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Integrated Marketing Communications and International Advertising
McGrawHill/Irwin Copyright © 2013 by The McGrawHill Companies, Inc. All rights reserved.
Learning Objectives
LO1Local market characteristics that affect the advertising and promotion of products
LO2 The strengths and weaknesses of sales promotions and public relations in global marketing
LO3 When global advertising is most effective; when modified advertising is necessary
LO4 The communication process and advertising misfires 162
Integrated Marketing Communications
• Once a market offering is developed to meet target market needs, intended customers must be informed of the offering
• Integrated marketing communications (IMC) comprises: – advertising
– sales promotions – 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
163
Sales Promotions in International Markets
• Sales promotions are marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation
• Sales promotions are short-term efforts directed to the consumer or retailer to achieve such
specific objectives as consumer-product trial or immediate purchase
164
Sales Promotions in International Markets
• Cents-off • Product Tie-Ins
• In-Store Demonstrations
• Contests
• Sweepstakes
• Samples • Sponsorship of • Coupons Special Events,
• Gifts • Point-Of-Purchase Displays
165
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