1. Promotion decisions in international markets
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2. The sender’s frame of reference The receiver’s frame of reference
Message
Channel
Receiver
Communication model
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3. Unaware- ness Awareness Compre- hension Conviction Action
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4. Think/learn Feel/like Rational/economic Psychologic High involvement
Learn Like Buy
Feel/like
Psychologic
Low
Like
Learn Buy
Buy Like Learn
Like Buy Learn
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5. Where does the advertising expenditure end up (%, 2015)? Country TV
News- papers
Maga- zines
Radio
Cinema
Outdoor
Digital
Denmark
21.4
25.7
7.7
1.9
1.3
5.3
36.8
Sweden
25.8
24.3
6.6
2.6
0.7
4.9
35.1
Finland
23.2
38.3
8.9
4.4
0.3
3.6
21.3
Norway
23.8
27.4
5.7
3.7
0.9
3.4
32.2
Netherlands
22.5
19.7
10.0
6.2
0.2
3.9
37.5
Belgium
40.7
22.6
7.0
13.7
1.1
8.8
6.1
Germany
39.6
20.4
16.8
6.8
0.6
4.5
11.3
Great Britain
28.8
17.7
6.7
2.7
France
33.7
11.6
13.1
7.9
1.0
11.4
Poland
55.5
8.6
2.3
17.9
Italy
53.2
6.4
5.5
4.6
21.1
USA
39.1
13.3
9.4
22.4
China
57.2
9.0 na
12.9
16.9
Japan
31.9
10.2
4.1
2.0
8.5
Thailand
53.6
18.7
5.0
5.8
9.3
Brazil
72.5
9.8
3.5
Where does
the advertising
expenditure
end up (%, 2015)?
Source: Dentsu Aegis Network: Global Advertising Expenditure Report, May 2015/Carat Norge.
© 2018 Taylor & Francis

6. Communication channels in international markets Case: Exports of electronic equipment to radio stations (figures in Euros)
France
Germany
Netherlands
Great Britain
Market share 2% 5%
15%
30%
Sales
95 000
0.8 million
0.6 million
4.5 million
Sales goal next year
1.4 million
1.2 million
5 million
Competitive position
Competitors don’t see you
Competitors have spotted you
You are getting quite annoying
You are market leader
Operation mode
Direct to customers
Distributor
Agent
Sales subsidiary
Communication objectives
Awareness by new customer in the private sector.
New orders from established customers
New orders from established customers Establish new customer relations
Motivate the agent
Maintain customer loyalty (and market share)
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7. Communication channels in international markets (cont.)
France
Germany
Netherlands
Great Britain
National communication channels
Personal visits to existing customers. Seek new customers assisted by export promo agency (seminar reception)
Distributor participates at a local trade fair/ conference; places adverts in local business periodicals (supported by exporter)
Advertise in local business periodicals; visit established and new customers with agent
Frequent adverts in business/technical periodicals.
Sales office follow-up, personal sales, participate at local trade fair
International
communication channels
Invite selected existing and potential customers to CEBIT
Participation at CEBIT in cooperation with German distributor. Other European partners are invited.
Adverts in international periodical (related to CEBIT). Invite selected customers to CEBIT
Social media
Develop a French-language version of the home page
Develop a German-language version of the home page. News releases in German
Chat service
Develop a chat service in English. News releases online
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8. Micro-segmentation A3 B3 A1 B1 B4 C2 A2 B2 C1 Potential users
Active users of our products
Users of
competitors’ products
Potential users
Users of competitors’ products unaware of our existence
Primary segment
Secondary segment
Peripheral
segment
Micro-segmentation
© 2018 Taylor & Francis

9. Communication levels and strategies
Local
brander
Multi-local
brander
Export
brander
Global
brander
Vision
Standard
Adapted/
customised
Customised
Adapted
Customised
Standard
Standard
Adapted
Advertising role
Advertising idea
Execution
Based on van Raiij 1997
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10. International branding in different strategic positions
Multi-local brander
Firm has in-depth market insight and a good resource base. Still they should carry out local advertising, warranted by the diversity of market situations
Global brander
Firm has a strong position in global markets and a relatively good resource base. Should involve local managers/ distributors in the development of ad strategies. “Glocal” advertising
High
Ability to carry out international
marketing communication
Local brander
Firm has limited leverage (resources and market knowledge) relative to their local representatives and ad agency. Customised ads in every market
Export brander
Firm has limited leverage (resources and market knowledge) relative to their representatives and ad agency. Standard ads in global markets?
Low
Multilocal
Global
Industry globality
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International branding in different strategic positions

11. Five steps to a global communication strategy
1. Information exchange
In order to establish a common knowledge platform and understanding of the challenges
2. Persuasion
In order to help subsidiary managers realise the advantages of a more standardised approach
3. Coordination
Use of one global advertising agency to carry out the communication (not friction-free since local ad agency affiliates muster the same resistance as local subsidiaries)
4. Local acceptance
What parts should be globalised/what parts should be localised?
5. Supervision
Both carrots and sticks, developing a clan culture
Based on Quelch and Hoff 1986
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