International Marketing Communication

1. 9 International Marketing Communication 9.01 Exemplify the communication model and steps used in a promotional campaign

2. Winning Strategies Video Launched the MTV Star • MTV has a variety of channels and websites that provide opportunities for advertising. • MTV targets music fans in their teens and twenties. • Channel V is creating a global challenge for MTV. Chapter 9

3. Lesson 9.1International Promotional Strategies Goals • Explain the communication model. • Identify the steps used in a promotional campaign. Chapter 9

4. Terms • promotion • AIDA process • encoding • decoding • feedback • noise • media Chapter 9

5. MARKETING PROMOTION • promotion • any form of communication that is designed to inform, remind, or persuade customers about a company, its goods, or services Chapter 9

6. MARKETING PROMOTION (continued) • AIDA process • Aware: the process begins by making an audience aware of a company’s advantages and product benefits. • Interest: The company then creates an interest in their products. • Desire: The company then creates a desire for the customer to purchase their products. • Action: Finally the company gets the order. • http://www.youtube.com/watch?v=dQADInp7-7Q Chapter 9

7. The International Communication Process Chapter 9

8. The International Communication Process (continued) • encoding • the process of using language and symbols to design a message • decoding • the process of interpreting the message Chapter 9

9. The International Communication Process (continued) • feedback • the receiver’s reaction to the message • noise • anything that interferes with the intended communication • http://www.instructables.com/id/Really-Obnoxious-Noise-Maker/ Chapter 9

10. DEVELOPING A PROMOTIONAL STRATEGY • To reach marketing goals, promotional campaigns use the following steps: • 1. Identify target audiences • 2. Set communication goals • 3. Develop a promotion budget Chapter 9

11. DEVELOPING A PROMOTIONAL STRATEGY (continued) • 4. Develop a media strategy • 5. Select a promotional mix • 6. Implement the plan • 7. Evaluate campaign effectiveness Chapter 9

12. Identify Audienceshttp://www.youtube.com/watch?v=Pg1tJUHWoEk • International marketers are likely to have multiple audiences and goals. • The needs of each market need to be examined to determine the best promotional campaign to use. Chapter 9

13. Set Goalshttp://www.youtube.com/watch?v=Ye-2jqJbGqY • A company may have the same communication goals for multiple markets. • Message design and media strategy may need to vary to reflect the unique differences of each country. Chapter 9

14. Develop Budgets • Competitive parity: matching what your competition spends • % of sales method: budgeting based on a certain % of expected sales • Affordable method: spending all that a company can afford • Objective and task method: advertisers predict the amount of promotion needed to reach goals. This is the best method. Chapter 9

15. Develop Media Strategies • media - http://www.youtube.com/watch?v=OT6cz6oBd2E • vehicles used to carry a message to an audience • broadcast media: television and radio • print media: newspapers and magazines • outdoor media: billboards, posters and signs • social (electronic) media: internet and cellular • http://www.youtube.com/watch?v=WBAglpZnpQU Chapter 9

16. Select Promotional Mixes • In order to reach their marketing goals, international marketers must develop complex communication strategies that use the entire promotional mix. Chapter 9

17. Implement the Plan • Large global marketing companies are likely to use local promotional agencies to help develop strategies and implement the marketing plan. Chapter 9

18. Evaluate Effectiveness • Evaluating campaign effectiveness requires researching a campaign’s impact on the intended audience. Chapter 9