1. Integrated Marketing Communications
and
International Advertising

2. A Basic Model Communication
Senders
Receivers
Source
Sender
Encoding
Channel
Massage
Decoding
Receiver
Feedback
Noise

3. A Basic Model Communication
Communication: passing information, exchange ideas or establishing a commence of thoughts between sender and receiver.
Two major participants in communication process are sender & receiver.
Two major tools are massage & channels
Two functions are encoding & decoding
Interfere element is noise
Source/ encoding: person or organization that information to share with another person or group (signs, symbols and pictures.
Massage: That contain the meaning ,thoughts and information to convey.
Receiver/decoding: transforming the meaning ,symbol and pictures into thoughts .

4. Global Perspective Integrated marketing communications (IMC)
Advertising
Sales promotions
Trade shows
Personal selling
Direct selling
Public relations
Objective: the successful sale of a product or service

5. Sales Promotions in International Markets
Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation
Short-term efforts directed to the consumer or retailer to achieve specific objectives
In markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increased
Product sampling

6. International Public Relations
The role of public relations (PR) is creating good relationships with the popular press and other media to help companies communicate messages to customers, the general public, and governmental regulators.

7. Steps in the International Advertising Process
Perform marketing research.
Specify the goals of the communication.
Develop the most effective message(s) for the market segments selected.
Select effective media.
Compose and secure a budget.
Execute the campaign.
Evaluate the campaign relative to the goals specified.

8. Advertising Strategy and Goals
Marketing problems require careful marketing research and thoughtful and creative advertising campaigns in country, regional, and global markets, respectively.
Increased need for more sophisticated advertising strategies.
Balance between standardization of advertising themes and customization.
Consumer cultures

9. Product Attributes and Benefit Segmentation
Different cultures usually agree on the benefit of the primary function of a product
Other features and psychological attributes of the item can have significant differences

10. Global Advertising and the Communications Process
If not properly considered, the different cultural contexts can increase the probability of misunderstandings
Effective communication demands the existence of a “psychological overlap” between the sender and the receiver
It can never be assumed that “if it sells well in one country, it will sell in another”

11. Global Advertising and Promotion Effort.
Global or standardized advertising strategy.
Pattern Advertising (similar basic message with some local variation)
Customized.
Marketing strategy; Cultural differences; Behavior in terms of the product; Media availability.

12. Legal Constraints
Laws that control comparative advertising vary from country to country in Europe.
Comparative advertising - e.g., Germany prohibits
use of superlatives
Advertising of specific products
Control of advertising on television (Kuwait allow only 30 minutes.
Accessibility to broadcast media
Limitations on length and number of commercials Internet services
Special taxes that apply to advertising - e.g., Japan.

13. Linguistic Limitations
Language is one of the major barriers to effective communication through advertising
Translation challenges
Low literacy in many countries
Multiple languages within a country

14. Cultural Diversity
Knowledge of cultural diversity must encompass the total advertising project - Symbols, colors, tastes, values and
beliefs.
Existing perceptions based on tradition and heritages are often hard to overcome
Subcultures
Changing traditions

15. Media Limitations and Production and Cost Limitations
Media limitations may diminish the role of advertising in the promotional program
Examples of production limitations:
Poor-quality printing
Lack of high-grade paper
Low-cost reproduction in small markets poses a problem in many countries

16. Media Planning and Analysis – Tactical Considerations
Availability
Cost
Coverage
Lack of market data

17. Media Planning and Analysis – Specific media Informations
Newspapers
Magazines
Radio and television
Satellite and cable TV
Direct mail
The Internet
Other media

18. Summary
An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketing.
Currently companies are basing their advertising strategies on national, subcultural, demographic, or other market segments.
The major problem facing international advertisers is designing the best messages for each market served.
The availability and quality of advertising media vary substantially around the world.
Advances in communication technologies are causing dramatic changes in the structure of the international advertising and communications industries.