Chapter 9 International Marketing Communication 9 01 Exemplify

Chapter 9 International Marketing Communication 9. 01 Exemplify the communication model and steps used in a promotional campaign International Marketing © Thomson/South-Western

Winning Strategies Video Launched the MTV Star n MTV has a variety of channels and websites that provide opportunities for advertising. n MTV targets music fans in their teens and twenties. n Channel V is creating a global challenge for MTV. n http: //www. youtube. com/watch? v=g. CLt 9 l. NUy_o Chapter 9 Slide 2 International Marketing © Thomson/South-Western

Lesson 9. 1 International Promotional Strategies Goals n Explain the communication model. n Identify the steps used in a promotional campaign. Chapter 9 Slide 3 International Marketing © Thomson/South-Western

Terms n n n promotion AIDA process encoding decoding feedback noise n http: //www. youtube. com/watch? v=0 e. Ue. L 3 n 7 f. Ds n media Chapter 9 Slide 4 International Marketing © Thomson/South-Western

MARKETING PROMOTION n promotion n any form of communication that is designed to inform, remind, or persuade customers about a company, its goods, or services Chapter 9 Slide 5 International Marketing © Thomson/South-Western

MARKETING PROMOTION (continued) n AIDA process n Aware: the process begins by making an audience aware of a company’s advantages and product benefits. n Interest: The company then creates an interest in their products. n Desire: The company then creates a desire for the customer to purchase their products. n Action: Finally the company gets the order. n http: //www. youtube. com/watch? v=d. QADInp 7 -7 Q Chapter 9 Slide 6 International Marketing © Thomson/South-Western

The International Communication Process Chapter 9 Slide 7 International Marketing © Thomson/South-Western

The International Communication Process (continued) n encoding n the process of using language and symbols to design a message n decoding n the process of interpreting the message Chapter 9 Slide 8 International Marketing © Thomson/South-Western

The International Communication Process (continued) n feedback n the receiver’s reaction to the message n noise n anything that interferes with the intended communication n http: //www. instructables. com/id/Really-Obnoxious-Noise-Maker/ Chapter 9 Slide 9 International Marketing © Thomson/South-Western

DEVELOPING A PROMOTIONAL STRATEGY n To reach marketing goals, promotional campaigns use the following steps: n 1. Identify target audiences n 2. Set communication goals n 3. Develop a promotion budget Chapter 9 Slide 10 International Marketing © Thomson/South-Western

DEVELOPING A PROMOTIONAL STRATEGY (continued) n n 4. Develop a media strategy 5. Select a promotional mix 6. Implement the plan 7. Evaluate campaign effectiveness Chapter 9 Slide 11 International Marketing © Thomson/South-Western

Identify Audiences http: //www. youtube. com/watch? v=Pg 1 t. JUHWo. Ek n International marketers are likely to have multiple audiences and goals. n The needs of each market need to be examined to determine the best promotional campaign to use. Chapter 9 Slide 12 International Marketing © Thomson/South-Western

Set Goals http: //www. youtube. com/watch? v=Ye-2 jq. Jb. Gq. Y n A company may have the same communication goals for multiple markets. n Message design and media strategy may need to vary to reflect the unique differences of each country. Chapter 9 Slide 13 International Marketing © Thomson/South-Western

Develop Budgets n Competitive parity: matching what your competition spends n % of sales method: budgeting based on a certain % of expected sales n Affordable method: spending all that a company can afford n Objective and task method: advertisers predict the amount of promotion needed to reach goals. This is the best method. Chapter 9 Slide 14 International Marketing © Thomson/South-Western

Develop Media Strategies n media - http: //www. youtube. com/watch? v=OT 6 cz 6 o. Bd 2 E n vehicles used to carry a message to an audience n n broadcast media: television and radio print media: newspapers and magazines outdoor media: billboards, posters and signs social (electronic) media: internet and cellular n http: //www. youtube. com/watch? v=WBAglp. Znp. QU Chapter 9 Slide 15 International Marketing © Thomson/South-Western

Select Promotional Mixes n In order to reach their marketing goals, international marketers must develop complex communication strategies that use the entire promotional mix. Chapter 9 Slide 16 International Marketing © Thomson/South-Western

Implement the Plan n Large global marketing companies are likely to use local promotional agencies to help develop strategies and implement the marketing plan. Chapter 9 Slide 17 International Marketing © Thomson/South-Western

Evaluate Effectiveness n Evaluating campaign effectiveness requires researching a campaign’s impact on the intended audience. Chapter 9 Slide 18 International Marketing © Thomson/South-Western