MOD International Marketing. Lecture 9 International marketing communications

Transcription

1 MOD International Marketing 1

2 Lecture 9: International marketing Promotional tools A framework for international promotion Good/Poor examples of marketing Advertising Personal selling PR 2

3 International promotional tools Advertising Product placement Packaging Word of mouth Personal selling Viral Marketing Websites The Customer PR Direct Marketing Sales Promotion Internal Marketing Branding Sponsorship Exhibitions 3

4 A framework for international promotion Study the target international market Determine the extent of standardisation Determine the promotional mix Develop the message Select effective media Establish control mechanism 4

5 Good/Poor examples of marketing Good: HSBC World s Local Bank Virgin Positive PR Poor: BA Artist Designs Barclays Big Campaign 39b8e5PXWw 5

6 World advertising spending 6

7 Creative challenges of international advertising Legal and tax considerations Language limitations Cultural diversity Media limitations Production and cost limitations 7

8 Media planning and analysis Tactical considerations Availability Cost Coverage Lack of market data Specific media information Newspapers Magazines Radio and television Satellite and cable TV Direct mail Other media 8

9 Perception of advertising (Source: ASA, 2002) Shared Entertainment TV Cinema sponsorship TV Information newspapers billboards radio Self Internet Interest magazines 9

10 Culture and advertising strategy Japan, UK and USA Japanese adverts: little relationship between content and product, brief dialogue, minimal explanatory content US adverts higher use of imitations, dominant use of argument UK adverts wide usage of humour (beverages) 3mDgDaMfI 10

11 Cadbury s approach to advertising Adaptation in response to perceived cultural differences eb/27/chocolate-cadburys-eyebrows-advertising (UK) (India) 11

12 Comparative advertising Is comparative advertising beneficial? Consider the legal implications (ASA) USA legally permitted, perceived as facilitating choice and consumer information UK Now permitted e.g. Talksport v Radio 5, Virgin v BA The Internet also promotes transparency 12

13 Examples of comparative advertising 13

14 Examples of comparative advertising but does it work? 14

15 Personal selling Selling orientations 15

16 Cross-cultural negotiations Pre-negotiation stage Face-to-face negotiation stage Remember: Understand the value of the particular deal Evaluate the competition Check your language and communication capabilities Understand the decision-making process Patience is an asset in international business negotiations Post negotiation stage 16

17 Public relations PR can be internal or external Positive can help promote corporate image Efficient crisis management can result in positive PR e.g. Perrier water Reaction to crisis management affected by culture 17

18 Next week Read: Ghauri and Cateora (2010) Ch.19 & 20, pp ,