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ADEX 528 Part II Lecture Notes: #7 GLOBAL PROMOTION STRATEGIES

ADEX 528 Part II Lecture Notes: #7 GLOBAL PROMOTION STRATEGIES. Promotion Mix. Advertising Sales Promotion Personal Selling Publicity Direct mail What is Integrated Marketing Communication?. Constraints to Standardized Promotion Strategies. Languages

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ADEX 528 Part II Lecture Notes: #7 GLOBAL PROMOTION STRATEGIES

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  1. ADEX 528 Part IILecture Notes: #7GLOBAL PROMOTION STRATEGIES

  2. Promotion Mix • Advertising • Sales Promotion • Personal Selling • Publicity • Direct mail • What is Integrated Marketing Communication?

  3. Constraints to Standardized Promotion Strategies • Languages • Different role of advertising in each foreign market • Availability of media • Availability of ad agencies • Competition • Government control and regulations

  4. Special Forms of Promotion • Travelling Exhibits • International 800 Calls • Videodisk Marketing • Seminars • Megamarketing • Sponsorships • Trade Shows • Corporate Philanthrophy

  5. World’s Top 10 Ad Agencies (2005, Advertising Age) • Omnicom Group (NY) • Interpublic Group (NY) • WPP Group (London) • Publicis Groupe (Paris) • Dentsu (Tokyo) • Havas (France) • Grey Global Group (NY) • Hakuhodo (Tokyo) • Cordinat Group(London) • Asetsu-DK (Tokyo)

  6. Advertising Appeals • Persuasive • Informative • Oneiric(dream like)

  7. Visual Components of Ads • Leisure vs work situations • Elderly wisdom • Frequency of price mention • Aesthetics • Use of humor • Role of women vs men

  8. Cultural Considerations

  9. Well-being Security Respect Individuality Knowledge Love Belonging Self-indulgence Fun Leadership Harmony Control Tradition Attractiveness Freedom Universal Needs (by Nic Hall, Marketingist 2004)

  10. Web Sites as PromotionVehicles • Community • Continuity • Convenience • Customization • Commerce • Content • Commitment • Control • Source: David Siegel, Futurize Your Enterprise: Business Strategy in the Age of the E-Customer, 2000.

  11. Ambush Marketing • Another company, often a competitor, intrudes thereby deflecting attention to itself and away from the sponsor. • Fuji worldwide sponsor of Olympics, while Kodak became sponsor of ABC TV’s broadcast (media coverage of an event) • Kodak worldwide sponsor of Olympics, while Fuji sponsors US swimming team(subcategory within an event)

  12. Other Examples • McDonalds official sponsor of US team, while Wendy’s sponsors the gold medal figure. (Benefits the celebrity rather than Olympic Federation) • People’s perceptions of real sponsor • Visa vs American Express (wrong) • Express mail vs Federal Express (wrong)

  13. Couponing

  14. The Strategic/Consultative Selling Model

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