Презентация, доклад lnternational Marketing lnternational Marketing Chapter 11 Global Promotion Decision

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lnternational Marketing lnternational Marketing Chapter 11 Global Promotion Decision

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Global advertising Personal Selling Sales promotion Public relations

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Promotion decisions must consider the objectives the marketer has in mind, as well as the merits of and costs entailed in using different tools in the promotion mix. Promotion decisions must consider the objectives the marketer has in mind, as well as the merits of and costs entailed in using different tools in the promotion mix. In making these decisions, the marketer is developing a promotional, or an integrated marketing communication plan. Promotional Mix

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Global advertising Personal Selling Sales promotion Public relations

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Warm-up Discussion Which is your favorite advertisement ? What is the ad you dislike most? What part has advertising played in your purchase or selection of products or services? What is your attitude towards advertising, positive or negative?

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A. Global advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Global advertising is the use of the same advertising appeals, messages, photos, stories in multiple- country Markets.

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Purpose Attention Interest Desire Action

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CASE 1

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CASE 2

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CASE 3

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CASE 4

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Advertising reaches people through various forms of mass communication. Advertising reaches people through various forms of mass communication. These media include newspapers, magazines, television, radio, the Internet, direct mail, outdoor signs, transit signs, window displays, point-of-purchase displays, telephone directories, novelties.

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What makes a good advertisement? Attract attention and retain attention. Communicate the key benefits Achieve the objective of the advertising strategy. Avoid errors, especially legal ones.

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Advertising Techniques 1. Basic Appeals Biological Focus on consumer’s basic needs for health and security Emotional Focus on the consumers’ feelings (love, romance, pride)

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Rational Rational Focus on the consumer’s reasoning abilities (cost, safety, convenience) Social Focus on the way that social pressures influence consumer behavior ( weight, fashion)

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CASE 1

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CASE 2

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CASE 3

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CASE 4

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CASE 4

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Attention-getting headlines Attention-getting headlines A successful headline leads a person into reading the rest of the ad. Some headlines attract attention by promising the reader a personal benefit, such as savings or improvement in physical appearance.

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3. Slogans Short phrases that a company uses over and over in its ads. Good slogans are easy to remember and stick in people’s minds.


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