TAILIEUCHUNG - Lecture International marketing (15/e): Chapter 16 - Philip R. Cateora, Mary C. Gilly, John L. Graham

Chapter 16 - Integrated marketing communications and international advertising. After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in global marketing, when global advertising is most effective; when modified advertising is necessary,. | International Marketing 15th edition Philip R. Cateora, Mary C. Gilly, and John L. Graham Introduction Integrated marketing communications (IMC) are composed of advertising, sales promotions, trade shows, personal selling, direct selling, and public relations All these mutually reinforcing elements of the marketing mix have as their common objective the successful sale of a product or service For most companies, advertising and personal selling are the major components in the marketing communications mix The goal of most companies, large and small, is to achieve the synergies possible when sales promotions, public relations efforts, and advertising are used in concert Roy Philip Opening Side Sales Promotions in International Markets Sales promotions Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation Short-term efforts directed to the consumer or retailer to achieve specific objectives In markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increased Product sampling Roy Philip International Public Relations Public relations (PR) is creating good relationships with the popular press and other media To help companies communicate messages to customers, the general public, and governmental regulators Bridgestone/Firestone Tires safety recall Global workplace standards Building an international profile Corporate sponsorships Roy Philip International Advertising Perform marketing research Specify the goals of the communication Develop the most effective message(s) for the market segments selected Select effective media Compose and secure a budget Execute the campaign Evaluate the campaign relative to the goals specified Roy Philip Advertising Strategy and Goals Marketing problems Require careful marketing research Thoughtful and creative advertising campaigns In country, regional, and global markets .

• Marketing - Bán hàng
• International marketing
• Lecture International marketing
• Global markets
• Global marketing strategies
• International trade
• Integrated marketing communications
• International marketing channels
• Marketing quốc tế
• Chiếc lược marketing
• Marketing strategies
• Nature of international marketing
• International legal environment
• Pricing for international markets
• International customers
• Regular foreign marketing
• International marketing management
• International environment
• International pricing
• International business to business marketing