1. Integrated Marketing Communications Chapter 18

2. Integrated Marketing Communications Sales Promotions Sales Promotions International Public Relations International Public Relations International Advertising International Advertising

3. Advertising Strategy and Goals Increased Competition Increased Competition Product Attribute and Benefit Segmentation Product Attribute and Benefit Segmentation Regional Segmentation Regional Segmentation

4. Source Message Receiver EncodingDecoding Feedback Noise

5. The Communication Process Source Source Encoding Encoding Decoding Decoding Receiver Receiver Feedback Feedback Noise Noise

6. Message Legal Constraints Legal Constraints –Comparative advertising –Products –Taxes Linguistic Limitations Linguistic Limitations –Translations and literacy rates Cultural Diversity Cultural Diversity –Frame of reference –Subcultures

7. Message Media Limitations Media Limitations Production Costs and Limitations Production Costs and Limitations

8. Media Planning and Analysis Tactical Considerations Tactical Considerations –Availability –Cost –Coverage –Lack of market data Specific Media Information Specific Media Information –Newspapers –Magazines –Radio/TV –Satellite and Cable TV –Direct mail –Internet –Other

9. Campaign Execution, Advertising Agencies, & Control Campaign Execution Campaign Execution Advertising Agencies Advertising Agencies –Local domestic agency –Multinational agency with local branches International Control of Advertising International Control of Advertising –Deception –Decency –Product Placement –Self-regulation