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Advertising and Sales Promotions in International Markets

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Advertising and Sales Promotions in International Markets PowerPoint Presentation

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Published on : Jan 08, 2015
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Slide 1 - International Promotion
Slide 2 - Two essential ingredients of promotion: Know your customer Know who you are talking to Know your product Know what you are talking about Product features product benefits
Slide 3 - Promotional Mix – more than advertising alone Sales Promotion – trade shows, sponsorships, merchandising Personal Selling Advertising Publicity & Events
Slide 4 - How to get started… Directories Internet Trade shows & missions
Slide 5 - Directories U.S. Government publications Sample page: Commercial News USA
Slide 6 - Internet Commercial internet directories
Slide 7 - Internet Direct Marketing
Slide 8 - Internet Exporting
Slide 9 - Trade Shows & Expositions A common meeting ground for buyers and sellers of products specific to a particular industry. Can range from very local (Portland Boat Show) to national (National Marine Manufacturer’s Association) to international (Sydney International Boat Show).
Slide 10 - What is a trade show? Trade exhibition or fair Product info & display booths 1,000 exhibitors avg. Participants: vendors, buyers, promoters Usually restricted to legitimate buyers, sellers & press To participate (costs): space rental booth/display travel & accommodation pamphlets & giveaways
Slide 11 - Trade Shows & Expositions
Slide 12 - A sample of international shows
Slide 13 - Why trade shows? Collect information: market & competition Contact government officials Find an intermediary Cultivate contacts Product demonstrations Reach lots of prospects in a short time frame
Slide 14 - How to get started… Set goals Make a list of shows Screen for the best shows Exhibiting Booth Exhibitor paperwork Booth staffing & training Lead tracking Follow-up
Slide 15 - Some on-line trade show directories http://tsnn.com Tscentral.com ExpoCentral.com FITA.org tsnn.com
Slide 16 - Identifies trade shows by category, country, region. Provides access to virtual trade shows. Virtual trade shows
Slide 17 - Advertising Message-related (e.g., creative) issues Media-related issues
Slide 18 - Advertising: Creative Issues Legal issues - e.g., Malaysian prohibitions on alcohol & tobacco promotions Language issues - translations, multiple languages; e.g., Malaysia Bahasa Malaysia, English, Mandarin, Tamil Cultural issues - products not always used in the same way; cake in Japan/U.K., laundry soap in Mexico. Different approaches to advertising creativity (“mood” vs. “benefits) http://www.agencyfaqs.com/advertising/storyboard/Idea/1954.html
Slide 19 - Cultural Differences between U.S. & Japanese Advertising Japanese Advertising Unspoken agreement Interested in who is speaking Product stays behind the scene Suggestion & verbal subtlety US Advertising Get facts straight Interested in what is spoken Product is “star” Clear expression
Slide 20 - Advertising: Media Issues Availability & restrictions Cost Coverage & media use differences Market Data
Slide 21 - Traditional Media Alternatives l Newspapers* l Magazines* l Radio & Television l Satellite and Cable Television* l Direct Mail * Including Foreign editions of U.S. Publications & broadcasts: CNN Japan BW Poland Vogue Russia
Slide 22 - Cost & coverage comparisons Business Week: North America Circulation = 987,369 1 p 4C = $103,320 CPM = $104.64 Business Week Indonesia Circ = 25,000 (est) 1 p 4C = $3,630 CPM = $145.20 Mass media is not available in other countries like it is in the U.S.
Slide 23 - Print media in global markets (2000) Source: Ad Age Dataplace www.adage.com
Slide 24 - Media: Limited market data
Slide 25 - Coverage issues in India WSJ partners with the Times of India Pro: hi tech readers eager to read how its is done in the U.S Con: most IT professionals work for foreign (not Indian) companies Other: 40% of India’s GDP is agricultural; these people don’t speak English Regional ag publications provide better coverage than national. Source: Media companies push into Asia. BtoB, Feb. 9, 2004.
Slide 26 - Media restrictions in Canada Canadian Radio-Television & Telecommunications Commission (CRTC) Rules on programming content: Radio: 30% of all music per week = Canadian TV: 60% Canadian over year 50% Canadian evening (6 pm - midnight) Problem: Canadian content TV brings in fewer viewers (less advertising revenue)
Slide 27 - Global Advertising Markets by Percentage Spending in Advertising Media (est. 2000) United States Germany Brazil Source: Ad Age Dataplace www.adage.com Media habits differ by country…
Slide 28 - Tech Penetration (2000) Source: Ad Age Dataplace www.adage.com
Slide 29 - Advertising Agencies Completely local Company-owned (“do-it-yourself”) Multinational (1999): Dentsu Inc. (Japan) - Canon (24), Nestle (7), Sony (8) McCann-Erickson (U.S.) - Black & Decker (26), Del Monte (5), Gillette (48), Coca-Cola (49) Publicis/Saatchi & Saatchi (Paris/U.K.) - VISA (29), Sony (24), P&G (46), Hewlett-Packard (37) (# of countries) Source: adageglobal.com
Slide 30 - Summary For exports, Personal selling & trade shows usually more important than advertising A large number of government & private sources exist to help exporters get going Advertising presents country-to-country challenges in terms of creative (i.e., message) and media issues