Promotional Strategies in Global Markets

“A lie told once remains a lie but a lie told a thousand times becomes the truth”

All you sell is a hole in the wall”. “You never sell a drill. All you sell is a hole in the wall”.

Preference Formation Purchase Behavior Post Purchase Behavior

“It all depends on how we look at things, and not on how they are in themselves” C. G. Jung

Perception Stimuli Sensation Perception is influenced by: - Culture Attention Interpretation Perception Perception is influenced by: - Culture - Context - Individual Factors

Motivation Buyers are goal oriented. Motivators are based on needs such as: - Physiological Needs - Psychological Needs - Sociological Needs The physical product does not necessarily address needs. It is always the perception of the product that leads to the purchasing decision.

Involvement Involvement Increases with the Perception of Risk such as: - Monetary Risk - Functional Risk - Physical Risk - Social Risk - Psychological Risk Involvement and Brand Loyalty are positively correlated.

Problem Solving Extended Problem Solving Limited Problem Solving (EPS) (LPS) - High Involvement - Low Involvement

Planing and Implementing Promotional Activities Define Communication Problem - Brand Awareness - Brand Image - Sales Increase - Provoke First Trial - Consumer Loyalty Define Communication Objective Media Strategy - Availability of Media - Frequency - Reach Creative Strategy - Content of Message - Message Presentation - Message Appeal Implementation and Control

Creative Strategy 1. What main benefits are (or could be) perceived by target market? 2. What should be the main message? 3. How should the message be delivered?

Creative Strategy (cont..) Three Types of Decision Making Processes: 1. Rational - High Involvement - EPS Promotional activities should focus on: - Content of Message - Providing Information - Use of Experts Promotional activities should focus on: - Delivery of Message - Create Association with Feelings, Emotions…. - Use of Celebrities 2. Emotional - Medium to High Involvement

Creative Strategy (cont..) 3. Behavioral - Low Involvement - (LPS) Promotional activities should focus on: - Delivery of Message - Concentrate on one or two main Benefits - Use of Average Consumer “The most brilliant propagandist technique will yield no success unless one fundamental principle is borne in mind constantly - it must confine itself to a few points and repeat them over and over.”

Creative Challenges of Global Advertising Legal Constraints Language Limitations Cultural Diversity Media Limitations Production and Cost Limitations