International Communications

Transcription

1 Session objectives International Communications Communication process Local market characteristics that affect the advertising and promotion of products The strengths and weaknesses of international communication Global advertising: Problems and opportunities Misfires in advertising Dr. Paurav Shukla 5 Basic communication model International Communications Process SENDER Encoding Feedback Message Media Noise Decoding Response RECEIVER Cultural Context A Encoding Message translated into appropriate meaning Information source Markerer with a product Noise Competitive activities, other salespeople, confusion and so on Feedback Evaluation of communications process and measure of action by receiver Cultural Context B Message channel Media and or personal sales force Receiver Action by consumer responding to decoded message Decoding Encoded message interpreted into meaning 6 7 The communications mix Public Relations Direct Marketing Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Protect and/or Promote Company s Image/products. Personal Presentations. Direct Communications With Individuals to Obtain an Immediate Response. Print & Broadcast ads Outer packaging Packaging inserts Motion pictures Brochures & Booklets Posters and leaflets Directories Reprints of ads Billboards Display signs POP displays Audiovisual material Symbols and logos Sales promotion Contents, games, sweepstakes, lotteries Premiums & gifts Sampling Fairs & trade shows Exhibits Demonstrations Couponing Rebates -interest financing Entertainment Trade-in allowances Trading stamps Tie-ins Public relations Press kits Speeches Seminars Annual reports Charitable donations Sponsorships Publications Community relations Lobbying Identity media Company magazine Events Personal selling Sales presentation Sales meetings Incentive programmes Samples Fairs & trade shows Direct marketing Catalogues Mailings Telemarketing Electronic shopping TV shopping 8 9 Marketing 1

2 Inform Persuade Image creation (_) Reassure Why communicate? Effective Communications Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness s 14 Knowledge Liking Preference Purchase 15 Marketing 2

3 Response Hierarchy Models s Cognitive (Learn) AIDA Model a Attention Hierarchy-of- Effects Model b Knowlege Innovation- Adoption Model c Communications Model d Exposure Reception Cognitive response Learn Feel Do involvement differentiation Do Feel Learn involvement No/little differentiation Learn Do Feel involvement No/little differentiation Affective (Feel) Interest Desire Liking Preference Interest Evaluation Attitude Intention Behavior (Do) Action Purchase Trial Adoption Behavior Step 3. Designing the Message Step 4. Select Communications Channel Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Layout, Words, & Sounds, Body Language Message Source Expertise, Trustworthiness, Congruity 18 Personal Communication Channels Nonpersonal Communication Channels 19 Step 5. Establish the Budget Step 6. Decide on Communications Mix Public, Pervasive, Expressive, Impersonal Affordable Competitive Parity % Of Sales Objective & Task Communication, Incentive, Invitation Public Relations & Publicity Credibility, Surprise, Dramatization Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, Up-to-Date, Interactive Marketing 3

4 Factors in developing promotion mix Step 7. Measure Results Type of Product/ Market Buyer/ Readiness Step 8. Manage the IMC Process Push vs. Pull Strategy Product Life-Cycle Push Versus Pull Strategy Buyer Readiness Producer Marketing activities Intermediaries Marketing activities End users Marketing activities Push Strategy Comprehension Ordering Reordering Producer Intermediaries End users Pull Strategy PLC Communication constraints Introduction Growth Maturity Decline V. Campaigns must comply with legal regulations around the world Comparative advertising is heavily regulated in many parts of the world A variety of restrictions on advertising of pharmaceuticals is restricted in many countries on television is strictly controlled in many countries, e.g., in Germany, for example, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes per hour. Commercial stations in the United Kingdom are limited to 7 minutes per hour Marketing 4

5 Communication constraints Cultural Diversity Media Limitations Production and Cost Limitations Coverage Lack of Market Data Direct Mail The Internet Tactical Considerations Availability Cost Media Planning & Analysis Coverage Lack of Market Data Newspapers Magazines Radio & Television Media Selection Satellite and Cable Television Direct Mail Other Media Misfires in Phonetic Problems with Brand Names - Bardok (Sounds like Brothel in Russian) - Coca Cola (Sounds like bite the Wax Tadpole) - Misair (Sounds like Misery in French) Translations Intent Translation - Stepping Stone - Stumbling Block - Car Wash - Car Enema - ly Rated - Over Rated Symbols - Owl - Bad Luck in India Other Countries make mistakes too - Zit (Chocolate from Germany) - Koff (Beer) Marketing 5