1. Main Characters of Business Marketing
More complex buying
Quantity, structure, concentration
Technology and performance driven
Importance of coordination
Derived demand vs. Joint demand
Value

2. Business Promotion-An Integrated Marketing Communications Perspective
Integrated Marketing Communication Program
Advertising ? ? ? ?

3. IMC Strategic Planning Process
1. Set communication goals.
2. Determine roles for each medium.
3. Create messages.
4. Place messages in appropriate media.
5. Measure results.
6. Make adjustments in messages and/or media.

4. Communication Goals
Action
Desire
Interest
Awareness

5. Business Advertising Roles of Advertising? Creative Plans
Media Selection?

6. Public Relations
Focus on the relationships and communications with individual and groups in order to create mutual goodwill.
Roles
Forms
Publicity
Public Affair

7. Sales Promotion: Trade Shows
Importance
Buyer depend on trade shows
Trade shows create dialogue
Trade shows reach new prospects
Trade shows strengthen customer relationships
Building relationships with trade press

8. Trade Shows (cont.)
Show selection
Show Marketing Strategy

9. Direct Marketing
An interactive form of marketing using one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored on database.
Personal Selling

10. Basic Model of Communication
International Marketing Communication Decisions
Source/
Sender
Encoding
Message/
Channel
Decoding
Receiver
Noise
Feedback
Response
Basic Model of Communication

11. International Communication Process
Cultural Context A
Cultural Context B
Message channel
Encoding
Advertising Media and or personal sales force
Message translated into appropriate meaning
Noise
Competitive acti-vities, other sales-people, confusion and so on
Decoding
Encoded message interpreted into meaning
Feedback
Information source
Evaluation of communications process and measure of action by receiver
Receiver
Markerer with a product
Action by consumer responding to decoded message

12. Globalized vs. Localized Campaigns
Globalized campaigns
Localized campaigns
Pattern campaign

13. Coca-Cola: “Pattern Advertising”
Basic approach
Specific communication strategy
Specific Audience
Local adjustments
Words and the lyrics are translated
Basic adjustments made to the copy
Visual adjustments made to the copy

14. International Advertising Campaigns
Standardization whenever possible
When do you know it is possible and how to do it?
Adaptation whenever necessary
When do you know it is necessary and how to do it?

15. Cross-Cultural Audience Research
1. Economic conditions (LDC, NIC, HIC)
2. Demographic characteristics
3. Values
4. Custom and ritual
5. Product use and preferences

16. Creative Challenges in Global Ads
Written and spoken language
Quite literal translations
Culture-bound picturing
Assumptions and inferences
Identifying cross-cultural icons

17. Media Challenges in Global Advertising
1. Availability and Coverage:
2. Costs and Pricing:

18. Regulatory Challenges for Global Ads
The types of products that can be advertised
The types of appeals that can be used
The times that certain products may be promoted
Advertising to children
The use of foreign languages in advertisements
The use of national symbols in advertisements
The taxes levied against advertising expenditures

19. International Agency Options
The global agency
The local agency
International affiliates