1. Welcome to class of Integrated Communications by Dr
Welcome to class of Integrated Communications by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada

2. Integrated Communications
International Communications Process
Advertising
Advertising Planning
World’s Top 10 Advertising and Marketing Agencies
Personal Selling
Ethnocentric
Polycentric
Regiocentric
Geocentric
Personal Selling – Other Factors
How IBM pays to Sales Executives Worldwide
Relationship Marketing

3. International Communication Process

4. Advertising Establish Brand and/or Improve Image
Russian Airline
Brand image may not be consistent across countries Toyota/Parker/Escorts
Product Features/Cultural Barriers
Can products are not perceived as healthy products
Different message in different country
Bicycle recreational in Canada vs. transport in Holland/China
Languages/Dialects
200 in India, 30 in Arab, 50 in Israel
Media Limitations
So many per year, no programming during working hours
Creativity
Respect culture, poor quality magazine but high circulation
Adjust media, billboard may be cost-effective, no printing required
Legal Constraints
Ban on certain products– drugs, liquors, tobacco

5. Advertising Planning Availability Coverage, media appropriateness
Too few or too many – CCTV in China
Coverage, media appropriateness
Media may be political; need different media to gain wider coverage, video vans, putting ads on cement-mixer, boats…
Costs
Do negotiate; it is subject to negotiations; depends on your bargain ability. Cost of coverage varies e.g. Belgium $1.5/customer vs. $6 Italy
Newspaper
Difficult to get space Time magazine, Asahi Japan; possible to buy editorial space in some countries, contextual priming effect
Magazine
No space. Accept twice as many advertisements, then select half by raffle
Foreign edition of home magazine may be useful
10% of space can only be allocated, 5% of time -- Vietnam
Radio and TV
People are obsessed with TV. Check for restrictions
Other Media
Advertisements on car ($250/month in Spain) to sever as moving billboards
Drivers must show their usual driving pattern and routes

6. The World’s Top Advertising and Marketing Agencies ($ millions)

7. Personal Selling Ethnocentric Polycentric Regiocentric Geocentric
Everywhere the same sales force as at home
Polycentric
Separate and distinct I.e. local sales force for each foreign market
Regiocentric
Separate and distinct sales force for each region – group of similar countries
Geocentric
One sales force for all countries worldwide

8. How IBM Pays to Sales Executives Worldwide

9. Personal Selling -- Other Factors
Identify Decision Maker
Individual, group, top-boss, by vote…
Continue Negotiations after Deal is Closed
Signing a contract is just a beginning; work together to fix problems and build relationship…Chinese managers
Do not switch managers in the middle of negotiations
Forge Friendship
Columbia, Scotland, South Asian countries
Be Evidence-Based
Data and empirical evidence that supports your sales propositions. No need for flashy brochures…,German managers.
Learn to Relax
Casual about time and punctuality… Indians, Pakistanis
Establish Credibility
First meeting is just a formality. Next meeting is about your credibility, then sales talks…Russians
Your Status
Your business card must indicate your title … South Korea, India

10. Relationship Marketing
Do not end business after a deal is made
Build long-term relationship with buyers
Customer loyalty program
Periodic telephone calls enquiring about product performance
If anything we can do for you
Relationship building is important
Large cultural distance between buyer and seller
Collective versus individualistic society
In Collective Society, business is small part of life
Relationship is everything
So, slow down and build trust