International Marketing

Chapter 20

Global Promotional Strategies

Copyright © 1999 by Harcourt Brace & Company

All rights reserved. Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt Brace & Company, 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.

The 7 Stages in Planning the Promotional Campaign:

Determine the target audience

Determine campaign objectives

Determine the budget

Determine media strategy

Determine the message

Determine campaign approach

Determine campaign effectiveness

Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved

The Target Audience…can be more than just the consumer!

Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved

Typical Target Audiences can also Include:• suppliers• intermediaries• government• the local community• bankers & creditors• media organizations• shareholders• employees

Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved

Corporate Image AdvertisingCorporate Image Advertising

Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved

Campaign Objectives can Meet:

• Global objectives

• Regional objectives

• Local objectives

Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved

The Budget“…links objectives with media, message, and

control decisions”.

Media Strategy Based onTarget Audience Characteristics -Campaign Objectives - Budget

Media Availability - Product InfluencesAudience Characteristics - Global Media

Time has 133 editions worldwideDiscovery channel reaches 87 million people in 90 countriesMTV reaches 252 million in 80 countries

Factors to Consider in Your Promotional MethodKnow Your Customer’s Buying Habits and Motivations

Diffusion of the Product or Service into the marketHow Customers will evaluate the productProduct’s Positioning

IDEAL“…a product that is manufactured, packaged, and positioned the same around the world”.

Copyright © 1999 by Harcourt Brace & CompanyAll rights reserved

• Value of Outside Expertise– Creative development– Media buying– Specialty marketing

• Know the Local Laws

• Pre-Testing and Post-testing Product and/ot Brand recognition

• Promotional Alternatives– Personal Selling - Sales Promotion - Public Relations

• Public Relations Builds Image• PR-Agency:

– Burson-Marsteller– Shandwick– Hill and Knowlton– Fleishman-Hilliard– Edelman PR Worldwide