Corporate sponsorships might be classified as an

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Corporate sponsorships might be classified as an aspect of sales promotions or public relations, though their connections to advertising are also manifest.B. International AdvertisingGlobal mass media advertising is a powerful tool for cultural change, and as such, it receives continuing scrutiny by a wide variety of institutions.Of all the elements of the marketing mix, decisions involving advertising are those most often affected bycultural differences among country markets.One important study has shown that advertising expenditures are generally cyclical, though less so in relationship-oriented countries where managers and regulators favor stability and long-term performance.Of all the elements of the marketing mix, decisions involving advertising are those most often affected bycultural differences among country markets.
The steps to be performed for developing an international advertisement campaign are: 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 based on what is required to meet goals, Execute the campaign, Evaluate the campaign relative to the goals specified.Of the seven steps in developing international advertising, developing messages almost always represents the most daunting task for international marketing managers.III. Advertising Strategy and GoalsA. Product Attribute and Benefit SegmentationA market offering really is a bundle of satisfactions the buyer receives. This package of satisfactions, or utilities, includes the primary function of the product or service, along with many other benefits imputedby the values and customs of the culture.Different cultures often seek the same value or benefits from the primary function of a product—for example, the ability of an automobile to get from point A to point B, a camera to take a picture, or a wristwatch to tell time.In many cases, standardized products may be marketed globally. But because of differences in cultures, they still require a different advertising appeal in different markets.B. Regional Segmentation The emergence of pan-European communications media is enticing many companies to push the balance toward more standardized promotional efforts. As media coverage across Europe expands, it willbecome more common for markets to be exposed to multiple messages and brands of the same product.IV. The Message: Creative ChallengesInternational communications may fail for a variety of reasons: A message may not get through because of media inadequacy, the message may be received by the intended audience but not be understood because of different cultural interpretations, or the message may reach the intended audience and be understood but have no effect because the marketer did not correctly assess the needs and wants or even the thinking processes of the target market.A. The Communications ProcessThe communications process consists of 7 steps:

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