1. Promotional Strategies in
Global Markets

2. “A lie told once remains a lie but a lie told a thousand times becomes the truth”

3. All you sell is a hole in the wall”.
“You never sell a drill.
All you sell is a hole in the wall”.

4. Preference Formation
Purchase Behavior
Post Purchase Behavior

5. “It all depends on how we look at things, and not on how they
are in themselves”
C. G. Jung

6. Perception Stimuli Sensation Perception is influenced by: - Culture
Attention
Interpretation
Perception
Perception is influenced by:
- Culture
- Context
- Individual Factors

7. Motivation Buyers are goal oriented. Motivators are based on
needs such as:
- Physiological Needs
- Psychological Needs
- Sociological Needs
The physical product does not necessarily address needs.
It is always the perception of the product that leads to the
purchasing decision.

8. Involvement Involvement Increases with the Perception of Risk such as:
- Monetary Risk
- Functional Risk
- Physical Risk
- Social Risk
- Psychological Risk
Involvement and Brand Loyalty are positively correlated.

9. Problem Solving Extended Problem Solving Limited Problem Solving
(EPS) (LPS)
- High Involvement - Low Involvement

10. Planing and Implementing Promotional Activities
Define Communication Problem
- Brand Awareness
- Brand Image
- Sales Increase
- Provoke First Trial
- Consumer Loyalty
Define Communication Objective
Media Strategy
- Availability of Media
- Frequency
- Reach
Creative Strategy
- Content of Message
- Message Presentation
- Message Appeal
Implementation and Control

11. Creative Strategy 1. What main benefits are (or could be) perceived by
target market?
2. What should be the main message?
3. How should the message be delivered?

12. Creative Strategy (cont..)
Three Types of Decision Making Processes:
1. Rational
- High Involvement
- EPS
Promotional activities should
focus on:
- Content of Message
- Providing Information
- Use of Experts
Promotional activities should
focus on:
- Delivery of Message
- Create Association with
Feelings, Emotions….
- Use of Celebrities
2. Emotional
- Medium to High
Involvement

13. Creative Strategy (cont..)
3. Behavioral
- Low Involvement
- (LPS)
Promotional activities should
focus on:
- Delivery of Message
- Concentrate on one or two main
Benefits
- Use of Average Consumer
“The most brilliant propagandist technique will yield no success unless one fundamental principle is borne in mind constantly - it must confine itself to a few points and repeat them over and over.”

14. Creative Challenges of Global Advertising
Legal Constraints
Language Limitations
Cultural Diversity
Media Limitations
Production and Cost Limitations