Copyright Atomic Dog Publishing, 2002 International Publicity, Public Relations, and Sales Promotion Strategies Dana-Nicoleta Lascu Chapter 14

Copyright Atomic Dog Publishing, 2002 Chapter Objectives Provide an overview of international publicity and the public relations activities that can be used to influence it Describe the different approaches to international consumer sales promotion and the activities involved Describe the different approaches to international trade promotion and the different activities involved

Copyright Atomic Dog Publishing, 2002 International Publicity A communication about a company and/or the company’s products that the company does not pay for. Can be negative or positive

Copyright Atomic Dog Publishing, 2002 International Publicity, continued Publicity includes  Print articles  Broadcast messages  Word-of-mouth communication about the company and/or its products The company could attempt to influence publicity through public relations

Copyright Atomic Dog Publishing, 2002 International Publicity, continued Negative publicity can be harmful to the company; the company needs to address it promptly Positive publicity is difficult to come by, but very valuable  High impact on consumer purchase decisions  Due to its independent nature, it is considered more credible than any other component of the promotional mix

Copyright Atomic Dog Publishing, 2002 International Public Relations A concerted effort on the part of a company to generate good will among publics (community, government, consumers, employees, and among others) that are essential to the company.

Copyright Atomic Dog Publishing, 2002 International Public Relations Efforts News releases Letters Company publications Event sponsorship and presence Corporate advertising Image advertising Advocacy advertising Public appearances

Copyright Atomic Dog Publishing, 2002 Consumer Sales Promotion Point of Sale Displays Free Samples Coupons Gifts Sweepstakes Contests

Copyright Atomic Dog Publishing, 2002 Adaptation of International Consumer Sales Promotion Global Campaigns  Requires a priori feedback from local markets  Rarely attempted in sales promotion  Useful for markets where there are multiple languages and dialects, and which have a unifying language Modular Campaigns  Provide a template that can be varied from market to market  Campaign centered around one theme; message is customized for each market

Copyright Atomic Dog Publishing, 2002 Adaptation of International Consumer Sales Promotion, continued Local Campaigns  Tailored to local needs  Retailer cooperation is of particular importance  Gain significant importance in markets not reached by other media

Copyright Atomic Dog Publishing, 2002 Online Sales Promotion Length 32” Pervasive mode of communication with prospective consumers  Sweepstakes  Coupons  Promotional Pricing

Copyright Atomic Dog Publishing, 2002 Legal and Ethical Issues Sales-promotion–related legislation differs from one country to another  Certain campaigns may be illegal, such as: -Buy one, get one free -Sweepstakes based on pure chance  Promotions may have to be printed in multiple languages  Number of responses may overwhelm the company and the postal system

Copyright Atomic Dog Publishing, 2002 Future of International Consumer Sales Promotion Consumer sales promotion is emerging as an important component not only of a company’s international promotional strategy, but also of its international brand strategy.

Copyright Atomic Dog Publishing, 2002 Trade Promotion Trade shows and exhibitions offer potential buyers and sellers a chance to meet face-to-face: They bring many decision makers to a single location for a limited time, enabling firms to get their message to a large number of people at one time.

Copyright Atomic Dog Publishing, 2002 Trade Shows Account for one-fifth of the overall U.S. firms’ communication budgets Organized at set intervals (usually one year), and tend to be specialized in one domain Neutral sales environment Bring together managers from different departments in buyers’ organizations Governments ensure that national/local companies are represented

Copyright Atomic Dog Publishing, 2002 Examples of International Trade Shows Frankfurt Book Fair documenta Venice Biennale DRUPA Interkama World Fair

Copyright Atomic Dog Publishing, 2002 Chapter Summary Provided an overview of international publicity and the public relations activities that influence it Described approaches to consumer sales promotion Described approaches to international trade promotion