Chapter 13

Global Promotional
Strategies

International Marketing
 Planning Promotional Campaigns
(Advertising)

 Determine the target audience

 Determine specific campaign objective
 Determine the budget
 Determine the strategies
 Determine the messages
 Determine the campaign approach
 Determine the campaign effectiveness
 Target Audience

 Global marketer face multiple audiences

beyond customers. (suppliers,
intermediaries, government, local
community, bankers, creditors, media
organizations, shareholders, employees)
 The expectations of these audiences have
to be researched to ensure the
appropriateness of the campaign decision
making.
 Campaign Objectives

 Goal has to be measurable for control

purposes
 Typical goals are:
 To increase awareness
 To enhance image
 To improve market share in a particular
market
 Budget

 The promo budget links objectives with

media, message and control decisions
 Example:
 P&G ($3.6 billion)
 Philip Morris ($2.6 billion)
 Unilever ($2.2 billion)
 Nestle ($1.5 billion)
 Toyota ($1.1 billion)
 Ford ($1.1 billion).
 Media Strategy

 Factors determining the choice of

media are:
 Availability of the media
 The product/service influence
 Audience Characteristics
 The Promotional Messages

 The marketers must determine what the consumer is

really buying– that is the customer’s motivations.
 For global products the idea may be global, but then
it can be tailored to suit local market conditions and
regulations.
 Requires a balance between conveying the message
and allowing for local nuances.
 The localization of global ideas can be achieved by
various tactics such as adopting a modular approach,
localizing international symbols, using international
advertising agencies.
 The Campaign Approach

 The choice of an agency will largely

depend on the quality of coverage the
agency will be able to give.
 The main concern arising from the
use of mega-agencies is conflict 
using the same agency as the main
competitor.
 Campaign Effectiveness
 Measures of advertising
effectiveness:
 Sales
 Awareness
 Recall
 Executive judgment
 Intention to buy
 Profitability
 Coupon return
 Other Elements

 Personal Selling
 Direct Mail
 Sales Promotion
 Trade Show
 Public Relations: the marketing communications
functions charged with executing programs to earn
public understanding and acceptance, which
means internal and external communication