© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 18 Global Promotional Strategies

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Planning Promotional Campaigns Determine the target audience Determine the budget Determine the message Determine campaign effectiveness

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The target audience –Expectations of various audiences have to be researched to ensure the appropriateness of campaign decision making. – –An important aspect of research is to determine multimarket target audience similarities. – Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The target audience – –Companies may announce repositioning strategies through image campaigns to both external and internal constituents. – Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Campaign objectives –Can be divided into overall global and regional objectives as well as local objectives. – –Have to be measurable for control purposes. – Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Budget –The promotional budget links established objectives with media, message, and control decisions. – Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit Budgeting Methods for Promotional Programs

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Media strategy - The major factors determining the choice of the media vehicles to be used are: – – – Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit Restrictions on Advertisements for Specific Products in Selected European Countries

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Global media – –Advertising in global media is dominated by major consumer ad categories, particularly airlines, financial services, telecommunications, automobiles, and tobacco. Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Global media –In choosing global media, media buyers most importantly consider targetability, client-compatible editorial, and editorial quality. – Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The promotional message – –The localization of global ideas can be achieved by various tactics, such as adopting a modular approach, localizing international symbols, and using international advertising agencies. Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The promotional message – –Product-related regulations will also affect advertising messages. – Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The campaign approach –What type of outside services to use –How to establish decision-making authority for promotional efforts. Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit Coordinated Approach to Panregional Campaign Development

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit Coordinated Approach to Panregional Campaign Development

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Measurement of advertising effectiveness – –The measures most used are sales, awareness, recall, executive judgment, intention to buy, profitability, and coupon return, regardless of the medium used. Planning Promotional Campaigns

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements Personal selling –Most personal selling is done by the subsidiaries, with varying degrees of headquarters’ involvement. –

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Other Promotional Elements Sales promotion –Used for promotion that does not fall under advertising, personal selling, or publicity. – –For sales promotion to be effective, the campaign planned by manufacturers, or their agencies, must gain the support of the local retailer population. –

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Exhibit Regulations Regarding Premiums, Gifts, and Competitions in Selected Countries

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Public relations –Is the marketing communications function charged with executing programs to earn public understanding and acceptance. – –Internal communication is important to create an appropriate corporate culture. – Other Promotional Elements

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Public relations – –External campaigns can be achieved through the use of corporate symbols, corporate advertising, customer relations programs, and publicity. – Other Promotional Elements

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Public relations – –With interactive technology, consumers can find or initiate topics of interest on the Web and engage in online discussions that strongly affect their and others’ views; this new form of communication is called consumer-generated media (CGM). Other Promotional Elements

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Public relations –The public relations function can be handled in-house or with the assistance of an agency. – Other Promotional Elements

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Sponsorship marketing –Sponsorship involves the marketer’s investment in events or causes. – –An event may become embroiled in controversy, thus hurting the sponsors’ images as well. – Other Promotional Elements