3. Integrated Marketing
Communications (IMC)
It means integrating all the promotional tools,
so that they work together in harmony.
It ensures that all forms of communications
and messages are carefully linked together.
4. Creative Challenges in International
Communications
Legal and tax considerations
Language limitations
Cultural diversity
Media limitations
Production and cost limitations
5. 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.
6. Benefits of global communications
Significant Cost Savings
Uniform Image
Use of Good Ideas
International Customers
7. Lost in translation
IN MANY ASIAN COUNTRIES RONALD MCDONALD IS KNOWN AS
DONALD MCDONALD
..BECAUSE OF PROBLEMS WITH THE PRONUNCAITION OF THE LETTER “R”
8. Lost in translation
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