International Marketing Communication tools

1. INTERNATIONAL
MARKETING
COMMUNICATION

2. Composed of :
• Advertising
• Sales promotions
• Personal selling
• Direct selling
• Public relations
Integrated marketing communications
(IMC)

3. Sales Promotion in International Marketing
Marketing activities that stimulate consumer purchases and improve
retailer or middlemen effectiveness and cooperation
-Short-term efforts directed to the consumer or retailer to achieve
specific objectives.
Sales promotion Media
- Cents-off
- In store demonstration
- Samples
- Coupons
- Gifts
- Product tie-ins
- Contents
- Sweepstakes
- Sponsorships
- Point of purchase displays

4. International Public Relation
Creating good relationships with the popular press and other media
-To help companies communicate messages to customers, the general
public, and governmental regulators
• Bridgestone/Firestone Tires safety recall
• Global workplace standards
• Building an international profile
• Corporate sponsorships

5. International Advertising
1. Perform marketing research
2. Specify the goals of the communication
3. Develop the most effective message(s) for the market
segments selected
4. Select effective media
5. Compose and secure a budget
6. Execute the campaign
7. Evaluate the campaign relative to the goals specified

6. Top 10 Global Advertisers
01.Procter and Gamble Co.
02.Uniliver-Londan
03.L’Orel
General Motors
05.Toyota Motor Corp.
06.Coca-Cola Co.
07.Johnson and Jonson
08.Ford Motor Co.
09.Reckit Benckiser-Uk
10.Nestle

7. Advertising Strategy and Goals
• Marketing problems
Require careful marketing research
Thoughtful and creative advertising campaigns
In country, regional, and global markets
• Increased need for more sophisticated advertising strategies
• Balance between standardization of advertising themes and
customization
• Consumer cultures

8. Product Attributes
-Different cultures usually agree on the benefit of the primary function of a
product or service
-Other features and psychological attributes of the item can have
significant differences
-Blue Diamond
Assumes that no two markets will react the same
-Each has its own set of differences
-Each will require a different marketing approach and strategy

9. Regional Segmentation
Costs savings with a common theme in uniform promotional packaging
and design.
Legal restrictions slowly being eliminated.

10. The advertising message create challenges
The international communication process
Massage translate
into appropriate
meaning Competitive
activities,other
sales
people,confution
Advertising
media
Marketer with a
product
Evaluation of
communications
process and
measure of action
by receiver
Action by
consumer
responding to
decoded
message
Encoding
Noise
Message channel
Information
source
Feed Back Receiver
Decoding
Encoded
message
interpreted
into meaning

11. Legal Constraints
• Comparative advertising
• Advertising of specific products
• Control of advertising on television
• Accessibility to broadcast media
• Limitations on length and number of
commercials
• Internet services
• Special taxes that apply to advertising

12. Linguistic Limitations
• Language is one of the major barriers to effective communication
through advertising
• Translation challenges
• Low literacy in many countries
• Multiple languages within a country
• In-country testing with the target consumer group avoids problems
caused by linguistic differences

13. Media limitations
‘ The role of advertising in the promotional program’
Production and Cost Limitations
-Poor-quality printing
-Lack of high-grade paper
• Low-cost reproduction in small markets poses a problem in
many countries

14. Media planning and analysis
Tactical
consideration
Availability
Cost
Coverage
Lack of
market data

15. Advertising media
News papers
Television and
radio
Magazines
Satelite and cable TV
Direct mail
Internet
Social media
Mobile phone
application
Other media

16. Campaign Execution and Advertising Agencies
• Managed by advertising agencies
-Local domestic agency
-Company-owned agency
-Multinational agency with local branches
• Compensation
-Commonly 15 percent throughout the world
-Some companies moving to reward-by-results
No. Agency Headquarters
01 BBDO Worldwide(Omnicom) New York
02 McCann Erickson Worldwide New York
03 DraftFCB Chicago
04 Epsilion Irving
05 Digitas Boston
World’s top five Advertising Agencies

17. Personal Selling and
Sales Management

18. • Expatriates
-Numbers are declining
-Important for highly technical or involved products
-High cost
-Cultural and legal barriers
-Limited number of high-caliber personnel willing to live abroad
• Virtual expatriates
-Manage operations in other countries but don’t live there
Recruiting Marketing and Sales Personnel
• Local national
-Transcend both cultural and legal barriers
-Familiar with distribution systems and referral networks
-Headquarters personnel may ignore their advice
-Lack of availability
-Sales positions viewed negatively

19. • Third-country nationals
-Expatriates working for a foreign company
• Host-country nationals
-Work restrictions

20. • Management must define precisely what is expected of people
• Prime requisites
o Maturity
o Emotional stability
o Breadth of knowledge
o Positive outlook
o Flexibility
o Cultural empathy
o Energetic and enjoy travel
• Mistakes can be costly
• A manager’s culture affects personnel decisions
Selecting sales and marketing personnel

21. Training for International Marketing
The training program depends on:
-The home culture of the sales person
-The culture of the business system and foreign market
• Continual training is important in foreign markets
• Companies should provide home-office personnel with
cross-cultural training
• The Internet now makes some kinds of sales training
much more efficient

22. Designing Compensation Systems for Sales person
• Fringe benefits
• Compensations comparisons between the home office and abroad
• Short-term assignment compensation
• Using a compensation program to recruit, develop, motivate, or retain
personnel

23. The Changing Profile of the Global Manager
• Fewer companies today limit their search
for senior-level executive talent to their home countries
• Some companies believe
-It is important to have international assignments early in
a person’s career
-International training is an integral part of their entry-level
development programs
• Many companies are active in making the foreign experience an
integrated part of a successful corporate career

24. Foreign-Language Skills
Learning a language improves cultural understanding and business
relationships
-To be taken seriously in the business community, the expatriate must
be at least conversational in the host language
-Making stronger efforts to recruit people who are bilingual or
multilingual

28. Thank You