MODULE – 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
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INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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Definition:
- International marketing is the performance of business activities designed to plan, price, promote, and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.
Reasons for International Importance
- Stagnation of domestic markets
- Company survival, particularly those with small domestic markets
- Growth and profit opportunities
- Economic necessity
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CHALLENGES FOR INTERNATIONAL ADVERTISING
- Competition
- Legal restraints
- Government controls
- Weather
- Fickle consumers
- Any number of other uncontrollable elements
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Differences between domestic and international Marketing
- (i) countries are different,
- (ii) the range of problems are comparatively simpler in domestic marketing than those confronted by international marketing.
- (iii) Managers in an international business must find ways to work within the limits imposed by government intervention in the international trade and investment system, and
- (iv) international transactions involve converting money into different currencies.
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The International Environment (PEST ANALYSIS in International Context)
| Economic Environment | Cultural Environment |
| International Marketing & Promotional Decisions | |
| Demographic Environment | Political/Legal Environment |
TAG Heuer's Global Campaign
[Images of TAG Heuer advertisements]
Focusing on China for Growth
[Image of advertisement in Chinese]
Global Marketing & Advertising Advantages
- Economies of scale in production, distribution
- Lower costs with less in planning and control
- Lower advertising production costs
- Ability to exploit good ideas worldwide
- Ability to introduce products quickly, worldwide
- Consistent international brand, company image
- Simplification of coordination and control
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Problems With Global Advertising
- Differences in culture, market and economic development make it difficult to use global advertising
- Consumer needs and usage patterns often vary by country or region
- Media availability or usage may vary by country or region
- Legal restrictions may make it difficult to develop an effective universal appeal
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When is globalization appropriate?
Globalization Often Works Best For:
- Brands can be adopted for visual appeal avoiding translation problems
- Brands promoted with image campaigns playing to universal needs, values, etc.
- High-tech products, new to the world, or steeped in the cultural heritage of their origin
- Products with a nationalistic flavor, if the country has a favorable reputation in the field
- Products appealing to a market segment with universally similar tastes, interests, needs, and values
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INTERNET ADVERTISING
- It is a form of marketing and advertising which uses the internet to deliver promotional marketing messages to consumers.
- Example: email marketing, search engine marketing (SEM), Social media marketing, mobile advertising, web banner advertising
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Advantages of web advertising
- i) Advertisements can reach a very large number of potential buyers.
- ii) Web advertisements are accessed on demand for all the day, 365 days a year and costs are the same regardless of audience location.
- iii) One-to-One direct marketing is possible.
- iv) Web advertisements can be interactive and targeted to interest groups and individuals.
- v) Contents can be updated, supplemented or changed at a minimum cost.
- vi) Multimedia will create more attractive advertisements.
- vii) They can efficiently use the convergence of text, audio and animation.
- v) They can introduce new products or alternatives to existing products.
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Disadvantages of web advertising
- i) There is no clear standard or language of measurement.
- ii) Audience is only net surfers, who are lesser.
- iii) Cost is high in many circumstances.
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Industrial Advertising
Industrial advertising on the other hand refers to the advertisements which are issued by the manufacturers/distributors to the buyers of industrial products. This category would include machinery and equipment, industrial intermediates, parts and components, etc. Because of the unique characteristics of industrial decision process, the importance of industrial advertising is comparatively lower than that of consumer advertising.
Trade Advertising
- Advertisements, which are directed by the manufacturers to the distribution channel members, such as wholesalers or retailers, called trade advertising.
- The objective of such advertising is to promote sales by motivating the distribution channel members to stock more or to attract new retail outlets.
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Professional Advertising:
- There are certain products for which the consumers themselves are not responsible for the buying choice. The classic examples are pharmaceuticals where the decision is made by doctors while the consumers are the patients.
THANK YOU
This download link is referred from the post: VTU MBA Lecture Notes - 1st Sem, 2nd Sem, 3rd Sem and 4th Sem || Visvesvaraya Technological University
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