You are on page 1of 3

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
promotional mix have as their common objective the successful sale of a product or
service. In many markets the availability of appropriate communication channels to
customers can determine entry decisions.

Sales promotion in international markets:

Sales promotions are marketing activities that stimulate consumer purchases and
improve retailer or middlemen effectiveness and cooperation. Cents off, in-store
demonstrations, samples, coupons, gifts, product tie-ins, contests, sweepstakes,
sponsorship of special events such as concerts and fairs (even donut parades), and
point-of-purchase displays are types of sales promotion devices designed to
supplement advertising and personal selling in the promotional mix. Sales promotions
are short-term efforts directed to the consumer or retailer to achieve such specific
objectives as consumer-product trial or immediate purchase, consumer introduction to
the store, gaining retail point-of-purchase displays, encouraging stores to stock the
product, and supporting and augmenting advertising and personal sales efforts. In
markets where the consumer is hard to reach because of media limitations, the
percentage of the promotional budget allocated to sales promotions may have to be
increased. In some less-developed countries, sales promotions constitute the major
portion of the promotional effort in rural and less-accessible parts of the market. An
especially effective promotional tool when the product concept is new or has a very
small market share is product sampling.

International public relation:

Creating good relationships with the popular press and other media to help companies
communicate messages to their publics—customers, the general public and
governmental regulators—is the role of public relations (PR).

International advertising:

The basic framework and concepts of international advertising are essentially the
same wherever employed. Seven steps are involved: 1.) Perform marketing research.
2.) Specify the goals of the communication. 3.) Develop the most effective messages
for the market segments selected. 4.) Select effective media. 5.) Compose and secure
a budget. 6.) Execute the campaign. 7.) Evaluate the campaign relative to the goals
specified. Of these seven steps, developing messages almost always represents the
most daunting task for international marketing managers.
International communications process:

Each of the seven identifiable steps can ultimately affect the accuracy of the process.
1.) An information source. An international marketing executive with a product
message to communicate. 2.) Encoding. The message from the source converted into
effective symbolism for transmission to a receiver. 3.) A message channel. The sales
force and/or advertising media that convey the encoded message to the intended
receiver. 4.) Decoding. The interpretation by the receiver of the symbolism
transmitted from the information source. 5.) Receiver. Consumer action by those who
receive the message and are the target for the thought transmitted. 6.) Feedback.
Information about the effectiveness of the message that flows from the receiver (the
intended target) back to the information source for evaluation of the effectiveness of
the process. 7) Noise.

Legal Constraints:

Comparative advertising of specific products Control of advertising on television

Accessibility to broadcast media Limitations on length and number of commercials
Internet services Special taxes that apply to advertising

Subject: Integrated Marketing Communication and International Advertising


Mahbuba Islam

ID# 10315012

MBA Program

Spring Semester, 2010

Mkt-605 (international marketing)

University of Information Technology & Science

(Baridhara Campus)

Dhaka, Bangladesh