international marketing chapter 20 global promotional strategies copyright © 1999 by harcourt brace...
TRANSCRIPT
International Marketing
Chapter 20
Global Promotional Strategies
Copyright © 1999 by Harcourt Brace & Company
All rights reserved. Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt Brace & Company, 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.
The 7 Stages in Planning the Promotional Campaign:
Determine the target audience
Determine campaign objectives
Determine the budget
Determine media strategy
Determine the message
Determine campaign approach
Determine campaign effectiveness
Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved
The Target Audience…can be more than just the consumer!
Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved
Typical Target Audiences can also Include:• suppliers• intermediaries• government• the local community• bankers & creditors• media organizations• shareholders• employees
Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved
Corporate Image AdvertisingCorporate Image Advertising
Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved
Campaign Objectives can Meet:
• Global objectives
• Regional objectives
• Local objectives
Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved
The Budget“…links objectives with media, message, and
control decisions”.
Media Strategy Based onTarget Audience Characteristics -Campaign Objectives - Budget
Media Availability - Product InfluencesAudience Characteristics - Global Media
Time has 133 editions worldwideDiscovery channel reaches 87 million people in 90 countriesMTV reaches 252 million in 80 countries
Factors to Consider in Your Promotional MethodKnow Your Customer’s Buying Habits and Motivations
Diffusion of the Product or Service into the marketHow Customers will evaluate the productProduct’s Positioning
IDEAL“…a product that is manufactured, packaged, and positioned the same around the world”.
Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved
• Value of Outside Expertise– Creative development– Media buying– Specialty marketing
• Know the Local Laws
• Pre-Testing and Post-testing Product and/ot Brand recognition
• Promotional Alternatives– Personal Selling - Sales Promotion - Public Relations
• Public Relations Builds Image• PR-Agency:
– Burson-Marsteller– Shandwick– Hill and Knowlton– Fleishman-Hilliard– Edelman PR Worldwide