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© 2005 Prentice Hall13-1 Chapter 13 Communications Decisions: Advertising and Public Relations

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Slide 2 2005 Prentice Hall13-1 Chapter 13 Communications Decisions: Advertising and Public Relations Slide 3 13-2 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Creative Challenges in International Communications Legal and tax considerations Language limitations Cultural diversity Media limitations Production and cost limitations Legal and tax considerations Language limitations Cultural diversity Media limitations Production and cost limitations Slide 4 13-3 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Plan globally and act locally Standardise where possible and adapt where necessary. 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. Slide 5 13-4 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Barriers to standardising International Communications CUSTOMER RESPONSE Language, Literacy Language, Literacy Perception, Association and Symbolism Perception, Association and SymbolismMEDIA Media Availability and Reach Media Availability and Reach Media Cost Effectiveness Media Cost EffectivenessREGULATION Message and Budget Restrictions Message and Budget Restrictions Regulation of In-Store Promotions, Direct Marketing, Sampling, etc. Regulation of In-Store Promotions, Direct Marketing, Sampling, etc. CUSTOMER RESPONSE Language, Literacy Language, Literacy Perception, Association and Symbolism Perception, Association and SymbolismMEDIA Media Availability and Reach Media Availability and Reach Media Cost Effectiveness Media Cost EffectivenessREGULATION Message and Budget Restrictions Message and Budget Restrictions Regulation of In-Store Promotions, Direct Marketing, Sampling, etc. Regulation of In-Store Promotions, Direct Marketing, Sampling, etc. Slide 6 13-5 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Example: Sub cultures within the same country The future is bright, the future is orange Slide 7 13-6 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Promoting global communications The emergence of global media. The influence of television satellites. Enlargement and overlapping of media. Technological and social changes open the door for more specific and segmented marketing. Advertising agencies internationalise. The emergence of global media. The influence of television satellites. Enlargement and overlapping of media. Technological and social changes open the door for more specific and segmented marketing. Advertising agencies internationalise. Slide 8 13-7 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Benefits of global communications Significant Cost Savings Uniform Image (Synergies) Use of Good Ideas International Customers BUT Difficulty of Finding Universal Appeals Significant Cost Savings Uniform Image (Synergies) Use of Good Ideas International Customers BUT Difficulty of Finding Universal Appeals Slide 9 13-8 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Lost in translation : Example Rice Krispies Slide 10 13-9 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues In many Asian countries Ronald McDonald is known as Donald McDonald..because of problems with the pronuncaition of the letter R Lost in translation Slide 11 13-10 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Soft drink launched in Japan with the brand name Pocari Sweat To the Japanese this foreign-sounding name which conveyed a positive, healthy, thirst-quenching image Sweat Foreign Sounding Words Footing = Jogging Parking = Car Park Lost in translation Slide 12 13-11 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Names of Japanese Products the Products 1.Clean LifeRubber cleaning gloves 2. Iveshampoo 3.Love-loveShaver 4.Volume Up WaterHair spray 5. HopeCigarettes 6. Mouth JazzMouth Liquid 7. CreapPowder milk 8. MeltykissSweets 9. Super WinkyCondoms Lost in translation Slide 13 13-12 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Lost in translation Slide 14 13-13 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Hoover Band-Aid Polaroid Kleenex Super-glue Q-Tips Xerox Coke Pampers Scotch Tape Levis Alka Seltzer Coffee-Mate Sweet-n-Low Tampax Lost in translation Slide 15 13-14 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Schweppes tonic water - translation for Italian market Il Water Lost in translation Slide 16 13-15 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues Gerard Ryan. Professor de la Universitat Rovira I Virgili I Professor Collaborador dESADE Denim o Jean = dzhinsi in Russian Parking & Footing Feeling & weekend self service = le self in French The Japanese language has 20,000 English words ! Lost in translation Slide 17 13-16 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues New evening plan from Airtel For those moments when you let your tongue flow Lost in translation Slide 18 13-17 managing marketing from global headquarters 2005 Dr.Gerard Ryan, Universitat Rovira i Virgili. International Marketing Mix Decisions Strategic Alternatives in international and global marketing mix decisions. Managerial issues 02/12/05 Europe 2 of December 2005 USA February 12 2005 Best before... Lost in translation Slide 19 13-18 Global Marketing Communications The primary purpose of marketing communications is to tell customers abut the benefits and values that a company, product, or service offers Integrated Marketing Communications (IMC) is becoming more popular because of the challenges of communicating across national borders Slide 20 13-19 Global Advertising Advertising is any sponsored, paid message that is communicated in a non-personal way Single country Regional Global Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets Slide 21 13-20 Standardization vs. Adaptation Primary Question Must the specific advertising message and media strategy be changed from region to region or country to country? Slide 22 13-21 Standardization vs. Adaptation Four difficulties that compromise an organizations communication efforts The message may not get through to the intended recipient. The message may reach the target audience but may not be understood or may even be misunderstood. The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender. The effectiveness of the message can be impaired by noise. Slide 23 13-22 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 Slide 24 13-23 Advertising Agencies: Organizations and Brands Understanding the term organization is key Umbrella corporations/holding companies have one or more core advertising agencies Each organization has unites specializing in direct marketing, marketing services, public relations, or research Individual agencies are considered brands Full service brands create advertising, and provide services such as market research, media buying, and direct marketing Slide 25 13-2

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