《I-Marketing》 南京大学mkt20.pptVIP

INTERNATIONAL MARKETING 6e Global Promotional Strategies Worldwide Media Strategy Challenges of country and regional differences Cultural, ethnic, regulatory, demographic Responses to challenges Social responsibility (Cause-related marketing) Sound management systems excellent communications 7 Stages in Promotional Campaign Planning Planning Promotional Campaigns Target Audience Promotional campaigns affect more than consumers who purchase the product or service. Suppliers, intermediaries, government, local community, bankers and creditors, media organizations, shareholders, and employees. Research to determine multimarket target audiences is required as firms become more internationally involved. Corporate image advertising Umbrella campaigns Global image campaigns Campaign Objectives Global objectives General guidelines and control for broad-based campaigns (consistency of message) Regional objectives Local objectives Specific and measurable targets (awareness, image, market share) for individual markets. The Budget The promotional budget links marketing objectives with media, message, and control decisions. Acts as a control mechanism. Media Availability $300 billion spent on worldwide media in 1999! Media Availability Internet Advertising Spending By Region Product Influences Product advertising restrictions National consumer protection regulations Special rules in certain markets reflecting local cultural values. Advertiser’s responses Adaptation Corporate image advertising Sports sponsorships Innovation product placement Diversification Audience Characteristics Strategy is to reach the intended target audience with the minimum of waste. Marketing strategist needs to know Media distribution (number of copies) Media audience compostion Advertising exposure Advertising perception Consumer response Global Media Print publications providing global coverage with regional language and content editions. Pan-regional radio and television, the Internet Import