Page 194 - DMGT547_INTERNATIONAL_MARKETING

Ashwani Panesar, Lovely Professional University
Unit 11: Communication Decision for International Markets

Unit 11: Communication Decision for Notes
International Markets

CONTENTS
Objectives

Introduction
11.1 Communication in Marketing
11.1.1 Steps in Developing an Effective Communication

11.1.2 Integrated Marketing Communication
11.2 Global Communication Strategy
11.3 Factors Influencing Communication Decisions

11.3.1 Advertising
11.3.2 Public Relations
11.3.3 Personal Selling

11.3.4 Sales Promotion
11.4 Summary
11.5 Keywords

11.6 Review Questions
11.7 Further Readings

Objectives

After studying this unit, you will be able to:

Explain the process of communication
Discuss the benefits of a global communication strategy
Discuss Integrated marketing communication
Discuss the various communication tools

Introduction

It is essential for organizations to promote their brands well among their customers, not only to
outperform their competitors but also to survive in the long run. The primary purpose of
marketing communication is to tell customers about the benefits and values that a company’s
product or service offers to them. Brand promotion increases awareness about products and
services and ultimately increases their sales, leading to high profits and revenue for the
organization. Global communication; and branding and advertising can help you market your
product or service in many different countries around the world.

LOVELY PROFESSIONAL UNIVERSITY 189