INTERNATIONAL MARKETING 6e Chapter 20 Global Promotional Strategies Copyright 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc, 6277 Sea Harbor Drive, Orlando, Florida 32887-6777
Copyright © 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777. INTERNATIONAL MARKETING 6e Global Promotional Strategies Chapter 20
Worldwide Media Strategy y Challenges of country and regional differences Cultural, ethnic, regulatory, demographic Responses to challenges Social responsibility (Cause-related marketing) Sound management systems excellent communications Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-2 Worldwide Media Strategy Challenges of country and regional differences • Cultural, ethnic, regulatory, demographic Responses to challenges • Social responsibility (Cause-related marketing) • Sound management systems • excellent communications
7 Stages in Promotional Campaign Planning Determine the target audience Determine campaign objectives Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness Ryans, Managementof Internationa/ Advertising: A Marketing Copyright 2001 by Harcourt, Inc. All rights reserved Approach. (Boston, MA: Alyn Bacon, 1984),72-73
Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-3 Determine the target audience Determine campaign objectives Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness 7 Stages in Promotional Campaign Planning Source: Framework adapted from Dean M. Peebles and John K. Ryans, Management of International Advertising: A Marketing Approach, (Boston, MA: Allyn & Bacon, 1984), 72-73
Planning promotional campaigns Target Audience Promotional campaigns affect more than consumers who purchase the product or service Suppliers,intermediaries, government, local community bankers and creditors, media organizations shareholders, and employees Research to determine multimarket target audiences is required as firms become more Who are our =5 internationally involved. customers? Corporate image advertising Umbrella campaigns Global image campaigns Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-4 Planning Promotional Campaigns Target Audience • Promotional campaigns affect more than consumers who purchase the product or service. – Suppliers, intermediaries, government, local community, bankers and creditors, media organizations, shareholders, and employees. • Research to determine multimarket target audiences is required as firms become more internationally involved. • Corporate image advertising • Umbrella campaigns • Global image campaigns Who are our customers?
Campaign Objectives. n Global objectives General guidelines and control for broad-based campaigns(consistency of message Regional objectives Local objectives Specific and measurable targets (awareness, image, market share) for individual markets / Copyright 2001 by Harcourt, Inc. All rights reserved
Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-5 Campaign Objectives Global objectives • General guidelines and control for broad-based campaigns (consistency of message) Regional objectives Local objectives • Specific and measurable targets (awareness, image, market share) for individual markets