Integrated Marketing Communications Chpt. 16.ppt

Integrated Marketing Communications… Chapter 16 Integrated Marketing Communications (IMC) IMC consists of: Advertising Sales Promotions Trade Shows Personal Selling Usually short term efforts that are meant to stimulate immediate purchases Direct Selling Public Relations Can be good or bad press Bridgestone/Firestone Tires Advertising Global Advertising 7 Steps in International Advertising 1. Perform marketing research 2. Specify the goals of the communication 3. Develop the most effective message 4. Select effective media 5. Compose and secure a budget 6. Execute the campaign 7. Evaluate the campaign relative to the goals specified Examples Exhibit 16.1 pg. 472 “Top 20 Global Advertisers” Exhibit 16.2 pg. 472 “Top 100 Advertiser’s Global Spending by category Exhibit 16.3a b pg. 473 Russia’s and China’s Top Ten Advertisers” Advertising Advertising Strategies and Goals Standardization with local customization Where standardization can occur, companies gain in economies of scale, but must alter the advertising appeal to each unique culture Product Attribute and Benefit Segmentation Different cultures may seek the same benefit from the primary function of the product (a car’s primary function is to drive from one point to another); but differences occur when some features are valued over others across cultures (types of car stereos, safety equipment, after sale services, etc) . Regional Segmentation Where it is possible, advertising will continue to be segmented and standardized by region (European countries, or Latin American countries). Advertising The International Communication Process (7 steps): 1. An information source 2. Encoding From source 3. A message channel Who or what media conveys message 4. Decoding Interpretation by receiver Advertising The 7 Steps in Creating Message (the international communication process) 5. Receiver Consumer action taken by receivers 6. Feedback Effectiveness of message 7. Noise Uncontrollable and unpredictable in