Promotional strategies in international marketing

1. Course Instructor: Sneha Sharma

2. Identifying the target audience
Determining communication objectives
Determining the message
Budget decisions

5.  Overcoming the Language Barrier
 IBM slogan “solutions for a small planet” became
▪ “solutions for a small world ” in Argentina
 English slogan used worldwide
▪ You and US UBS
 Overcoming the Cultural Barrier
 In Saudi Arabia only veiled women can be shown inTV
commercials
 Political sensitiveness
▪ Cadbury Kashmir Advertisement “Too good to share”

7. Percentage of
Sales
Competitive
Parity
Objective and
Task Method

10.  StandardizationVersus Customization
(Adaptation)

11. Scale Economies
Consistent Image
Globalization of Media
• Television :TimeWarner,Viacom
Global Consumer Segments
CreativeTalents in Ad Agencies

12.  Cultural Differences
 Advertising Regulations
 Ad in Indonesia
 Market Maturity
 IcedTea in Europe
 NIH (Not Invented Here) Syndrome

13.  “Laissez-Faire.”
 No centralized policy
 Export Advertising
 More People Go withVISA (2009)
 Prototype Standardization
 Mercedes/TAG Heuer: Handbook to communicate its
advertising guidelines to local subsidiaries
 RegionalApproach
 Concept Cooperation

14.  Growth of Commercialization and
deregulation of mass media
 Rise of Global and Regional Media
 Growth of Non traditional interactive media
 Improved media monitoring
 Coverage, circulation etc

15.  Advertising ofVice Product
 In Japan word “Safe” can not be used for promoting over
the counter drugs
 Comparative Advertising
 Foreign Made Ads
 In Malaysia: 80% of ad production cost to be spent within
the country
 Content of Advertising Message
 Advertisements targeting children

16. Sales Promotion
Direct Marketing
Global Sponsorships
Mobile Marketing
Trade Shows
Product Placement
Viral Marketing