Page 199 - DMGT547_INTERNATIONAL_MARKETING

International Marketing

Notes
The progressive coupon was supported through a variety of public relations tactics. The
team conducted extensive outreach to coupon bloggers and individuals with whom the
brand has built a relationship, purchased a Facebook ad and utilized the brand’s e-mail
database to spread the word and encourage consumers to “like” the page and sign up for
a coupon.
In just two weeks, the Healthy Choice Facebook page grew from 6,800 to nearly 60,000
fans, and the team distributed more than 50,000 buy-one-get-one-free coupons. The
progressive coupon campaign also generated significant trade coverage, including an
article in Brand week.
Source: http://mashable.com/2011/03/08/social-pr-campaigns/

11.3 Factors Influencing Communication Decisions

Different countries interact in business-related activities on an everyday basis. There are different
economic, social and cultural differences among them. These differences prove to be obstacles in
business communication. Knowledge of such factors eliminates the common mistakes and
misunderstandings involved with business communication between different cultures. There
are various factors which influence business communication decisions in international markets.
These are explained below.
11.3.1 Advertising

According to American Marketing Association, Advertising is “Any paid form of non-personal
presentation and promotion of ideas, goods or services by an identified sponsor.” It is a means
by which a firm communicates with potential customers, highlighting its product.

!
Caution Global advertising is the use of the advertising appeals, messages, art, copy,
photographs, stories, and video segments in multiple country markets.
A global company that has the ability to successfully transform a domestic campaign into a
worldwide one or to create a new global campaign from scratch is at an advantage relative to
competitors who make the same discovery at a later point in time.
Global campaigns with unified themes can help to build long-term product and brand identities
and offer significant savings by reducing costs involved in producing advertisements. Global
advertising also offers companies economies of scale in advertising as well as improved access
to distribution channels. Where shelf space is at a premium, a company has to convince retailers
to carry its products rather than those of competitors.

Example: In the case of food products
There are two major decisions that a firm has to address:
The major question faced by firms is if the specific advertising message and media strategy
needs to be changed from country to country. Local country managers can share important
information, such as when to use caution in advertising creativity.

Given below is an idea of how ads need to be formed, keeping in mind the regional
thought process and culture:

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