2. Integrated Marketing Communications and International Advertising
Chapter 16
Integrated Marketing Communications and International Advertising
McGraw-Hill/Irwin
International Marketing, 13/e
© The McGraw-Hill Companies, Inc., All Rights Reserved.

3. Chapter Learning Objectives
Local market characteristics that affect the advertising and promotion of products
The strengths and weaknesses of sales promotion and public relations in global marketing
When global advertising is most effective; when modified advertising is necessary
The effects of a single European market on advertising
The effect of limited media, excessive media, paper and equipment shortages, and government regulations on advertising and promotion budgets
The communication process and advertising misfires

4. Global Perspective Barbie Versus Mulan
The original Barbie between Japan, Hong Kong and Hollywood
Major toy makers increasingly are designing 1 version globally
Cable & satellite TV and internet
International retail giants – Wal- Mart, Toys “R” us, Carrefour
Rapunzel Barbie launched in 59 countries at the same time. TV ad campaign in 35 languages around the world broadcasted at the same time+ web site+ games+ videos+ movies
Action figures toys make up just 1% of the toy market in Germany, 5% in US AND 6% in UK
Disney’s Jasmine in the Islamic world
Despite of Mattel IMC plan Barbie sales declined sharply in front of the more ethnically diverse competitors’ products

5. Las Vegas Loosing Its Exclusivity
The gaming heritage
Resort industry
Dinning& Shopping
Competition from other cities
Lack of a unifying idea that could break through the clutter
People love to come to Las Vegas to cut loose, have fun and do things they wouldn’t do back home
R&R Partners “Only in Vegas” ads
Relation to text This slide relates to the material on pp. 3-4 of the text, which discusses the branding campaign for Las Vegas.
Summary Overview This slide shows a frame from one of the commercials for the popular ad campaign created by R&R Partners. The challenge was to find a unified way of marketing the city that would create a unique brand identity for Vegas that would resonate with and motivate a wide range of people.
Use of this slide This slide can be used as part of a discussion of how the roles of advertising and other forms of promotion are being used by companies and organizations such as the Las Vegas Convention & Visitors Authority to create integrated marketing communications programs for their products and services.

6. Using IMC To Market Las Vegas
Relation to text This slide relates to the material on pp. 3-4 of the text, which discusses the branding campaign for Las Vegas.
Summary Overview This slide shows a frame from one of the commercials for the popular ad campaign created by R&R Partners. The challenge was to find a unified way of marketing the city that would create a unique brand identity for Vegas that would resonate with and motivate a wide range of people.
Use of this slide This slide can be used as part of a discussion of how the roles of advertising and other forms of promotion are being used by companies and organizations such as the Las Vegas Convention & Visitors Authority to create integrated marketing communications programs for their products and services.

7. Creating a Unique Brand Identity for Las Vegas
Relation to text This slide relates to the material on pp. 3-4 of the text, which discusses the branding campaign for Las Vegas.
Summary Overview This slide contains a television commercial from a campaign developed for the Las Vegas Convention & Visitor’s Authority. The tagline for this campaign is “What happens here, stays here”.
Use of this slide The commercial shown in this slide can be used as an example of how many companies are taking a different approach in developing their marketing communication programs than in the past.
*Click outside of the video screen to advance to the next slide
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

8. Leveraging the popular commercials into IMC
Marketing guerilla efforts around the Oscar and Grammy awards
Sponsorships, PR& feature stories in CNN& National Public Radio, US Today, NY Times, WS journal and cover story in Time magazine
Grand Marketer Award 2004
37.4 million visitors
89% occupancy rate
Relation to text This slide relates to the material on pp. 3-4 of the text, which discusses the branding campaign for Las Vegas.
Summary Overview This slide contains a television commercial from a campaign developed for the Las Vegas Convention & Visitor’s Authority. The tagline for this campaign is “What happens here, stays here”.
Use of this slide The commercial shown in this slide can be used as an example of how many companies are taking a different approach in developing their marketing communication programs than in the past.

9. Taking The “Only Vegas” Campaign in a New Direction
Relation To Text
This slide relates to the “Only Vegas” campaign that is discussed in the opening vignette to Chapter 1.
Summary Overview
In 2006 R&R Partners took the “Only Vegas” campaign in a new direction with ads promoting the "Be Anyone” concept. The underlying message of the ads is that Vegas visitors can virtually be anyone for a few days. To help visitors take this one step further. The LVCVA Web site ( featured a "Be Anyone" sweepstakes banner and upon entering, visitors were invited to create their own persona. First, visitors were asked to build their character's profession using a 100-point scale over categories that include smoothness, style, bravery, attitude, smarts. Their choices then guide their character's personality profile. Several subsequent steps help further hone their new identity. Finally, they are presented with the "New Vegas You," complete with printable business cards, a real Web site and 800 number for their faux business, plus printable certificates of achievement in their field, suitable for framing. They are also invited to enter the "Be Anyone" sweepstakes, in which the winner gets to be whoever they've always wanted to be on a trip to Vegas such as a rock star, high roller, diva, or professional golfer. This print ad reinforces the online concept, by presenting a print version of the “Be Anyone” concept.
Use of Slide
This slide can be used to show how R&R Partners is finding new ways to extend the “Only Vegas” campaign.

10. Creating a Unique Brand Identity for Las Vegas
Relation to text This slide relates to the material on p. 5 of the text, which discusses the branding campaign for Las Vegas.
Summary Overview This slide contains a television commercial from a campaign developed for the Las Vegas Convention & Visitor’s Authority. The tagline for this campaign is also “What happens here, stays here”. It is an example of how R&R partners used an integrated marketing communications approach to reach their target audience.
Use of this slide The commercial shown in this slide can be used as an example of how many companies are taking a different approach in developing their marketing communication programs than in the past.
*Click outside of the video screen to advance to the next slide
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

11. Traditional Approach to Marketing Communications
Publicity
Point of
purchase
Sales
promotion
Media
Adver-
tising
Packaging
Special
events
Public
relations
Direct
response
Interactive
marketing
Relation to text This slide relates to material on pp of the text.
Summary Overview This slide shows the traditional approach to advertising and promotion where many of the marketing and promotional functions were planned and managed separately with different budgets, different views of the market, and different goals and objectives.
Many of the marketing activities such as package design, sales promotion, and direct marketing services were viewed as ancillary services and handled on a project basis rather than integrating them into the IMC program.
Use of this slide This slide can be used to show the traditional approach to marketing communications that lacks coordination and consistency. The disconnected puzzle pieces are designed to demonstrate how traditional approaches to marketing communications often viewed the various IMC tools as separate pieces of the puzzle rather than having them all work together.
Direct
marketing

12. Contemporary IMC Approach
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising
Point of
purchase
Public
relations
Publicity
Interactive
marketing
Relation to text This slide relates to material on pp of the text which discusses the contemporary approach to integrated marketing communications.
Summary Overview This slide shows the contemporary approach to advertising and promotion which is referred to as Integrated Marketing Communications. This approach seeks to have all of a company’s marketing and promotional activities project a consistent, unified image in the marketplace. It calls for a centralized messaging function so that everything a company says and does communicates a common theme and positioning
Use of this slide This slide can be used to show the contemporary approach to marketing communications that includes coordination and consistency. The connected puzzle pieces are designed to demonstrate how the various IMC tools are coordinated with media advertising and work together in a seamless fashion to create an effective communications program.
Direct
marketing
Special
events

13. Defining IMC
IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences.
Don Schultz
Relation To Text
This slide relates to the material on p. 11 of the text, which discusses the evolution of IMC.
Summary Overview
This slide shows the new definition of IMC developed by Don Schultz of Northwestern University who is one of the leading IMC scholars. The three major aspects of this new definition of IMC are shown in the next slide.
Use of this slide
This slide can be used to present the new definition of IMC developed by Schultz. You might compare this new definition to the original definition of IMC developed by the American Association of Advertising Agencies, which is shown on p. 10.
The goal of IMC is to generate short-term financial returns and build long-term brand value.

14. A Contemporary Perspective of IMC
Recognized as a business process
Ongoing strategic business process
IMC
Not just another management fashion
Importance of relevant audience
Multiple relevant audiences
 Relation to text This slide relates to pp and IMC Perspective 1-1 in text.
Summary Overview There are several important aspects of the definition of IMC:
Recognized as a business process – rather than just tactical integration of various communication activities.
Importance of relevant audiences – externally these include customers, prospects, suppliers, investors, interest groups, and the general public. Employees are an example of an internal audience.
Demand for accountability – increased emphasis on the outcomes of marketing communication programs.
Use of this slide This slide can be used to help students understand that IMC involves more than just coordinating the various elements of a marketing and communications program into a “one look, one voice” approach.
Demand for accountability
Demand for accountability and Measurement of Outcomes

15. Reasons for the Growing Importance of IMC
From
Toward
Media advertising
Multiple forms of communication
Media advertising
Multiple forms of communication
Mass media
Specialized media
Mass media
Specialized media
Manufacturer dominance
Retailer dominance
Manufacturer dominance
Retailer dominance
Relation to text This slide relates to material on pp of the text which discusses reasons for the growing importance of IMC.
Summary Overview The integrated marketing communications movement is also being driven by changes in the ways companies market their products and services. A major reason for the growing importance of the IMC approach is the ongoing revolution that is changing the rules of marketing. These changes include:
A shift in dollars from media advertising to other forms of promotions particularly consumer and trade oriented sales promotion.
A movement away from mass media and advertising toward more targeted communication tools such as event marketing and sponsorship, direct mail, and the Internet.
A shift in marketplace power from manufacturers to retailers resulting in retailers demanding larger promotional fees and allowances from manufacturers.
Technology has allowed for a rapid increase in database development and information sharing. Marketers are using this information to improve market targeting.
Greater accountability from advertising agencies and changes in agency compensation. Companies are moving more toward incentive based systems of compensation.
Rapid growth of the Internet. The interactive nature of the Internet has made it a vital part of most companies’ communications strategy
Use of this slide This slide can be used to explain the reasons for the growing importance of IMC in contemporary marketing.
General focus
Data-based marketing
General focus
Data-based marketing
Low agency accountability
Greater agency accountability
Low agency accountability
Greater agency accountability
Traditional compensation
Performance-based compensation
Traditional compensation
Performance-based compensation
Limited Internet availability
Widespread Internet availability

16. IMC and Branding
Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind.
2005 Brand Value
(Billions of Dollars)
1. Coca-Cola $67.52
2. Microsoft $59.94
3. IBM $53.38
4. GE $46.99
5. Intel $35.59
6. Nokia $26.45
7. Disney $26.44
8. McDonald’s $26.01
9. Marlboro $24.84
10. Mercedes $21.19
Relation to text This slide relates to material found on page 15 of the text.
Summary Overview With more and more products and services available to consumers, developing and maintaining brand identity is becoming increasingly more important. Well known brands have a major competitive advantage in today’s marketplace. A well-defined and coordinated IMC plan contributes to overall brand identity and equity.
Use of this slide This slide can be used to define brand identity and discuss the importance of building and sustaining strong brand identity. The list of the 10 most valuable brands, as measured by the brand consultancy company Interbrand, should be familiar to your students. You might discuss how these popular brands may have a competitive edge with consumers during the purchase decision process.
IMC plays a major role in the process of developing and sustaining brand identity & equity by increasing the number of encounters between the consumers and the brand

17. Intel’s Advertising Helps Build Brand Equity The Bunny People
Relation to text This slide relates to the material in IMC Perspective 1-2 on p. 16 regarding the power of brands.
Summary Overview This slide contains a commercial from one of the phases of the “Intel Inside” advertising campaign. Intel is one of the world’s 10 most valuable brands. Intel spends over $1 billion a year globally on advertising which makes it the world’s leading high tech advertiser.
The commercial shown here features Intel’s “Bunny People” who were introduced in early 1997 as part of the advertising campaign for the Pentium II microprocessor with MMX technology. The Bunny People are a takeoff of the workers who wear so-called bunny suits to keep chip labs sterile. The spot shows the technicians adding something new to Intel’s Pentium processor – fun in the form of MMX technology. It then shows the Bunny People dancing to the’70s disco hit – Play That Funky Music.
Use of this slide The Intel commercial can be used as part of a discussion of branding and the role advertising plays for companies in developing and maintaining a strong brand image. Intel has used a variety of advertising campaigns over the past 15 years to strengthen its brand image and demonstrate the power of its various generations of Pentium processors.
*Click outside of the video screen to advance to the next slide
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

18. Basic Elements of the Promotional Mix
Advertising
Advertising
Direct Marketing
Direct Marketing
Interactive/
Internet Marketing
Interactive/
Internet Marketing
Sales Promotion
Sales Promotion
Relation to text This slide relates to material on page and Figure 1-2.
Summary Overview The promotional mix is the basic tools used to accomplish an organization’s communication objectives. These tools include:
Advertising – any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor
Direct marketing – communication directly with target customers to generate a response and/or transaction
Interactive/Internet marketing – communication through interactive media such as the Internet, CD-ROMS and kiosks.
Sales promotion – marketing activities that provide extra value or incentives to sales force, distributors, or consumers to stimulate immediate sales
Publicity/Public Relations – Publicity is a form of non-personal communication not directly paid for or run under identified sponsorship. Public relations is a management function which executes programs of action to earn public understanding and acceptance an enhance the image of the company.
Personal Selling – person-to-person communication between a seller and buyer
Use of this slide This slide can be used to introduce and define the various elements of the promotional mix.
Publicity/Public
Relations
Publicity/Public
Relations
Personal Selling

19. Sales Promotions in International Markets
Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation
Short-term efforts directed to the consumer or retailer to achieve specific objectives’
P&G “Arial Road Show” to the rural areas in Egypt
In markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increased
Pepsi an Coke carnival truck in Latin America
Product sampling – Nestle rest- stop in France

20. Coupons Samples Premiums Training Programs efunds/Rebates Bonus Packs
Sales Promotion Tools
Coupons
Coupons
Samples
Samples
Trade
Allowances
Premiums
Premiums
POP Displays
Contests/Sweepstakes
Contests/Sweepstakes
Training Programs
Training Programs
efunds/Rebates
Refunds/Rebates
Bonus Packs
Bonus Packs
Trade Shows
Trade Shows
Loyalty Programs
Coop Advertising
Coop Advertising
Relation to text This slide relates to material on p. 22 of the text, which discusses the role of sales promotion as an IMC tool.
Summary Overview Sales promotion is defined as those activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Sales promotion is generally broken down into two categories:
Customer-oriented – targeted to the ultimate user of the product or service and includes coupons, sampling, premiums, contests, sweepstakes, refunds/rebates, bonus packs, events, and loyalty programs.
Trade-oriented – targeted to marketing intermediaries such as wholesalers, distributors, and retailers and includes trade allowances, price deals, sales contests, trade shows, and cooperative advertising.
Use of slide This slide can be used to introduce sales promotion as an IMC tool and the various types consumer and trade promotions.
Events
Events
Consumer-oriented
[For end-users]
Trade-oriented
[For resellers]

21. Various Uses of Sales Promotion
Introduce new products
Introduce new products
Get existing customers to buy more
Get existing customers to buy more
Combat competition
Attract new customers
Attract new customers
Sales
Promotion
Enhance personal selling
Enhance personal selling
Maintain sales in off season
Maintain sales in off season
Relation to text This slide relates to the material on p. 22, which discusses the role of sale promotion as part of the IMC program.
Summary Overview There are various reasons why companies choose to use sales promotion in their IMC programs. The various uses of consumer and trade promotion include:
Introduce new products
Get existing customers to buy more
Attract new customers
Maintain sales in off seasons
Increase retailer inventories
Enhance or tie in advertising with personal selling
Combat competition
Use of Slide This slide can further supplement the discussion of sales promotion and why companies use this tool as part of their IMC programs
Tie in advertising & personal selling
Increase retail inventories
Tie in advertising & personal selling
Increase retail inventories

22. Advertising Versus Publicity
Factor
Advertising
Publicity
Control
Great
Little
Credibility
Lower
Higher
Reach
Measurable
Undetermined
Frequency
Schedulable
Uncontrollable
Relation to text This slide relates to material on pp , which discusses the role of publicity.
Summary Overview Another important component of an organization’s promotional mix is publicity/public relations. Publicity refers to the non personal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. Companies attempt to get the media to cover or run favorable stories on their products, services, or causes. It usually comes in the form of a news story, editorial, or announcement. There are a number of advantages and disadvantages that publicity has relative to advertising. This slide compares advertising and publicity on a number of factors.
Use of this slide This slide can be used to introduce publicity/public relations and to discuss how publicity compares to advertising with respect to various factors.
Cost
High/Specific
Low/Unspecified
Flexibility
High
Low
Timing
Specifiable
Tentative

23. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Publicity Vehicles
Feature
Articles
Feature
Articles
News
Releases
News
Releases
Interviews
Interviews
Publicity Vehicles
Relation to text This slide relates to the material on pp
Summary Overview Companies attempt to get the media to cover or run favorable stories on their products, services, or causes. There are a number of publicity vehicles available to marketers. Publicity can be generated through the use of:
feature articles
news releases
press conferences
special events
interviews
Use of Slide This slide can be used to show the various methods that can be used to generate publicity for companies, brands, organizations, or causes.
Press
Conferences
Special
Events
Special
Events
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

24. Public Relations
When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is really engaging in PR.
“The management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance”
Answer: E

25. Public Relations Tools
Publicity
Vehicles
Publicity
Vehicles
Special
Publications
Special
Publications
Community
Activities
Community
Activities
Corporate Advertising
Corporate Advertising
Cause-related Marketing
Cause-related Marketing
Relation to text This slide relates to material on pp , which discusses public relations.
Summary Overview It is important to distinguish between publicity and public relations. When an organization systematically plans and distributes information in an attempt to control and manage its image and the nature of the publicity it receives, it is really engaging in public relations. There are a variety of public relations tools available to marketers such as publicity vehicles, special publications, community activities, fund raising programs, public affairs activities, and special event sponsorships. Organizations can also use advertising as a public relations tool.
Use of Slide This slide can be used to explain the various public relations tools. It also provides an opportunity to discuss the differences between public relations and publicity.
Public Affairs
Activities
Public Affairs
Activities
Special Event
Sponsorship

26. International Public Relations
Bridgestone/Firestone Tires safety recall & Throwing the blame
Global workplace standards
Building an international profile for new companies
Corporate sponsorships despite of their connections to advertising
Tobacco companies using sports event sponsorships.
Coca Cola & soccer, Macdonald’s & Sidney Olympics 2000
The role of public relations (PR) is creating good relationships with the popular press and other media to help companies communicate messages to customers, the general public, and governmental regulators.

27. The Growth of Advertising and Promotion
Relation to text This slide relates to material on page 5 of the text.
Summary Overview This chart displays the growth of advertising and promotion in the U.S. and outside the U.S. over the past twenty years. Reasons for the growth in advertising and promotion are:
Overall growth of both U.S. and global economies
Efforts of expansion minded marketers to take advantage of the growth opportunities
Recognition around the world of the value and importance of advertising and promotion as part of the marketing process
Use of this slide This slide can be used to show that advertising and promotion are an integral part of our social and economic systems. Over the years advertising has evolved into a vital communications system for both consumers and businesses. In market based economies, consumers have come to rely on advertising and other forms of promotion for information they can use in making purchase decisions.
Relation to text This slide relates to material found on page 7 of the text.
Summary Overview This slide charts evidence of the increasing importance of advertising and promotion expenditures. The increase in spending on advertising and promotion over the past three decades provides evidence of the important role of marketing communications.
Use of this slide This slide can be used to discuss what factors have contributed to the tremendous growth in expenditures for advertising and promotion, such as the growth of the U.S. and global economies and the efforts of expansion-minded markets to take advantage of these growth opportunities.
NEED TO USE UPDATED Numbers from 2005, Advertising Outside US $294
US Sales Promotion Ok
US Advertising $276
Change year in Box to 2005
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

28. Top 20 Global Advertisers ($ millions)
Insert Exhibit 16.1

29. International Advertising
Perform marketing research.
Specify the goals of the communication.
Develop the most effective message(s) for the market segments selected.
Select effective media.
Compose and secure a budget.
Execute the campaign.
Evaluate the campaign relative to the goals specified.

30. Advertising Strategy and Goals
Marketing problems require careful marketing research and thoughtful and creative advertising campaigns in country, regional, and global markets, respectively.
Increased need for more sophisticated advertising strategies.
Increased costs, coordination of adv. programs, global image
Balance between standardization of advertising themes and customization.
Foreign or domestic agencies
Centralization or decentralization
Gillete, the best a Man can get – umbrella statement but different brand names
Consumer cultures as a base for segmentation

31. Product Attributes and Benefit Segmentation
Different cultures usually agree on the benefit of the primary function of a product
Other features and psychological attributes of the item can have significant differences
Cameras in US, Japan and Africa - excellent pictures is the primary function
Dannon’s yogurt - health in US and Pleasure in France
Blue Diamond’s Almonds – assumes that no two markets will react the same, that each has its own set of differences, and that each will require a different marketing approach and strategy
In US “a can a week is all what we ask”, Canada considered it too silly . In Japan almond tofu and miso soup

32. Regional Segmentation
Pan-European communications media highlighting need for more standardized promotional efforts and harmony in brand names
IBM pan-European promotional strategy- CIM
Costs savings with a common theme in uniform promotional packaging and design
Eveready in Latin America 1 message campaign to 16 countries
Legal restrictions slowly being eliminated

33. The International Communications Process
Insert Exhibit 16.4

34. Global Advertising and the Communications Process
If not properly considered, the different cultural contexts can increase the probability of misunderstandings
Effective communication demands the existence of a “psychological overlap” between the sender and the receiver
It can never be assumed that “if it sells well in one country, it will sell in another”
Tooth paste for cavity reducing in US& breath control in Europe
Encoding Problems even with the right message – Is the perfume effective against infertility in Africa?!!
Decoding problems – Pepsi “come alive”, Chevrolet NOVA “doesn’t go” in Spain

35. Legal Constraints
Laws that control comparative advertising vary from country to country in Europe.
Comparative advertising- Germany, Belgium and Luxembourg
Advertising of specific products - Pharmaceuticals
Control of advertising on television- Time and content
Accessibility to broadcast media
Limitations on length and number of commercials – In Germany 20 min between commercials and not more than 12 min/hour
Internet services
Special taxes that apply to advertising

36. Linguistic Limitations
Language is one of the major barriers to effective communication through advertising
Translation challenges
Low literacy in many countries
Multiple languages within a country

37. Cultural Diversity
Knowledge of cultural diversity must encompass the total advertising project
General Mills instant cake in UK and Japan
Toyota Prado “rule by force” not a nice memory in China
Existing perceptions based on tradition and heritages are often hard to overcome
P&G and the story of the bird delivering Pampers in Japan
Subcultures
Changing traditions and Coffee in Japan

38. Media Limitations and Production and Cost Limitations
Media limitations may diminish the role of advertising in the promotional program
10 showings /year with no 2 exposures closer than 10 days in Italy
Examples of production limitations:
Poor-quality printing : Kodak in China
Lack of high-grade paper : Colgate - Palmolive in Eastern Europe
Low-cost reproduction in small markets poses a problem in many countries – Coca Cola and Nestle using Feluccas Sails in Egypt

39. Media Planning and Analysis – Tactical Considerations
10-50 commercial string sandwiches in Brazil
National coverage = different media
Annual TV scheduling by August 30 in Germany
In Vietnam Newspapers ads limited to 10% of space and 5% of time on radio and TV

40. Media Planning and Analysis – Tactical Considerations
Availability
Cost
Coverage
Lack of market data - circulation& segmentation
Newspapers
Number, paper shortage, ad space, editorials and advertorials
Magazines

41. Media Planning and Analysis – Tactical Considerations (continued)
Radio and television
Satellite and cable TV
Direct mail
The Internet
Other media Cinema , Billboards etc.

42. Campaign Execution and Advertising Agencies
Managed by advertising agencies
Local domestic agency
Company-owned agency
Multinational agency with local branches
Compensation
Commonly 15 percent throughout the world
Some companies moving to reward-by-results

43. International Control of Advertising: Broader Issues
Consumer criticism
Deceptive advertising
Decency and blatant use of sex
Self-regulation
Government regulations

44. Summary
An integrated marketing communications (IMC) program includes coordination among advertising, sales management, public relations, sales promotions, and direct marketing.
Currently companies are basing their advertising strategies on national, subcultural, demographic, or other market segments.
The major problem facing international advertisers is designing the best messages for each market served.
The availability and quality of advertising media vary substantially around the world.
Advances in communication technologies are causing dramatic changes in the structure of the international advertising and communications industries.