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Organizination And Management Of Advertising
Agencies And Advertising DepartmentsINTERNATIONAL PROMOTION AND ADVERTISING
GLOBAL PROMOTION: the essence of promotion in any part of the world includes:
• Communicating with buyers
• Influencing buyers to take purchase action.Effective promotion requires an understanding of the process of persuasion and how this process
is affected by environmental factors. The potential buyer must receive the desired information and
comprehend it sufficiently to motivate buyer’s positive reaction. The sender must be receiver-oriented,
message must consist of information that the receiver can relate to, and the information must be encoded
with relevant images and words common to the receiver’s experience and language. To effectively motivate
a message receiver, the principle of mass persuasion must be followed.
• Message must reach the receiver’s sense organs and gain appropriate attention.
• The message must not contradict a person’s cultural values; it must be accepted as part of
the receiver’s attitude and belief structure.
• The sender must create a message that arouses the receiver’s need and suggests a particular
action that will enable the receiver to achieve a desired goal.Global products must be physically superior and psychologically desirable. Often, products psychological
attributes are more important than its physical characteristics. To convince consumers that a product is
psychologically superior, a company can use advertising to position and differentiate the product’s image
from competitive brands, such differences can be real or created.
COMMUNICATION: is a process consisting of five stages such as: source, encoding, information,
decoding and receiver. Encoding is a step that transforms the idea or information into a form that can be
transmitted; for example, written or spoken words. For a receiver to understand the coded information,
the person must be able to decode these words. The source can encode and the receiver can decode
through the influence of experience based on similar psychological and social attributes. Thus, for global
communication to be meaningful and effective the message must consist of information that the receiver
can relate to and the information must be encoded with relevant cues, such as images and words common
to the receiver’s experience, language and perception. Information delivered in this appropriate pattern
will rapidly assist the receiver to assign relevant meaning, achieve quick understanding of the message
and interpretation that will influence the consumer’s consumption behaviour.
CONSTRAINTS ON THE INTERNATIONAL ADVERTISING PROGRAMME
International advertising programme of firms is affected by two sets of factors:
- The internal situation and character of the company.
- The international environment of advertising.