Page 205 - DMGT547_INTERNATIONAL_MARKETING

International Marketing

Notes There are three elements in any IMC strategy: the consumer, the channels through which
the message is communicated, and the evaluation of the results of the communication.

The major benefits of a Global Communication Strategy are consistency, reduced risk,
localization, leadership, management of campaigns and media planning.
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.”
Global advertising is the use of the advertising appeals, messages, art, copy, photographs,
stories, and video segments in multiple country markets.
Public relations (PR) is the department or function responsible for evaluating public
opinion about, and attitudes toward, the organization and its products and brands. Public
relations personnel also are responsible for fostering goodwill, understanding, and
acceptance among a company’s various constituents and publics.

Public relations practices can be affected by Cultural traditions, Social and political contexts
and Economic environment.

The role of salesperson becomes quite important as he/she acts as representative of the
firm with whom potential customers with directly interact with. The customer always
wants to be sure that he or she is getting value for his or her money. The salesperson helps
in winning the trust of customer in the firm by making a potential customer an actual one,
hence giving the firm some competitive advantage.

Sales promotion refers to any paid consumer or trade communication program of limited
period that adds substantial value to a product or brand. The three major types of Sales
promotion are Consumer sales promotion, Trade sales promotion, and business to business
sales promotion.

11.5 Keywords

Advertising: It is any paid form of non-personal presentation and promotion of ideas, goods or
services by an identified sponsor.
Brand Communication: Brand Communication is the process involving identifying target
consumers and promoting the brand among them through means of Advertising, Sales
Promotion, Public Relation, Direct Marketing, Personal Selling, Social media, etc.

Communication: It can be defined as transmitting, receiving, and processing information.
Global Advertising: It is the use of the advertising appeals, messages, art, copy, photographs,
stories, and video segments in multiple country markets.
Integrated Marketing communications: It “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.”
Personal Selling: It is personal communication between a firm representative and a potential
customer to persuade prospective customer to buy something their product or service idea.
Public Relations: It is communicating your organization’s messages at the right time and in the
right place to the right audience.
Sales Promotion: It refers to any paid consumer or trade communication program of limited
period that adds substantial value to a product or brand.

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