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MK364 INTERNATIONAL ADVERTISING

MK364 INTERNATIONAL ADVERTISING. THEME FIVE: MANAGING INTERNATIONAL ADVERTISING. MANAGING CHANGE. HISTORICAL CURRENT 21ST CENTURY MARKETER MARKETER MARKETER

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MK364 INTERNATIONAL ADVERTISING

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  1. MK364INTERNATIONAL ADVERTISING THEME FIVE: MANAGING INTERNATIONAL ADVERTISING

  2. MANAGING CHANGE HISTORICAL CURRENT 21ST CENTURY MARKETER MARKETER MARKETER CHANNEL CHANNEL CHANNEL MEDIA MEDIA MEDIA CONSUMER CONSUMER CONSUMER

  3. BASIC MODEL OF THE COMMUNICATIONS PROCESS ___noise____________noise____ Source encodes signal decodes destination (message) (receiver) (communication) feedback ________________noise_______

  4. COMMUNICATION THEORY – MULTI STEP FLOW OF COMMUNICATIONS T1 T2 Mass T3 Media ___ T4 ___ T5 (OL) T6

  5. (normal diffusion) early adopters early late majority majority Innovators laggards 2.5% 13.5% 34% 34% 16% Time ADOPTION AND DIFFUSION OF INNOVATIONS

  6. APPLICATION WITHIN THE ADOPTION PROCESS advertising direct mail literature public relations exhibitions sales promotion awareness/ evaluation/ trial/ purchase/ interest preference conviction adoption

  7. KELLMAN’S SOURCE CHARACTERISTICS MODEL Source (Internalisation) Credibility Source (Identification) Source Attractiveness Characteristics Source (Compliance) Power

  8. FIELD OF EXPERIENCE/REALM OF UNDERSTANDING rou/foe sender/source (encoding) noise signal/message rou/foe (decoding) feedback destination/ receiver

  9. INTERNATIONAL ‘NOISE’ FACTORS • language differences • other cultural/social differences • economic differences • legal/regulatory differences • competitive differences

  10. DECISION SEQUENCE MODEL key factor analysis objectives and positioning research communication agencies strategy communications mix communications budgets evaluation and testing

  11. PRACTICAL IMPLICATIONS how an organisation communicates with its markets identifies any mismatch between organisation and customers and exploit motivations brief internal and external agencies determine optimum mix plan response to feedback

  12. ROLE OF RESEARCH “..repositioning the brand had reversed its decline and opened new opportunities for continuing market growth. For an international brand these findings would have offered valuable pointers for many other market territories..” David Wheeler on test marketing in “International Advertising by J P Jones ch. 22

  13. ROLE OF RESEARCH THE EXAMPLE OF BEZIQUE BY BACARDI: the decision not to test market the decision not to endorse 80% of new products “fail” leading the way for Bacardi Breezer & Tom Cat

  14. PERCEPTUAL MAPPING AND BRAND IMAGE UP-SCALE, CLASSY Mercedes Porsche Volvo BMW Chrysler Saab Honda CONSERVATIVE SPORTY Ford Nissan Toyota Hyundai PRACTICAL, AFFORDABLE

  15. Communications Mix Advertising sales promotion public relations personal selling corporate PR direct marketing

  16. Integrated Communications “careful planning creates marketing communication synergy that reinforces a consistent message or image in a cost effective manner”

  17. Integrated Communications “a process for managing the customer relationships that drive brand value..by strategically controlling and influencing all messages…and encourage purposeful dialogue with them”

  18. GESTALT consistency in brand development synergy of effort closer client-agency relationship teamwork effective measurement

  19. PUTTING IT INTO PRACTICE THE EXAMPLE OF PERRIER: history policy future prospects good behaviour reputation

  20. Any Questions

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