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INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING MANAGEMENT. SESSION 11: INTERNATIONAL PROMOTION. 1. PROMOTION: BARRIERS TO STANDARDIZATION. CUSTOMER RESPONSE Language, Literacy Perception, Association and Symbolism MEDIA Media Availability and Reach Media Cost Effectiveness REGULATION

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INTERNATIONAL MARKETING MANAGEMENT

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  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 11: INTERNATIONAL PROMOTION 1

  2. PROMOTION: BARRIERS TO STANDARDIZATION CUSTOMER RESPONSE • Language, Literacy • Perception, Association and Symbolism MEDIA • Media Availability and Reach • Media Cost Effectiveness REGULATION • Message and Budget Restrictions • Regulation of In-Store Promotions, Direct Marketing, Sampling, etc. 2

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  4. GLOBAL ADVERTISING CAMPAIGNS COPY THEME Same Worldwide Local Execution Unique Umbrella Modified/ Adapted Different (BA, Pepsi) (Reebok) (Pattern Standardization: Xerox, Walls/Good Humor) (Prototypes: Drakkar, Now) 4

  5. STANDARDIZED ADVERTISING CAMPAIGNS BENEFITS • Significant Cost Savings • Uniform Image (Synergies) • Use of Good Ideas • International Customers BUT Difficulty of Finding Universal Appeals 5

  6. ADAPTATION OF ADS IN MIDDLE EAST (e.g. of Prototype Campaign) 6

  7. CONCLUSIONS Few cases of “pure” global advertising campaigns • Difficulty of finding universal appeals • Visual as well as verbal cues need translation BUT Growth of regional/global media (facilitates targeting global segments)  Adoption of Glocal Campaigns • Use of core theme with local adaptation • Umbrella campaigns plus local promotion 7

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