IM Exam 3
Kelly Hand
International Marketing Exam #3
Chapters 16-18, Chapter 19 (pgs. 578-591)
BRING A CALCULATOR
Chapter 16- Integrated Marketing Communications and International Advertising
I. Sales Promotions in International Markets
Integrated marketing communications (IMC) – composed of advertising, sales promotion, trade shows, personal selling, direct selling, and public relations
All of these mutually reinforcing elements of the promotional mix have their common objective the successful sale of a product or service
Availability of appropriate communication channels to customers can determine entry decisions ex. toy companies agree they need tv ads directed towards children
Intended customers must be informed of the offering’s value and availability
Different messages are appropriate for different communications channels (and true of vice versa)
Advertising and personal selling are the major components in the marketing communications mix
Goal of most companies (large or small) is to achieve the synergies possible when sales promotions, public relations efforts, and advertising are used
Sales promotion – marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation
Cents-off, in store demonstrations, samples, coupons, gifts, product tie ins, contests, sweepstakes, sponsorship of special events, point of purchase displays
Ex. Rupenzel Barbie movie premiere for Mattel’s Barbie
Sales promotions are short term efforts directed to the consumer or retailer to achieve such specific objectives as consumer product trail or immediate purchase, consumer introduction to the store or brand, gaining retail point of purchase displays, encouraging stores to stock the product, and supporting and augmenting advertising and personal selling efforts
Piracy in foreign markets is a costly crime, most recognize that in some sense it is actually a form of product trial
When consumers are hard to reach because of media limitations,
International Marketing Exam #3
Chapters 16-18, Chapter 19 (pgs. 578-591)
BRING A CALCULATOR
Chapter 16- Integrated Marketing Communications and International Advertising
I. Sales Promotions in International Markets
Integrated marketing communications (IMC) – composed of advertising, sales promotion, trade shows, personal selling, direct selling, and public relations
All of these mutually reinforcing elements of the promotional mix have their common objective the successful sale of a product or service
Availability of appropriate communication channels to customers can determine entry decisions ex. toy companies agree they need tv ads directed towards children
Intended customers must be informed of the offering’s value and availability
Different messages are appropriate for different communications channels (and true of vice versa)
Advertising and personal selling are the major components in the marketing communications mix
Goal of most companies (large or small) is to achieve the synergies possible when sales promotions, public relations efforts, and advertising are used
Sales promotion – marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation
Cents-off, in store demonstrations, samples, coupons, gifts, product tie ins, contests, sweepstakes, sponsorship of special events, point of purchase displays
Ex. Rupenzel Barbie movie premiere for Mattel’s Barbie
Sales promotions are short term efforts directed to the consumer or retailer to achieve such specific objectives as consumer product trail or immediate purchase, consumer introduction to the store or brand, gaining retail point of purchase displays, encouraging stores to stock the product, and supporting and augmenting advertising and personal selling efforts
Piracy in foreign markets is a costly crime, most recognize that in some sense it is actually a form of product trial
When consumers are hard to reach because of media limitations,