国际市场营销学（原书第15版）教学课件作者（美）菲利普R.凯特奥拉(PhilipR.CateorChap016课件.ppt

* An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketing. Global marketers face unique legal, language, media, and production limitations in every market. These must be considered when designing an IMC program. During the late 1990s many large firms moved toward an advertising strategy of standardization. However, more recently even the most multinational companies have changed emphasis to strategies based on national, subcultural, demographic, or other market segments. The major problem facing international advertisers is designing the best messages for each market served. The potential for cross-cultural misunderstandings is great in both public relations and the various advertising media. * The availability and quality of advertising media also vary substantially around the world. Marketers may be unable to profitably enter markets for lack of appropriate advertising media—for example, some products require the availability of TV. Advances in communication technologies (particularly the Internet) are causing dramatic changes in the structure of the international advertising and communications industries. New problems are being posed for government regulators as well. Despite these challenges, the industry is experiencing dramatic growth as new media are developed and as new markets open to commercial advertising. International Control of Advertising – Broader Issues Consumer criticism Deceptive advertising Decency and blatant use of sex Self-regulation Government regulations Roy Philip 16-* Summary (1 of 2) An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketing Currently companies are basing their advertising strategies on national, subcultural, demographic, or other market segments The major problem facing international advertisers is