Download free eBooks at bookboon.comMarketing Communications
Organizination And Management Of Advertising
Agencies And Advertising DepartmentsFACTORS RELATING TO INTERNATIONAL ENVIRONMENT
- LANGUAGES: the language used in the advertisement must be clearly meaningful to the
international market. - ROLE OF ADVERTISING IN THE SOCIETY: the cultural and economic factors of the
international market must be analyzed properly. For example, Japanese may not like
messages that sound like command. - MEDIA AVAILABILITY: type of media that are available in the international market such
as radio, television, print and others must be considered. - COMPETITION: the competitive situation in the foreign market must be analyzed.
- AGENCY AVAILABILITY: the number, type and quality of agencies available in the
international market must be considered by the international marketer.
SALES PROMOTION
The international marketer must determine the type of sales promotion approach to use in the foreign
market considering the local cultural values and how to target various markets. Methods such as contest,
coupons, sampling, premiums, point-of-purchase materials, brochures could be adopted to the local
environment of the international market.
SPECIAL FORMS OF INTERNATIONAL PROMOTION
- Government assistance in promotion, through home country government department of
commerce, trade centres or displays at the embassy. - International trade fairs.
- Public relations activities.
PERSONAL SELLING
The purpose of promotion is to communicate with buyers and to influence them. Effective promotion
requires an understanding of the process of persuasion and how this process is affected by environmental
factors. A potential buyer must receive the desired product information, understand such information
and be sufficiently motivated to react positively towards the product. Personal selling is expensive in
terms of high cost but it could be emphasised when certain conditions are met. Industrial buying or large
volume buying which involves a large amount of money, justifies personal attention. Personal selling has
proven to be effective when the market is concentrated or when a salesperson must develop a measure
of confidence in the customer for the purchase – such product usually requires a demonstration or
custom made or fitted to an individual’s need or involve trade-ins. Missionary salesmen can be used to
educate potential buyers about product benefits and promotional campaigns to create the goodwill that
may result in subsequent sales.