1. International marketing Communications

2. Learning Objectives:
To explain the process of communication in international markets
To describe various tools of international marketing communication
To discuss factors influencing international marketing communication decisions.

3. The Communication Process
Source Encodes Message
Source Transmits Message via Medium
Receives Decodes Message
Receiver Provides Feedback to Source

4. Constraints on International Marketing Communications
Language differences
Govt. Controls
Media availability
Economic differences
Local distributors
Tastes, attitudes
Agency availability
International
Marketer
Foreign
Buyers
Coded
Messages
Decoded
Messages

5. Standardization/adaptation Issues

6. Standardization vs. Adaptation
“Eighteen-year olds in Paris have more in common
with 18-year-olds in New York than with their own parents. They buy the same products, go to the same movies, listen to the same music, sip the same colas. Global advertising merely works on that premise.”
- William Roedy, Director, MTV Europe

7. Distributed in 14 countries
STANDARDISED WITH MINOR OR NO CHANGE
Distributed in 14 countries

8. The Roles of Global Marketing Communications
Presenting and exchanging info with internal & external, and domestic & international stakeholders
Managing the complexity of different markets, media availability, languages, cultural sensitivity and regulations
Not just about conveying product benefits but a tool to build and maintain relationships with customers & stakeholders
Increasingly being used to discharge social responsibility 8

9. Standardizing Global Communications
Efficiency gains in advertising creative work, media buying and staff time
Provides customers with perceived added value
Consistency in corporate identity and branding creates confidence, trust and loyalty
The emerging global customer segments due to:
Global visual and written media
Increased travel
Easier access to products via internet
Standardising Global Advertising
Many Benefits:
Efficiency gains in advertising creative work, media buying and staff time -
Provides customers with perceived added value – in credibility, globally recognisable image and prestige.
Consistency in corporate identity and branding creates confidence, trust and loyalty – in production and service standards
The emerging global customer segments due to:
Global visual and written media
Increased travel
Easier access to products via internet 9

10. Standardizing Global Communications
Standardization is viable when:
Visual messages as the main content
Well-known celebrities
Music
Well-known trademarks or symbols
It does not travel when:
Use of spoken and written language
Humour
Well-known personality is country specific
Context-specific 10

11. Adaptation of Global Communications
Fundamental cultural differences
Portrayal of women
Local regulations preventing standardization e.g. prohibit comparative advertising, alcohol, tobacco, products for children, sexual content etc.
The name insinuates inappropriate meanings or less appealing to locals
Semiotics: symbols, colours, animals or flowers 11

12. 11.1 Factors preventing standardization of marketing communications

13. Global Integrated Marketing Communications (GIMC)
"...a system of active promotional management which strategically coordinates global communications in all of its component parts both horizontally in terms of countries and organizations and vertically in terms of promotional discipline. It contingently takes into account the full range of standardized versus adaptive market options, synergies, variations among target populations and other marketplace and business conditions.“
Grein and Gould (1996: 143)

14. 11.2 Consumer Driven Communication Process