tailieunhanh - Lecture Global marketing: Contemporary theory, practice, and cases: Chapter 13 - Ilan Alon, Eugene Jaffe
Chapter 13, launching global communication and advertising. In this chapter, the following content will be discussed: Global promotional strategy, global advertising strategy, global advertising regulations, the global advertising agency. | Chapter 13 – Launching Global Communication and Advertising “If communication is to change behavior it must be grounded in the desire and interests of the receivers.” Aristotle McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Outline Global Promotional Strategy Globalized vs. Localized Communication and Branding Standardized Advertising Adapted Advertising Global Advertising Strategy Global Campaigns and Media Mix Global Advertising Regulations The Global Advertising Agency Summary 2 Global Promotional Strategy Most of marketing communication falls under the 4th ‘P’ of the marketing mix - promotion Promotional activities fall into four categories: Advertising Sales promotion Public relations Personal selling Other activities are also part of the promotional mix but are harder to categorize, such as sponsorships, product placement, events, certain forms of direct marketing and others. Marketing Communications are Now Two-Way Traditionally: One-way communication (Radio, TV, billboards, etc.) Today: two-way communication (Blogs, forums, websites, etc.) Challenges for Global Marketers Global promotional campaigns must incorporate new electronic channels as well as traditional channels Less distinction between global and local communications mean greater chance for misinterpretation of messages Consumers as well as companies can initiate brand communication, giving marketers less control over the message Easier measurement through digital marketing means marketers are more accountable for ROI Integrated Marketing Communication (IMC) Strategy The “whole impact” approach to IMC management advocates for a cross-functional view of marketing communications, which is particularly relevant to a company’s global promotional strategy. Globalized vs. Local Communication 5 most important attributes of a global brand: Consistent, easy to pronounce name in all markets Evenly dispersed sales across the world without one dominant market . | Chapter 13 – Launching Global Communication and Advertising “If communication is to change behavior it must be grounded in the desire and interests of the receivers.” Aristotle McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Outline Global Promotional Strategy Globalized vs. Localized Communication and Branding Standardized Advertising Adapted Advertising Global Advertising Strategy Global Campaigns and Media Mix Global Advertising Regulations The Global Advertising Agency Summary 2 Global Promotional Strategy Most of marketing communication falls under the 4th ‘P’ of the marketing mix - promotion Promotional activities fall into four categories: Advertising Sales promotion Public relations Personal selling Other activities are also part of the promotional mix but are harder to categorize, such as sponsorships, product placement, events, certain forms of direct marketing and others. Marketing Communications are Now Two-Way Traditionally: .
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