ch13 - Chapter 13 Global Marketing Communications Decisions...

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Unformatted text preview: Chapter 13 Global Marketing Communications Decisions I: Advertising and Public Relations 13-2 Introduction The primary purpose of marketing communications is to tell customers abut the benefits and values that a company, product, or service offers Integrated marketing communications (IMC) is becoming more popular because of the challenges of communicating across national borders 13-3 Global Advertising Advertising is any sponsored, paid message that is communicated in a nonpersonal way Single country Regional Global Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets 13-4 Top Global Advertisers, 2005; in Millions See Table 13-1 13-5 Standardization versus Adaptation Primary question Must the specific advertising message and media strategy be changed from region to region or country to country? 13-6 Standardization versus Adaptation Four difficulties that compromise an organizations communication efforts The message may not get through to the intended recipient. The message may reach the target audience but may not be understood or may even be misunderstood. The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender. The effectiveness of the message can be impaired by noise . 13-7 Pattern Advertising A middle ground between 100% standardization and 100% adaptation A basic pan-regional or global communication concept for which copy, artwork, or other elements can be adapted as required for individual countries 13-8 Pattern Advertising Similar Include layout Dominant visuals on left Brand signature and slogan Contrasting Photos Body copy is localized, not simply translated 13-9 Standardization versus 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 than with their own parents....
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ch13 - Chapter 13 Global Marketing Communications Decisions...

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