Page 204 - DMGT547_INTERNATIONAL_MARKETING

Unit 11: Communication Decision for International Markets

14. The three major types of Sales promotion are ................., Trade sales promotion, and business Notes
to business sales promotion.

15. ................. is personal communication between a firm representative and a potential
customer to persuade prospective customer to buy something their product or service
idea.

Case Study Ethical Use of Interns

s director of public relations for a major pharmaceutical company, you are under
increasing pressure to show measurable results with a limited budget. The CEO
Aasks you to develop an effective campaign to engage public support for the
company’s application to the Federal Drug Administration for approval of a new drug
research shows to be highly effective at controlling asthma for children and to have no
known side effects.
As one of your key tactics, you plan a series of community meetings for parents. Your CEO
is pleased with the tactic. You have an unpaid intern, working for class credit and public
relations experience that has completed course work and is looking for a job in a tight
market. He wants public relations experience that will benefit his job search but you have
not yet given him meaningful tasks that will help him build his skills. He has been
answering the phone and filing while you have been out of the office in meetings for
hours at a time. You don’t have the budget to hire a mailing service or temp to get the
invitations out, track RSVPs or check-in guests at the informational meetings. You want to
assign the job to the intern. Should you do this?

Questions
1. Identify the ethical issues and/or conflicts.
2. Determine internal/external factors likely to influence your decision.
3. Choose key values that apply.

4. Consider parties who will be affected by your decision.
Source: http://www.prsa.org/AboutPRSA/Ethics/Resources/CaseStudies/EducatorCaseStudy4.pdf
11.4 Summary

This unit attempts to give an overview of the functions in as simple manner as possible.
Communication can be defined as transmitting, receiving, and processing information.
When a person, group, or organization attempts to transfer an idea or message and the
receiver is able to comprehend the information, communication takes place.

Brand Communication is the process involves identifying target consumers and promoting
the brand among them through means of Advertising, Sales Promotion, Public Relation,
Direct Marketing, Personal Selling, Social media, etc.

According to the American Association of Advertising Agencies, Integrated Marketing
communications“ recognizes the value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines advertising, public relations, personal
selling, and sales promotion and combines them to provide clarity, consistency, and
maximum communication impact.”

LOVELY PROFESSIONAL UNIVERSITY 199