Beruflich Dokumente
Kultur Dokumente
Headquarters
London New York New York Japan New York
2020-15
Audience
Promotional campaigns affect more than consumers who purchase the product or service.
Suppliers, intermediaries, government, local community, bankers and creditors, media organizations, shareholders, and employees.
Research to determine multimarket target audiences is required as Who are our firms become more customers? internationally involved. Corporate image advertising Umbrella campaigns Global image campaigns
Copyright 2001 by Harcourt, Inc. All rights reserved. 2020-4
Audience Characteristics
Strategy
is to reach the intended target audience with the minimum of waste. Marketing strategist needs to know
Media distribution (number of copies) Media audience compostion Advertising exposure Advertising perception Consumer response
2020-11
Campaign Objectives
Global
objectives
2020-5
differences
Cultural, ethnic, regulatory, demographic
Responses
to challenges
2020-2
Media Selection
Newspapers
Magazines
Radio & Television
Global Media
Print
publications providing global coverage with regional language and content editions. Pan-regional radio and television, the Internet Important global media characteristics
Targetability Client-compatible editorial Editorial quality
Who
customer habits and motivations: What are consumers really buying and why? Factors in developing the message:
Diffusion of the product or service into the market. Criteria on which customers evaluate the product. The products positioning.
The
a product that is manufactured, packaged, and positioned the same around the world. Localize international symbols with regional or country area themes and personalities.
Copyright 2001 by Harcourt, Inc. All rights reserved. 2020-13
type of outside services to use? How to establish decision-making authority? Outside services are chosen by their quality of coverage. The value of outside expertise
Creative development skills Media buying savvy Specialty marketing knowledge
Conflict
Conflicts of interest when two competitors are represented by the same agency
Copyright 2001 by Harcourt, Inc. All rights reserved. 2020-14
effectiveness-testing techniques
Pre-testing of copy appeal and brand recognition Post-testing of product or brand recognition Measuring campaigns impact on sales Sales increases and sales pattern changes Increases in consumer awareness and recall Intention to buy, coupon return
Measures
There
are no universally accepted parameters of measurement and analysis to compare one country audience to another.
2020-18
Misfires in Advertising
Translations
Translation
- Stumbling Block - Car Enema - Over Rated
Symbols
- Owl - Bad Luck in India
Selling
Typically associated big-ticket (high-priced) items such as industrial goods. Proper training is crucial to success
Sales
Promotions
Couponing, sampling premiums, education and demonstration, point-of-purchase, direct mail The impact of promotions on intermediaries must be carefully considered. 50% off with Coupon Varying local regulations may prevent or limit the types and use of sales promotions.
Copyright 2001 by Harcourt, Inc. All rights reserved. 2020-19
Public Relations
Public
provides internal and external acceptance for the organization. Internally, PR functions to
Provide Information through internal publications (e.g.,newsletters and intranets) Help create the appropriate corporate culture
2020-20
2020-21