marketing communication-4 - global imc

Global IMCwww.marketingPlanNOW.com1

MarketingCommunication

Global IMCPart FOUR out of Four

Danny AbramovichMarketing Plan Specialist

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Course Introduction, Main Topics

Background: CBHuman CommunicationMarketing CommunicationCreativityIntegrated MarComGlobal IMC

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5. Global IMC4Definition

Global IMC is . . .

0. Background: CB 3. Creativity1. Communication 4. Integrated MarCom2. MarCom 5. Global IMC

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5. Global IMC 4 IntroductionThere are many cultural challenges that advertisersface in global marketing.

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5. Global IMC 4 Barriers

• Language Barriers– Language is a major barrier in global IMC!– Two types of translation errors can occur in

international marketing:• Multiple-meaning words• Idioms

• Other Cultural Barriers– Religion!

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5. Global IMC 4 Barriers

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Brand Knowledge

BrandKnowledge

BrandKnowledge

Brand Recognition

Brand Recognition

Brand Recall

Brand Recall

Non-Product-Related(e.g., Price, Packaging,

User and Usage Imagery)

Non-Product-Related(e.g., Price, Packaging,

User and Usage Imagery)

Product-Related(e.g., color, size, design features)

Product-Related(e.g., color, size, design features)

FunctionalFunctional

SymbolicSymbolic

ExperientialExperiential

AttributesAttributes

BenefitsBenefits

OverallEvaluation(Attitude)

OverallEvaluation(Attitude)

Types ofBrand Associations

Types ofBrand Associations

Strength andUniqueness of

Brand Association

Strength andUniqueness of

Brand Association

BrandAwareness

BrandAwareness

BrandImage

BrandImage

5. Global IMC 4 Brand Complexity

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5. Global IMC 4 Media Decisions

+ Growing deregulation of media.+ Rise of global and regional media.+ Growing spread of interactive marketing.+ Growing popularity of text messaging.+ Improved TV-viewership measurement.- Media infrastructure is not uniform.- Media availability is often a limitation.

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5. Global IMC 4 Ad Regulations

• The major types of advertising regulations include:– Advertising of “Vice Products” and

Pharmaceuticals.– Comparative Advertising.– Content of Advertising Messages.– Advertising Targeting Children.– Other Advertising Regulations: Issues of local

languages, tax issues, and advertising rates.

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5. Global IMC

Next Issue: In-class Presentations

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MarketingCommunication

Global IMCPart FOUR out of Four

Danny AbramovichMarketing Plan Specialist

www

marketing

plan

now

com