国际市场营销（双语教学） 第十部分 整合式国际营销传播（山西财经大学国际贸易学院）.pdf

1 第十部分 整合式国际营销传播 International Integrated Marketing Communications 2 Learning Objectives 1. Local market characteristics that affect the 1. Local market characteristics that affect the advertising and promotion of products advertising and promotion of products 2. The strengths and weaknesses of sales 2. The strengths and weaknesses of sales promotion and public relations in global promotion and public relations in global marketing marketing 3. When global advertising is most effective; 3. When global advertising is most effective; when modified advertising is necessary when modified advertising is necessary 3 Learning Objectives 4. The effects of a single European market on 4. The effects of a single European market on advertising advertising 5. The communication process and advertising 5. The communication process and advertising misfires misfires 6. The effect of limited media, excessive media, 6. The effect of limited media, excessive media, paper and equipment shortages, and paper and equipment shortages, and government regulations on advertising and government regulations on advertising and promotion budgets promotion budgets 4 Introduction • Once a market offering is developed to meet target market • Once a market offering is developed to meet target market needs, intended customers must be informed of the offering needs, intended customers must be informed of the offering Integrated marketing communications (IMC) comprises: Integ