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Global Promotion

International Issues. Promoting to markets outside your country or culturePresenting a

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Global Promotion

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    1. Global Promotion

    2. International Issues Promoting to markets outside your country or culture Presenting a “global” message

    3. International Positioning KRONENBOURG France = massmarket UK = up market BUDWEISER UK = young, premium US = fathers’ drink TETLEY TEA France = up market UK = massmarket HEINZ BAKED BEANS UK = staple Russia = luxury

    4. Four Major Difficulties The message may not get through The message may not be understood The message may not induce action The effectiveness may be impaired by noise

    5. CONSTRAINTS OF GLOBAL ADVERTISING Languages - communication and encoding messages Government controls (products, cost, message) Media availability Economic differences

    6. Local distributors Agency availability Tastes and attitudes Consumer behavior pattern and attitudes Brand name recognition

    7. CHOOSING ADVERTISING MESSAGES Standardized, localized or adapted Language: language overlap Problems in translations Cultural barriers in receiving and interpretation of messages Attitudinal factors: product image, brand image and country image Government regulations effect on the message content

    8. SELECTING MEDIA Worldwide differences in availability Kinds of media; television, radio, newspaper, magazine; bill boards, information towers, three dimensional displays, movie advertising; direct mail Advertising cost Effect of advertising

    9. SALES PROMOTION In-store promotions Coupons Sponsorship Cross-marketing Trade shows

    10. TRADE SHOWS Exhibitions good for: making personal contact with customers and agents market research into competition and markets long term strategy

    11. EU GREEN PAPER OCT 2001 The Commission proposes: Harmonisation of national rules on the protection of children and minors. The eradication of limitations on the value of discounts, free gifts, premiums, prizes, pre-seasonal sale discounts, and the requirement for prior authorisation of Sales Promotions. An end to bans on premiums, sales below cost, making participation in promotional games subject to purchase, and on the communication of sales promotions. Mutual recognition, based on country of origin, as the general rule for cross-border Sales Promotions.

    12. PUBLIC RELATIONS Foreign intrusion: Ugly American Syndrome Damage control Cause marketing

    13. TRADE MISSIONS “ a group of business persons travelling together in an organised group to an overseas market to make contact with and hopefully secure business from overseas buyers for their products and services”

    14. BENEFITS all travel & accommodation organised contacts made experience from old hands sponsorship experience while there

    15. INTERNET Imparting information brand building selling

    16. The End

    17. Ambush Marketing

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