This document discusses international advertisement and sales promotion. It defines international promotion as promoting business across borders. The international promotional mix includes advertising, sales force management, sales promotion, public relations, and publicity. Advertising is defined as paid non-personal communication to promote ideas, goods, and services. Objectives of advertising include stimulating sales, communicating with consumers, and retaining loyalty. Challenges of international advertising include legal considerations, language limitations, cultural diversity, and media limitations. Sales promotion provides incentives to increase immediate sales and includes consumer promotions, trade promotions, and sales force promotions.

1. INTERNATIONAL
ADVERTISEMENT AND SALES
PROMOTION
Submitted to Submitted by
Dr. Ratinder kaur Jasneet Singh
16421070

2. WHAT IS INTERNATIONAL PROMOTION
International Promotion is promoting business
internationally or world or it is the marketing carried out
by companies in overseas or cross national borderlines.

3. INTERNATIONAL PROMOTIONAL MIX
• Advertising
• Sales force Management
• Sales Promotion
• Public Relations
• Publicity

4. WHAT IS ADVERTISEMENT
“Advertising is any paid form of non-personal
presentation and promotion of ideas, goods and
services by an identified sponsor.” – American
Marketing Association.

5. WHAT ADVERTISEMENT IS?
• It is a mass communication reaching a large group of
consumers.
• It makes mass production possible.
• It is paid non-personal communication, not delivered
by an actual person, nor is it addressed to a specific
person.
• It is a commercial communication because it is used
to help assure the advertiser of a long business life
with profitable sales.
• Advertising can be economical, for it reaches large
groups of people. This keeps the cost per message
low.

6. OBJECTIVES OF AN ADVERTISING
• To stimulate sales amongst present, former and
future consumers.
• To communicate with consumers.
• To retain the loyalty of present and former
consumers.
• To increase support.
• To project an image.

7. TYPES OF ADVERTISEMENT
• Classified Advertisement
• Non Product Advertisement
• Public Service Advertisement
• Outdoor Advertisement
• Covert Advertisement
• Brand Advertisement
• International Advertisement
• Celebrities Advertisement

8. WHAT IS INTERNATIONAL
ADVERTISEMENT
A non personal communication by an identified
sponsor across international borders , using
broadcast, print and interactive media.

9. GLOBAL ADVERTISING IS MOST
POWERFUL WHEN…
• The image communicated can be identical across
countries
• The symbols used carry the same meaning across
countries
• The product features desired are the same
• The usage conditions are similar across markets

10. DECISION AREA IN INTERNATIONAL
ADVERTISEMENT

11. FOUR COMPONENTS OF GLOBAL
ADVERTISING
1. STRATEGY – Global ads involve products &services that
are positioned similarly across markets, wherein the product’s
appeal is consistent
2. ORGANIZATION – global ads are typically directed from
headquarters with the help of advertising agencies with a
global network
3. MEDIA – with global reach are used, creating spillover that
crosses borders to reach customers in different countries &
follows traveling customers around the globe
4. MESSAGE & CREATIVE – copy & visualization may be
uniform across markets, uniformity decreases based on how
different each local market is from another

12. INTERNATIONAL ADVERTISING
STRATEGY
Standardization vs. Adaptation
• Standardization reduces costs: No duplication of
effort for each market
• Individual campaigns delay product launches
• Consumers increasingly share similar frames of
references with regard to products and consumption

13. CHALLENGES FACED BY
INTERNATIONAL ADVERTISEMENT
• Legal Consideration
• Language Limitations
• Culture Diversity
• Media limitations

14. BENEFITS OF INTERNATIONAL
ADVERTISEMENT
• Consistent
• Risk
• Localization
• Leadership
• Media

15. SALES PROMOTION
• Sales promotion includes several communications
activities that attempt to provide added value or
incentives to consumers, wholesalers, retailers or
sales-force to stimulate the immediate sales
• Sales promotion describes promotional methods
using special short term techniques.

16. OBJECTIVE OF SALES PROMOTION
• Building Product Awareness
• Create Interest
• To increase the sales volume in short term
• Attract more customer
• Encourage the customer for buying

17. SALES PROMOTION TOOLS
• Consumer promotion
• Trade promotion
• Sales-force promotion

18. MAJOR CONSUMER PROMOTION TOOLS
• Free sampling
• Coupons
• Discounts
• Buy one get one free
• Combo offer

19. MAJOR TRADE-PROMOTION TOOLS
• Cash Bonuses
• Stock Return
• Dealer Trophies

20. MAJOR SALE-FORCE TOOLS
• Bonus
• Commission
• Quota Incentives

21. SALES PROMOTION
• Effective at achieving a
quick boost to sales
• Encourages customers
to trial a product or
switch brands
• Sales effect may only
be short-term
• Customers may come
to expect or anticipate
further promotions
• May damage brand
image
Advantages Disadvantages

22. EXAMPLE
• Nike provide its customers flat 40% reduction on the
product MRP.
• The objective of using this techniques is to attract
more new customers and increase the footfall of the
store.
• The other objective of Nike is to clearance the stock
and bring the new trend

23. THANK YOU