International marketing Communications Learning Objectives To explain the

International marketing Communications

Learning Objectives: • To explain the process of communication in international markets • To describe various tools of international marketing communication • To discuss factors influencing international marketing communication decisions.

The Communication Process Source Encodes Message Source Transmits Message via Medium Receiver Provides Feedback to Source Receives Decodes Message

Constraints on International Marketing Communications Language differences Govt. Controls International. Coded Marketer. Messages Media availability Economic differences Local distributors Tastes, attitudes Agency availability Decoded Foreign Messages Buyers

Standardization/adaptation Issues

Standardization vs. Adaptation “Eighteen-year olds in Paris have more in common with 18 -year-olds in New York than with their own parents. They buy the same products, go to the same movies, listen to the same music, sip the same colas. Global advertising merely works on that premise. ” - William Roedy, Director, MTV Europe

STANDARDISED WITH MINOR OR NO CHANGE Distributed in 14 countries

The Roles of Global Marketing Communications • Presenting and exchanging info with internal & external, and domestic & international stakeholders • Managing the complexity of different markets, media availability, languages, cultural sensitivity and regulations • Not just about conveying product benefits but a tool to build and maintain relationships with customers & stakeholders • Increasingly being used to discharge social responsibility

Standardizing Global Communications • Efficiency gains in advertising creative work, media buying and staff time • Provides customers with perceived added value • Consistency in corporate identity and branding creates confidence, trust and loyalty • The emerging global customer segments due to: – Global visual and written media – Increased travel – Easier access to products via internet

Standardizing Global Communications • Standardization is viable when: – – Visual messages as the main content Well-known celebrities Music Well-known trademarks or symbols • It does not travel when: – – Use of spoken and written language Humour Well-known personality is country specific Context-specific

Adaptation of Global Communications • Fundamental cultural differences • Portrayal of women • Local regulations preventing standardization e. g. prohibit comparative advertising, alcohol, tobacco, products for children, sexual content etc. • The name insinuates inappropriate meanings or less appealing to locals • Semiotics: symbols, colours, animals or flowers

11. 1 Factors preventing standardization of marketing communications

Global Integrated Marketing Communications (GIMC) • ". . . a system of active promotional management which strategically coordinates global communications in all of its component parts both horizontally in terms of countries and organizations and vertically in terms of promotional discipline. It contingently takes into account the full range of standardized versus adaptive market options, synergies, variations among target populations and other marketplace and business conditions. “ Grein and Gould (1996: 143)

11. 2 Consumer Driven Communication Process