tailieunhanh - Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 19 - George E. Belch, Michael A. Belch

Chapter 19 - International advertising and promotion. The main goals of this chapter are: To examine the importance of international marketing and the role of international advertising and promotion, to review the various factors in the international environment and how they influence advertising and promotion decisions, to consider the pros and cons of global versus localized marketing and advertising. | Chapter 19 International Advertising and Promotion Role of International Advertising and Promotion Reasons for having different strategies for foreign markets Unfamiliar marketing environment Difference in values, customs, consumption patterns, and habits of consumers Language issues Lack of availability of media options International Economic Environment Economic Environment Stage of economic development Economic infrastructure Standard of living Per capita income Distribution of wealth Currency stability Exchange rates International Marketing And Promotional Decisions International Demographic Environment Demographic Environment Size of population Number of households Household size Age distribution Occupation distribution Education levels Employment rate Income levels International Marketing And Promotional Decisions International Cultural Environment Cultural Environment Language Lifestyles Values Norms and customs Ethics and moral standards Taboos International Marketing And Promotional Decisions International Political/Legal Environment Political/legal Environment Government policies Laws and regulations Political stability Nationalism Attitudes toward multinational companies International Marketing And Promotional Decisions Global Marketing and Advertising Global marketing: Using a common marketing plan for all countries Global advertising: Way to implement global marketing strategy by using the same basic advertising approach in all markets Global Products, Local Messages Methods Pattern advertising: Ads follow a basic approach, but themes, copy, and visual elements are adapted to differences in local markets Producing a variety of ads and messages and letting the regional managers choose the best suited Decision Areas in International Advertising Organization Style Creative Strategy & Execution Agency Selection Advertising Research Coordination of Other IMC Tools Media Strategy and Selection Decision Areas . | Chapter 19 International Advertising and Promotion Role of International Advertising and Promotion Reasons for having different strategies for foreign markets Unfamiliar marketing environment Difference in values, customs, consumption patterns, and habits of consumers Language issues Lack of availability of media options International Economic Environment Economic Environment Stage of economic development Economic infrastructure Standard of living Per capita income Distribution of wealth Currency stability Exchange rates International Marketing And Promotional Decisions International Demographic Environment Demographic Environment Size of population Number of households Household size Age distribution Occupation distribution Education levels Employment rate Income levels International Marketing And Promotional Decisions International Cultural Environment Cultural Environment Language Lifestyles Values Norms and customs Ethics and moral standards Taboos .