Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Promotional strategies in international marketing

26.591 Aufrufe

Veröffentlicht am

Promotional strategies in international marketing

Veröffentlicht in: Bildung, Business, News & Politik

Promotional strategies in international marketing

  1. 1. Course Instructor: Sneha Sharma
  2. 2. Identifying the target audience Determining communication objectives Determining the message Budget decisions
  3. 3.  Overcoming the Language Barrier  IBM slogan “solutions for a small planet” became ▪ “solutions for a small world ” in Argentina  English slogan used worldwide ▪ You and US UBS  Overcoming the Cultural Barrier  In Saudi Arabia only veiled women can be shown inTV commercials  Political sensitiveness ▪ Cadbury Kashmir Advertisement “Too good to share”
  4. 4. Percentage of Sales Competitive Parity Objective and Task Method
  5. 5.  StandardizationVersus Customization (Adaptation)
  6. 6. Scale Economies Consistent Image Globalization of Media • Television :TimeWarner,Viacom Global Consumer Segments CreativeTalents in Ad Agencies
  7. 7.  Cultural Differences  Advertising Regulations  Ad in Indonesia  Market Maturity  IcedTea in Europe  NIH (Not Invented Here) Syndrome
  8. 8.  “Laissez-Faire.”  No centralized policy  Export Advertising  More People Go withVISA (2009)  Prototype Standardization  Mercedes/TAG Heuer: Handbook to communicate its advertising guidelines to local subsidiaries  RegionalApproach  Concept Cooperation
  9. 9.  Growth of Commercialization and deregulation of mass media  Rise of Global and Regional Media  Growth of Non traditional interactive media  Improved media monitoring  Coverage, circulation etc
  10. 10.  Advertising ofVice Product  In Japan word “Safe” can not be used for promoting over the counter drugs  Comparative Advertising  Foreign Made Ads  In Malaysia: 80% of ad production cost to be spent within the country  Content of Advertising Message  Advertisements targeting children
  11. 11. Sales Promotion Direct Marketing Global Sponsorships Mobile Marketing Trade Shows Product Placement Viral Marketing

×