack deal: The packaging offers a consumer a certain percentage
more of the product for the same price (for example,
25 percent extra).Coupons: coupons have become a standard mechanism for sales promotions.
Слайд 552. Trade sales promotion techniques
Trade allowances: short term incentive
offered to induce a retailer to stock up on a
product.Trade contest: A contest to reward retailers that sell the most product.
Training programs: dealer employees are trained in selling the product.
Push money: An extra commission paid to retail employees to push products.
Слайд 57D. Public relations
Public relations (PR)
is the practice of managing
the flow of information between
an organization and its publics
The main goal of
a public relations department
is to enhance a company’s reputation.
Слайд 58Creating a Public Relations Plan
RACE
Research
Analysis & Planning
Communication
Evaluation
=
RESULTS
Remember
to…
Слайд 59PENCILS
P-Publication
E-Event
N-News
C-Community relation
I - Identity media
L- Lobby
S- Social cause marketing
Слайд 60Public Relations Activities
Conference
A news conference or press conference is a media event in
which newsmakers invite journalists to hear them speak and, most
often, ask questions. A joint press conference instead is held between two or more talking sides.
Слайд 63b) Opening ceremony
It is the official opening of a building or
event. some ceremonies mark the opening of a small building
such as a shop and are only attended by relatives or friends. Many public buildings, especially schools and libraries, are opened by a special guest.
Слайд 70d) Sponsorship
To sponsor something is to support an event, activity,
person, or organization financially or through the provision of products
or services. A sponsor is the individual or group that provides the supportSponsorship is a fee paid to a property (typically in sports, arts, entertainment or causes) in return for access to the exploitable commercial potential associated with that property
Слайд 76Reference
公共关系学 赵小兰 中国社会科学出版社
http://www.olympic.org/sponsors (奥运会赞助商）
http://www.adtopic.net/ (经典广告）
http://www.4aad.com/ (国际4A广告网）
