经济类课件汇集_INTERNATIONAL MARKETING_Chapter 20 Global Promotional Strategies

INTERNATIONAL MARKETING 6e Chapter 20 Global Promotional Strategies Copyright 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc, 6277 Sea Harbor Drive, Orlando, Florida 32887-6777

Copyright © 2001 by Harcourt, Inc.. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777. INTERNATIONAL MARKETING 6e Global Promotional Strategies Chapter 20

Worldwide Media Strategy y Challenges of country and regional differences Cultural, ethnic, regulatory, demographic Responses to challenges Social responsibility (Cause-related marketing) Sound management systems excellent communications Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-2 Worldwide Media Strategy Challenges of country and regional differences • Cultural, ethnic, regulatory, demographic Responses to challenges • Social responsibility (Cause-related marketing) • Sound management systems • excellent communications

7 Stages in Promotional Campaign Planning Determine the target audience Determine campaign objectives Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness Ryans, Managementof Internationa/ Advertising: A Marketing Copyright 2001 by Harcourt, Inc. All rights reserved Approach. (Boston, MA: Alyn Bacon, 1984),72-73

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-3 Determine the target audience Determine campaign objectives Determine the budget Determine media strategy Determine the message Determine campaign approach Determine campaign effectiveness 7 Stages in Promotional Campaign Planning Source: Framework adapted from Dean M. Peebles and John K. Ryans, Management of International Advertising: A Marketing Approach, (Boston, MA: Allyn & Bacon, 1984), 72-73

Planning promotional campaigns Target Audience Promotional campaigns affect more than consumers who purchase the product or service Suppliers,intermediaries, government, local community bankers and creditors, media organizations shareholders, and employees Research to determine multimarket target audiences is required as firms become more Who are our =5 internationally involved. customers? Corporate image advertising Umbrella campaigns Global image campaigns Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-4 Planning Promotional Campaigns Target Audience • Promotional campaigns affect more than consumers who purchase the product or service. – Suppliers, intermediaries, government, local community, bankers and creditors, media organizations, shareholders, and employees. • Research to determine multimarket target audiences is required as firms become more internationally involved. • Corporate image advertising • Umbrella campaigns • Global image campaigns Who are our customers?

Campaign Objectives. n Global objectives General guidelines and control for broad-based campaigns(consistency of message Regional objectives Local objectives Specific and measurable targets (awareness, image, market share) for individual markets / Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-5 Campaign Objectives Global objectives • General guidelines and control for broad-based campaigns (consistency of message) Regional objectives Local objectives • Specific and measurable targets (awareness, image, market share) for individual markets

The budget The promotional budget links marketing objectives with media, message, and control decisions Acts as a control mechanism Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-6 The Budget The promotional budget links marketing objectives with media, message, and control decisions. Acts as a control mechanism

Media Availability $300 billion spent on worldwide media in 1999 Total Spending(billons), 1999 U.S Japan 357 U.K Germany 20.3 France 9.7 Brazil 8.8 Australia 5.5 Canadas.4 South Korea□53 Netherlands■3.7 Source: Adapted from"Top Global Ad Markets Copyright 2001 by Harcourt, Inc. All rights reserved Advertising Age Intemational, May, 1999, 35-38. 20-7

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-7 Media Availability $300 billion spent on worldwide media in 1999! 117 35.7 20.8 20.3 9.7 8.8 5.5 5.4 5.3 3.7 0 20 40 60 80 100 120 U.S Japan U.K. Germany France Brazil Australia Canada South Korea Netherlands Total Spending (billons), 1999 Source: Adapted from “Top Global Ad Markets,” Advertising Age International, May, 1999, 35-38

Media Availability Per Capita Spending($),1999 50100150200250300350400450 U.S 400 Japan 297 U.K 323 Germany 230 France 158 Brazil 54 australia 263 Canada 157 South Korea 140 Netherlands Source: Adapted from"Top Global Ad Markets Copyright 2001 by Harcourt, Inc. All rights reserved Advertising Age Intemational, May, 1999, 35-38. 20-8

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-8 Media Availability 400 297 323 230 158 5 4 263 157 140 240 0 50 100 150 200 250 300 350 400 450 U.S Japan U.K. Germany France Brazil Australia Canada South Korea Netherlands Per Capita Spending ($), 1999 Source: Adapted from “Top Global Ad Markets,” Advertising Age International, May, 1999, 35-38

Internet Advertising Spending By Region 02,0004,0006,0008,00010,00012,00014,00016,00018,000 North america Europe Asia-Pacific L Latin America Total 16,675 口1998口1999口2000口2001口2002 Copyright 2001 by Harcourt, Inc. All rights reserved SourceAdaptedfromhttp://www.forrester.com 209

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-9 Internet Advertising Spending By Region 16,675 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 North America Europe Asia-Pacific Latin America Total 1998 1999 2000 2001 2002 Source: Adapted from http://www.forrester.com

Product Influences 学强 Product advertising restrictions National consumer protection regulations Special rules in certain markets reflecting local cultural values Advertisers responses Adaptation Corporate image advertising Sports sponsorships Innovation product placement Diversification Copyright 2001 by Harcourt, Inc. All rights reserved

Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-10 Product Influences Product advertising restrictions • National consumer protection regulations • Special rules in certain markets reflecting local cultural values. Advertiser’s responses • Adaptation – Corporate image advertising – Sports sponsorships • Innovation – product placement • Diversification