Welcome to class of Integrated Communications by Dr Welcome to class of Integrated Communications by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada s.singh@uwinnipeg.ca http://abem.uwinnipeg.ca www.abem.ca/conference

Integrated Communications International Communications Process Advertising Advertising Planning World’s Top 10 Advertising and Marketing Agencies Personal Selling Ethnocentric Polycentric Regiocentric Geocentric Personal Selling – Other Factors How IBM pays to Sales Executives Worldwide Relationship Marketing

International Communication Process

Advertising Establish Brand and/or Improve Image Russian Airline Brand image may not be consistent across countries Toyota/Parker/Escorts Product Features/Cultural Barriers Can products are not perceived as healthy products Different message in different country Bicycle recreational in Canada vs. transport in Holland/China Languages/Dialects 200 in India, 30 in Arab, 50 in Israel Media Limitations So many per year, no programming during working hours Creativity Respect culture, poor quality magazine but high circulation Adjust media, billboard may be cost-effective, no printing required Legal Constraints Ban on certain products– drugs, liquors, tobacco

Advertising Planning Availability Coverage, media appropriateness Too few or too many – CCTV in China Coverage, media appropriateness Media may be political; need different media to gain wider coverage, video vans, putting ads on cement-mixer, boats… Costs Do negotiate; it is subject to negotiations; depends on your bargain ability. Cost of coverage varies e.g. Belgium $1.5/customer vs. $6 Italy Newspaper Difficult to get space Time magazine, Asahi Japan; possible to buy editorial space in some countries, contextual priming effect Magazine No space. Accept twice as many advertisements, then select half by raffle Foreign edition of home magazine may be useful 10% of space can only be allocated, 5% of time -- Vietnam Radio and TV People are obsessed with TV. Check for restrictions Other Media Advertisements on car ($250/month in Spain) to sever as moving billboards Drivers must show their usual driving pattern and routes

The World’s Top Advertising and Marketing Agencies ($ millions)

Personal Selling Ethnocentric Polycentric Regiocentric Geocentric Everywhere the same sales force as at home Polycentric Separate and distinct I.e. local sales force for each foreign market Regiocentric Separate and distinct sales force for each region – group of similar countries Geocentric One sales force for all countries worldwide

How IBM Pays to Sales Executives Worldwide

Personal Selling -- Other Factors Identify Decision Maker Individual, group, top-boss, by vote… Continue Negotiations after Deal is Closed Signing a contract is just a beginning; work together to fix problems and build relationship…Chinese managers Do not switch managers in the middle of negotiations Forge Friendship Columbia, Scotland, South Asian countries Be Evidence-Based Data and empirical evidence that supports your sales propositions. No need for flashy brochures…,German managers. Learn to Relax Casual about time and punctuality… Indians, Pakistanis Establish Credibility First meeting is just a formality. Next meeting is about your credibility, then sales talks…Russians Your Status Your business card must indicate your title … South Korea, India

Relationship Marketing Do not end business after a deal is made Build long-term relationship with buyers Customer loyalty program Periodic telephone calls enquiring about product performance If anything we can do for you Relationship building is important Large cultural distance between buyer and seller Collective versus individualistic society In Collective Society, business is small part of life Relationship is everything So, slow down and build trust