Chapter 18 Global Promotional Strategies

1. 0 Chapter 18 Global Promotional Strategies

2. Planning Promotional Campaigns 0 • Determine the target audience • Determine the budget • Determine the message • Determine campaign effectiveness

3. Planning Promotional Campaigns 0 • The target audience • Expectations of various audiences have to be researched to ensure the appropriateness of campaign decision making. • An important aspect of research is to determine multimarket target audience similarities.

4. Planning Promotional Campaigns 0 • The target audience • Companies may announce repositioning strategies through image campaigns to both external and internal constituents.

5. Planning Promotional Campaigns 0 • Campaign objectives • Can be divided into overall global and regional objectives as well as local objectives. • Have to be measurable for control purposes.

6. Planning Promotional Campaigns 0 • Budget • The promotional budget links established objectives with media, message, and control decisions.

7. Exhibit 18.2 - Budgeting Methods for Promotional Programs 0

8. Planning Promotional Campaigns 0 • Media strategy - The major factors determining the choice of the media vehicles to be used are:

9. Exhibit 18.4 - Restrictions on Advertisements for Specific Products in Selected European Countries 0

10. Planning Promotional Campaigns 0 • Global media • Advertising in global media is dominated by major consumer ad categories, particularly airlines, financial services, telecommunications, automobiles, and tobacco.

11. Planning Promotional Campaigns 0 • Global media • In choosing global media, media buyers most importantly consider targetability, client-compatible editorial, and editorial quality.

12. Planning Promotional Campaigns 0 • The promotional message • The localization of global ideas can be achieved by various tactics, such as adopting a modular approach, localizing international symbols, and using international advertising agencies.

13. Planning Promotional Campaigns 0 • The promotional message • Product-related regulations will also affect advertising messages.

14. Planning Promotional Campaigns 0 • The campaign approach • What type of outside services to use • How to establish decision-making authority for promotional efforts.

15. Exhibit 18.10 - Coordinated Approach to Panregional Campaign Development 0

16. Exhibit 18.10 - Coordinated Approach to Panregional Campaign Development 0

17. Planning Promotional Campaigns 0 • Measurement of advertising effectiveness • The measures most used are sales, awareness, recall, executive judgment, intention to buy, profitability, and coupon return, regardless of the medium used.

18. Other Promotional Elements 0 • Personal selling • Most personal selling is done by the subsidiaries, with varying degrees of headquarters’ involvement.

19. Other Promotional Elements 0 • Sales promotion • Used for promotion that does not fall under advertising, personal selling, or publicity. • For sales promotion to be effective, the campaign planned by manufacturers, or their agencies, must gain the support of the local retailer population.

20. Exhibit 18.11 - Regulations Regarding Premiums, Gifts, and Competitions in Selected Countries 0

21. Other Promotional Elements 0 • Public relations • Is the marketing communications function charged with executing programs to earn public understanding and acceptance. • Internal communication is important to create an appropriate corporate culture.

22. Other Promotional Elements 0 • Public relations • External campaigns can be achieved through the use of corporate symbols, corporate advertising, customer relations programs, and publicity.

23. Other Promotional Elements 0 • Public relations • With interactive technology, consumers can find or initiate topics of interest on the Web and engage in online discussions that strongly affect their and others’ views; this new form of communication is called consumer-generated media (CGM).

24. Other Promotional Elements 0 • Public relations • The public relations function can be handled in-house or with the assistance of an agency.

25. Other Promotional Elements 0 • Sponsorship marketing • Sponsorship involves the marketer’s investment in events or causes. • An event may become embroiled in controversy, thus hurting the sponsors’ images as well.