Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAMM402-Integrated Marketing Communication IMC Module 7 Important Lecture Notes (MBA Study Material Notes)
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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.
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
When is globalization appropriate?
Brands can be adopted for visual appeal,
avoiding translation problems
Brands promoted with image campaigns
playing to universal needs, values, emotions
High-tech products, new to the world, not
steeped in the cultural heritage of the country
of 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,
values
Globalization
Often Works Best
For:
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
When is globalization appropriate?
Brands can be adopted for visual appeal,
avoiding translation problems
Brands promoted with image campaigns
playing to universal needs, values, emotions
High-tech products, new to the world, not
steeped in the cultural heritage of the country
of 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,
values
Globalization
Often Works Best
For:
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.
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
When is globalization appropriate?
Brands can be adopted for visual appeal,
avoiding translation problems
Brands promoted with image campaigns
playing to universal needs, values, emotions
High-tech products, new to the world, not
steeped in the cultural heritage of the country
of 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,
values
Globalization
Often Works Best
For:
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.
? i) Advertisements can reach a very large number of potential globally
buyers.
? ii) Web advertisements are accessed on demand for all the 24 hours a
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 specific
interest groups and
? individuals.
? v) Contents can be updated, supplemented or changed at any time at
a minimum cost.
? vi) Multimedia will create more attractive advertisements.
? vii) They can efficiently use the convergence of text, audio, graphics
and animation.
? v) They can introduce new products or alternatives to existing
products.
Advantages of web advertising
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
When is globalization appropriate?
Brands can be adopted for visual appeal,
avoiding translation problems
Brands promoted with image campaigns
playing to universal needs, values, emotions
High-tech products, new to the world, not
steeped in the cultural heritage of the country
of 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,
values
Globalization
Often Works Best
For:
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.
? i) Advertisements can reach a very large number of potential globally
buyers.
? ii) Web advertisements are accessed on demand for all the 24 hours a
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 specific
interest groups and
? individuals.
? v) Contents can be updated, supplemented or changed at any time at
a minimum cost.
? vi) Multimedia will create more attractive advertisements.
? vii) They can efficiently use the convergence of text, audio, graphics
and animation.
? v) They can introduce new products or alternatives to existing
products.
Advantages of web advertising
? i) There is no clear standard or language of
measurement.
? ii) Audience is only net sufferers, who are still
lesser.
? iii) Cost is high in many circumstances.
Disadvantages of web advertising
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
When is globalization appropriate?
Brands can be adopted for visual appeal,
avoiding translation problems
Brands promoted with image campaigns
playing to universal needs, values, emotions
High-tech products, new to the world, not
steeped in the cultural heritage of the country
of 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,
values
Globalization
Often Works Best
For:
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.
? i) Advertisements can reach a very large number of potential globally
buyers.
? ii) Web advertisements are accessed on demand for all the 24 hours a
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 specific
interest groups and
? individuals.
? v) Contents can be updated, supplemented or changed at any time at
a minimum cost.
? vi) Multimedia will create more attractive advertisements.
? vii) They can efficiently use the convergence of text, audio, graphics
and animation.
? v) They can introduce new products or alternatives to existing
products.
Advantages of web advertising
? i) There is no clear standard or language of
measurement.
? ii) Audience is only net sufferers, who are still
lesser.
? iii) Cost is high in many circumstances.
Disadvantages of web advertising
Industrial Advertising
Industrial advertising on the other hand refers to those
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 buying
decision process, the importance of industrial advertising is
comparatively lower than that of consumer advertising.
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
When is globalization appropriate?
Brands can be adopted for visual appeal,
avoiding translation problems
Brands promoted with image campaigns
playing to universal needs, values, emotions
High-tech products, new to the world, not
steeped in the cultural heritage of the country
of 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,
values
Globalization
Often Works Best
For:
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.
? i) Advertisements can reach a very large number of potential globally
buyers.
? ii) Web advertisements are accessed on demand for all the 24 hours a
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 specific
interest groups and
? individuals.
? v) Contents can be updated, supplemented or changed at any time at
a minimum cost.
? vi) Multimedia will create more attractive advertisements.
? vii) They can efficiently use the convergence of text, audio, graphics
and animation.
? v) They can introduce new products or alternatives to existing
products.
Advantages of web advertising
? i) There is no clear standard or language of
measurement.
? ii) Audience is only net sufferers, who are still
lesser.
? iii) Cost is high in many circumstances.
Disadvantages of web advertising
Industrial Advertising
Industrial advertising on the other hand refers to those
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 buying
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, are
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.
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
When is globalization appropriate?
Brands can be adopted for visual appeal,
avoiding translation problems
Brands promoted with image campaigns
playing to universal needs, values, emotions
High-tech products, new to the world, not
steeped in the cultural heritage of the country
of 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,
values
Globalization
Often Works Best
For:
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.
? i) Advertisements can reach a very large number of potential globally
buyers.
? ii) Web advertisements are accessed on demand for all the 24 hours a
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 specific
interest groups and
? individuals.
? v) Contents can be updated, supplemented or changed at any time at
a minimum cost.
? vi) Multimedia will create more attractive advertisements.
? vii) They can efficiently use the convergence of text, audio, graphics
and animation.
? v) They can introduce new products or alternatives to existing
products.
Advantages of web advertising
? i) There is no clear standard or language of
measurement.
? ii) Audience is only net sufferers, who are still
lesser.
? iii) Cost is high in many circumstances.
Disadvantages of web advertising
Industrial Advertising
Industrial advertising on the other hand refers to those
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 buying
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, are
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.
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 patient.
FirstRanker.com - FirstRanker's Choice
MODULE ? 7
INTERNATIONAL ADVERTISING
INTERNET ADVERTISING
INDUSTRIAL ADVERTISING
Ms. Jaya Shetty
Assistant Professor
Department Of Business Administration
MITE, Moodabidri
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
Economic necessity
Growth and profit opportunities
Company survival, particularly those with small
domestic markets
Stagnation of domestic markets
CHALLENGES FOR INTERNATIONAL ADVERTISING
? Competition
? legal restraints
? government controls
? Weather
? fickle consumers
? any number of other uncontrollable elements
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?s
intervention in the international trade and investment
system, and
? (iv) international transactions involve converting money
into different currencies.
The International Environment( PEST ANALYSIS in
International Context)
Economic
Environment
Demographic
Environment
Cultural
Environment
International
Marketing
&
Promotional
Decisions
Political/Legal
Environment
TAG Heuer?s Global Campaign Focusing on China for Growth Global Marketing & Advertising Advantages
Lower costs with less in planning and control
Economies of scale in production, distribution
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
Problems With Global Advertising
Legal restrictions may make it
difficult to develop an effective universal appeal
Media availability or usage may
vary by country or region
Consumer needs and usage
patterns often vary by country or region
Differences in culture, market and economic
development make it difficult to use global advertising
When is globalization appropriate?
Brands can be adopted for visual appeal,
avoiding translation problems
Brands promoted with image campaigns
playing to universal needs, values, emotions
High-tech products, new to the world, not
steeped in the cultural heritage of the country
of 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,
values
Globalization
Often Works Best
For:
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.
? i) Advertisements can reach a very large number of potential globally
buyers.
? ii) Web advertisements are accessed on demand for all the 24 hours a
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 specific
interest groups and
? individuals.
? v) Contents can be updated, supplemented or changed at any time at
a minimum cost.
? vi) Multimedia will create more attractive advertisements.
? vii) They can efficiently use the convergence of text, audio, graphics
and animation.
? v) They can introduce new products or alternatives to existing
products.
Advantages of web advertising
? i) There is no clear standard or language of
measurement.
? ii) Audience is only net sufferers, who are still
lesser.
? iii) Cost is high in many circumstances.
Disadvantages of web advertising
Industrial Advertising
Industrial advertising on the other hand refers to those
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 buying
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, are
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.
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 patient.
THANK YOU
FirstRanker.com - FirstRanker's Choice
This post was last modified on 18 February 2020