国际市场营销双语教程课件-cha10.ppt

1、Chapter 10 International Marketing PromotionLearning Objectives本章学习目标 1.International Promotional Mix and International Communication Process.国际促销组合和国际沟通过程。2.The Forms and Practices of Advertising on a Global Scale.全球范围内的广告形式和实践。3.The Advertising Strategy and Budget,and Some Examples of Internationa

2、l Applications.广告战略和预算，以及国际应用的实例。Framework1、The International Promotion Mix2、The International Communication Process3、International Business Advertising Stages in Promotional Campaign PlanningDetermine the target audienceDetermine campaign objectivesDetermine the budgetDetermine media strategyDeterm

3、ine the messageDetermine campaign approachDetermine campaign effectivenessThe Budget The promotional budget links marketing objectives with media,message,and control decisions.Acts as a control mechanism.Media Strategy Development of media schedule target audience characteristics campaign objectives

4、 budget Media vehicle chosen based on media availability in market product or service offered audience media habitsProduct Influences Product advertising restrictions National consumer protection regulations Special rules in certain markets reflecting local cultural values.Advertisers responses Adap

5、tation Corporate image advertising Sports sponsorships Innovation Product placement DiversificationAudience Characteristics Strategy is to reach the intended target audience with the minimum of waste.Marketing strategist needs to know Media distribution(number of copies)Media audience composition Ad

6、vertising exposure Advertising perception Consumer responseGlobal Media Print publications providing global coverage with regional language and content editions.Pan-regional radio and television,the Internet Important global media characteristics Targetability Client-compatible editorial Editorial q

7、uality Who advertises in global media?Airline,financial services,telecommunication,automobile,and tobacco companiesThe Promotional Message Know customer habits and motivations:What are consumers really buying and why?Factors in developing the message:Diffusion of the product or service into the mark

8、et.Criteria on which customers evaluate the product.The products positioning.The ideal is to have a world brand.“a product that is manufactured,packaged,and positioned the same around the world.”Localize international symbols with regional or country area themes and personalities.The Media Campaign

9、Approach What type of outside services to use?How to establish decision-making authority?Outside services are chosen by their quality of coverage.The value of outside expertise Creative development skills Media buying savvy Specialty marketing knowledge Conflict in the use of mega-agencies Conflicts

10、 of interest when two competitors are represented by the same agencyDecision-Making Authority Centralized or decentralized decisions about advertising?Centralization=scale,synergy,consistency Decentralization=proximity,flexibility,sensibility Overall organizational goal to continually improve advert

11、ising quality at the local level.Coordinated decentralized approach to pan-regional campaign development strong central control knowledge of local markets avoids NIH syndromeMeasuring of Advertising Effectiveness Typical effectiveness-testing techniques Pre-testing of copy appeal and brand recogniti

12、on.Post-testing of product or brand recognition.Measuring campaigns impact on sales.Measures Sales increases and sales pattern changes.Increases in consumer awareness and recall.Intention to buy,coupon return.There are no universally accepted parameters of measurement and analysis to compare one cou

13、ntry audience to another.Other Promotional ElementsPersonal Selling Typically associated big-ticket(high-priced)items such as industrial goods.Proper training is crucial to success.Sales Promotions Couponing,sampling premiums,education and demonstration,point-of-purchase,direct mail.The impact of pr

14、omotions on intermediaries must be carefully considered.Varying local regulations may prevent or limit the types and use of sales promotions.50%offwith CouponPublic RelationsPublic Relations(PR)builds images PRs goal is understanding and acceptance.PR provides internal and external acceptance for th

15、e organization.Internally,PR functions to Provide Information through internal publications(e.g.,newsletters and intranets).Help create the appropriate corporate culture.Externally,PR in multinational corporations is concerned with Building a global identity to build sales,product and service differ

16、entiation.Providing information furthering marketing objectives.Anticipating and counting criticism of the organization.Taking a lead role in crisis management.The Chapters Referential Questions:本章参考题(1)What are the important traits of the international media infrastructure that are likely to affect

17、 local advertising strategies?国际媒体基础设施有哪些重要特征可能会影响当地的广告策略?(2)Describe how the local media format,features,and trends differ around the world.谈谈世界各国媒体在广告形式、特点和发展趋势方面如何有所不同。(3)How do multinational firms determine their budget for advertising?跨国企业是怎样制订其广告预算的？(4)What is your understanding about the diff

18、erent contributions of the promotions tools towards selling a product?你怎样理解在产品销售方面不同的促销工具产生不同的经济效益？(5)What factors do you have to consider when making advertising decisions?在进行广告决策时需要考虑哪些因素？（6）List the methods for multinational companies budgeting for their international advertising campaigns.列出跨国公司制订国际广告预算决策的几种方法。（7）Discuss about Chinas Advertising Regulations and the advertising restrictions谈谈中国政府颁发的广告管理条例中对于商业广告的限制性规定（8）Discuss about McDonalds a Global Advertising Campaign 谈谈麦当劳及其广告代理的真实案例