1. Chapter 16 1. Local market characteristics that affect the
advertising and promotion of products
2. The strengths and weaknesses of sales
promotion and public relations in global
marketing
3. When global advertising is most effective; when modified advertising is necessary

2. Chapter Learning Objectives
4. The effects of a single European market on
advertising
5. The communication process and advertising
misfires
6. The effect of limited media, excessive media,
paper and equipment shortages, and
government regulations on advertising and
promotion budgets

3. Introduction Integrated marketing communications (IMC) comprises:
advertising
sales promotions
personal selling
direct selling, and
public relations

4. Sales Promotions in International Markets
Sales promotions are short-term efforts directed to the consumer or retailer to achieve such specific objectives as consumer-product trial or immediate purchase
Examples :
Coupons
Gifts
Sponsorship of Special Events

6. International Public Relations
The job consists of not only encouraging the press to cover positive stories about companies, but also of managing unfavorable rumors, stories, and events

7. International Advertising
Decisions involving advertising are those most often affected by cultural differences among country markets
Consumers respond in terms of their culture, its style, feelings, value systems, attitudes, beliefs, and perceptions

12. Legal Constraints
Comparative advertising is heavily regulated in other parts of the world
Advertising on television is strictly controlled in many countries, e.g., in Germany, for example, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes per hour. Commercial stations in the United Kingdom are limited to 7 minutes per hour

13. Linguistic Limitations
For example, Chrysler Corporation translated its U.S. theme that advertised “Dart Is Power.” To the Spanish, the phrase implied that buyers sought but lacked sexual vigor
The Bacardi wanted to sell the drink in Germany called Pavane, but it is perilously close to pavian, which means “baboon”
A company marketing tomato paste in the Middle East found that in Arabic the phrase “tomato paste” translates as “tomato glue”

14. Constraints to Advertising Campaigns
There are many problems in communicating a firm’s product offerings to its various target markets around the world. Some of these include:
Cultural Diversity: Ad campaigns and product brand names being communicated may mean different things to different cultures
Media Limitations: in some underdeveloped countries, there is a shortage of advertising media such as radio stations, print media (newspapers, magazines), and television stations, cable TV, and satellite TV