INTERNATIONAL MARKETING COMMUNICATIONS

Transcription

1 INTERNATIONAL MARKETING COMMUNICATIONS

2 INTEGRATED MARKETING COMMUNICATION (IMC) Designing marketing communication programs to coordinate all promotional activities and provide a consistent image across all audiences.

3 Below the line New Media

4 SOME OTHER IMC TOOLS Sponsorships Product placements Infomercials

5 MIX ELEMENTS HAVE Different tasks Consistency Complementarity Synergy

6 ELEMENTS IN THE COMMUNICATION PROCESS

7 The Communication Process in an international context Field of experience of international firm Field of experience of customer abroad Seller sends a message Encoded message message Decoded message Customer cultural influences choice of words/symbols medium understanding of words/symbols cultural influences Noise

8 Buyer readiness stages

9 Choosing a message MESSAGE CONTENT Rational appeals Emotional appeals Moral appeals Draw conclusions MESSAGE STRUCTURE Argument type Argument order MESSAGE FORMAT Sensory appeals Novelty Contrast

10 Integrating communication: Global Ad Campaign: The Coca Cola side of life Coca-Cola [ ] 'The Coke Side of Life,' a new global marketing platform for brand Coca-Cola, which launches in the U.S. this week and in other markets over the next several months. The first round of television spots in what will be a fully integrated, global campaign - - including digital components, promotions, properties, and new graphic treatments [ ] Simultaneously, outdoor and print executions will appear across the country and an extensive online campaign that features exclusive viral videos and other unique content will help dimensionalize The Coke Side of Life in the digital world.

11 Integrating Communication: Coca-Cola Sponsorship: World Cup, Olympic Games in China Testimonial: Christina Aguilera Other below the line: buses, Product Placement: Final Fantasy IX The Departed, Borat, Mission Impossible III, Hitch, Mr and Mrs Smith

12 Integrating AND tailoring communication In order to improve the advertising quality at local levels, Coca Cola develops its campaigns at a global level, which is then supported by local agencies around the world Press release: The Coke Side of Life offers each country an opportunity to interpret their own moments of happiness and the brand's role in those," said Esther Lee, chief creative officer, Marketing, Strategy and Innovation, The Coca-Cola Company. "Working with markets around the world, we have collaboratively coauthored an integrated creative platform that can be adapted to fit different market needs. And we are inviting countries to add to the effort through joint global initiatives.[ ] The Coke Side of Life campaign idea was created by Wieden+Kennedy, the global agency of record for brand Coca-Cola. Initial executions were developed by the agency's offices in Amsterdam and Portland and will be supplemented by additional creative from agencies in in markets around the world. Tv Ads US China

13 Norms & Values Issues in communication - The Australian tourism boards Where the Bloody hell are you? campaign created strong negative responses and was banned in many markets such as Britain, Canada & Singapore among others. Timing - Southern Comfort, introduced the Born in New Orleans (when anything can happen) campaign however it was ironically mistimed being introduced straight after the Hurricane Katrina disaster.

14 Issues in communication Language - Chicken magnate Frank Perdue's line, "It takes a tough man to make a tender chicken," was translated into Spanish: "It takes a sexually stimulated man to make a chicken affectionate." - Coors put its slogan, "Turn It Loose," into Spanish, where it was read as "Suffer From Diarrhea." - Lifestyle & Associations - Cokes Christmas campaign featuring Santa on a Coke truck driving through a snow covered village was irrelevant for New Zealanders who spend their Christmas on the beach

15 Success in Language Nissan Motors Launch of Nissan 350Z Sports Car Europe: Shift Expectations Japan: Shift the Future U.S.A: Shift Forward The Shift slogan appeared to best convey the sense of change message that Nissan hoped to achieve across various countries and in a variety of languages The message was tailored to customers purchasing motivations. Rather than employing straight translation, Nissan changed the wording so as to be sensitive to cultural and linguistic barriers.

16 Issues in Communication Encoding the message Decoding the message Signifies in most countries ok, but in Australia/West Africa/Iraq/etc. it is a derogatory sign. Signifies in most countries good, but in South America it has an offensive meaning. Big Boy logo The Thais refused to eat at Big Boy, but placed gifts of rice and incense at the feet of Big Boy statue, which reminded them of Buddha

17 Warnings Sensitive themes or issues which should be examined carefully before being added to any marketing communications include: Sexuality Religion/Beliefs/Values Politics Timing