International Media Selection Coverage, context, characteristics, cost ( Morgan 1996) Coverage of which target market? –different decision makers? family.

Slides:



Advertisements
Similar presentations
International Business 9e
Advertisements

Global News Media Corporations
Chapter 17 promotional concepts and strategies Section 17.1
International Communications Four major difficulties Typical Marcoms (Marketing Communications) tools International communications plan Tactical decisions.
Promotional Concepts and Strategies
Chapter 28 Promotion and Place Name 12 SAM.
Promotion and Promotional Mix
Lim Sei cK.  If your business is to succeed, you have to be able to sell your product.  Businesses that succeed do so by creating and keeping.
Copyright Atomic Dog Publishing, 2002 The International Promotional Mix and Advertising Strategies Dana-Nicoleta Lascu Chapter 13.
The Audience and How to Reach It Chapter 11. Chapter Objectives: Understand how the mass media— newspapers, magazines, radio, television and online services—operate.
$200 PROMOTIONMEDIA PUBLICITY & PR $400 $1000 $800 $600 $200 $400 $600 $800 $1000 $200 $400 $600 $800 $1000 $200 $400 $600 $800 $1000 MERCHANDISING DISTRIBUTION.
OHT 10.1 Wall and Rees: International Business, 2nd edition © Pearson Education Limited 2004 International Marketing.
Copyright 2005 – Biz/ed Marketing in the Travel and Tourism Industry BTEC Travel and Tourism.
Integrated Marketing Communications and International Advertising Chapter 16 McGraw-Hill/Irwin© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Copyright © 2004 South-Western. All rights reserved.14–1 Learning Goals Explain promotion benefits. advertising personal selling sales promotion. public.
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 17 Advertising and Public Relations.
Think and Answer Now: Would you think twice about buying this product after viewing this advertisement? Read the Main Idea on slide 3 Objective: Advertising.
1 March 2004 A Presentation at the 6th Transatlantic Dialogue „Creative Advertising on CNN – a Cross-Media Approach“ Simone Fillies Sales Director Germany.
Marketing. Marketing is… … the strategy of bringing consumers and products together… …from product development to product delivery.
LECTURE 2 SLIDES The media environment. Lecture content Size and shape of the contemporary media industry Regulation of the media Current issues arising.
9.02 International Advertising
The Global Village: International and Comparative Media Systems
Marketing & Visibility Opportunities Mr Fernando Lagrana, Executive Manager ITU Telecom.
Marketing.
13-1 Chapter 13 Themes for Class Discussion Integrated Promotion Decisions Copyright © 2008 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Integrated Marketing Communications and International Advertising
For use only with Duncan texts. © 2005 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Media Characteristics.
International Business Pranab S Deb. Schedule of Lecture International distribution channels Global advertising.
PROMOTION AND PROMOTIONAL MIX Review for Advanced Marketing.
MKT5 - Slide 1 to Promotion Strategy MKT5.
Chapter 31: Using the marketing mix Promotion. What is promotion? The process of communicating with customers or potential customers Can be informative.
Set Marketing Goals By: T.Taylor. You need to set goals to help shape your marketing plan, after you have your marketing mix. These goals should reflect.
Revision of Elasticity Promotion Promotion is divided in two categories 1. Above the line advertising 2. Below the line advertising.
Promotion The final “right”.
World Marketing Conference Field Marketing Workshop 2015January, Team Name: Team Number: Team Concept: Team Members:
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
4.5 Promotion 4.6 Place Chapter 28. Promotion  The use of advertising, sales promotion, personal selling, direct mail, trade fairs, sponsorship and public.
Integrated Marketing Communications Chapter 18. Integrated Marketing Communications Sales Promotions Sales Promotions International Public Relations International.
Integrated Marketing Communications (IMC) Mix Advertising Trade Shows Sales Promotion Personal Selling Direct Selling Public Relations.
Chapter 17 promotional concepts and strategies Section 17.1
JEOPARDY!!!!! Round Don’t Change That Channel! Ad-ing Up Ad-Lib Give.
© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 12: Designing Effective Promotion and Advertising Strategies.
CHAPTER 17. Promotion informpersuade remind any form of communication a business or organization uses to inform, persuade, or remind people about its.
CLASSIFICATION OF ADVERTISING MODULE - 3 Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 1.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
Making Lives Better A Conversation about Health with the California Health Benefit Exchange Board Christine Paige, PhD Senior Vice President, Marketing.
Marketing Definition of Marketing (it’s not just selling) Marketing is… … the strategy of bringing consumers and products together… …from product development.
Promotional Mix Written by: Stacy Orr and Cheryl Tays GACTAE Resource Network.
International Advertising
Promotional Strategies Developing a Promotional Mix.
. C h a p t e r 1 6 Integrated Marketing Communications and International Advertising Modular: Afjal Hossain Assistant Professor, Department of Marketing.
PROMOTIONAL MIX.  Strategy used by companies to inform and persuade a target market  “Any combination of Advertising, Selling, Publicity, and Sales.
Bell Ringer Have you ever heard of the Microsoft X Box? How did you hear about it?
Marketing Chapter 17 Section 1.  Promotion is one of the four Ps of the Marketing Mix (product, place, price, and promotion).  Promotion is persuasive.
Products, Markets and Advertising Products, Markets and Advertising.
Marketing Strategies Chapter 11.1 Market to Me!. Meeting Consumer Needs 0 Marketing: the process of planning, pricing, promoting, selling, and distributing.
Trade Fairs in Marketing Mix Germany
Explain advertising media used in the sport/event industries
Integrated Marketing Communications and International Advertising
Media Planning and strategy
Promotional Concepts and Strategies
Advanced Marketing What are we doing? Promotion
Integrated Marketing Communications
International Marketing
Chapter 13 & 18 Communication, Advertising, Promotion, and Sales
Advertising and Public Relations
Chapter 17 Promotional Concepts and Strategies
Unit -1.
International Communications
Unit 1 – Strategies Used in the Sports and Entertainment Industry
Presentation transcript:

International Media Selection Coverage, context, characteristics, cost ( Morgan 1996) Coverage of which target market? –different decision makers? family member - culture job function - industry –different market segment? innovator and early adopters educated, affluent minority

Context: where is it seen? home, commuting, or office? communal: cafes, bars, under a tree? free distribution - hotels, planes how many readers per copy?

Characteristics Newspapers – local, regional, or national Broadcast –number of commercial channels –amount of advertising permittted Outdoor –urban or rural –planning controls on billboards

The local media landscape % of adspend per medium TVRadioPrintOutdoor UK France Germany US Mexico S Korea International Marketing Data and Statistics, Euromonitor (1998) in Terpstra

International Media Target a segment across national borders business, youth, fans, linguistic groups Bulk-buy space Business and news magazines Economist, Time, Newsweek, FT, Wall St Journal International editions International Herald Tribune, Guardian, CSM Magazines Reader’s Digest, Men’s Health, Cosmopolitan Satellite TV and syndicated channels CNN, BBC

Other media Direct marketing (mail, telesales, fliers) –legal? available? acceptable? usual? –centralised mailing or call-centres Sponsorship -association with local team PR- local endorsement & credibility Trade Exhibitions (WTM, ITB)

A final thought on adapting the marketing mix Similarity to home market Control from HQ Local Office Retailers Owned/Franchised High Standardised mix Global brand Pull strategy Low Delegation Sales Agents Intermediaries Client/Joint venture Adapted mix Local brand Push strategy Strategy Marketing run by Outlets Types of Partnership

Feedback: Privacy Policy Feedback
Do Not Sell My Personal Information
About project: SlidePlayer Terms of Service

© 2024 SlidePlayer.com. Inc. All rights reserved.