International Marketing 国际市场营销学
Chapter 12
Marketing Communications
Chapter Outline
1. Communications Mix
2. Advertising
3. Personal Selling 4. Public Relation 5. Sales Promotion
Seminars
Annual reports Charitable donations Publications Community relations Lobbying Identity media Company magazine
Festivals
Arts Causes Factory tours Company museums Street activities
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3. 4. 5. 6.
Encoding. The message from the source converted into effective symbolism for transmission to a receiver
A message channel. The sales force and/or advertising media that convey the encoded message to the intended receiver
Introduction
Marketing Promotion Mix & Marketing Communications Mix Integrated marketing communications (IMC) comprises: • advertising • personal selling • public relations • sales promotions • event/ experience, and • direct Marketing
Incentive programs
Samples Fairs and trade shows
Premiums and gifts
Sampling Fairs and trade shows Exhibits Demonstrations Coupons Rebates Low-interest financing Entertainment Trade-in allowances Continuity programs
Videotapes
Tie-ins
Common Communication Platforms 2/2 Public Relations
Press kits Speeches
Events/Experiences
Sports Entertainment
Direct Marketing
Catalogs Mailings
Contests, games, sweepstakes, lotteries
Packaging inserts
Motion pictures Brochures and booklets Posters and leaflets Directories Reprints of ads Billboards Display signs Point-of-purchase displays Audiovisual material Symbols and logos
Communications Process
Communications Process
The international communications process consists of the following seven steps:
1.
An information source. An international marketing executive with a product message to communicate
7.
Common Communication Platforms 1/2 Advertising
Print and broadcast ads Packaging-outer
Personal Selling
Sales presentations Sales meetings
Sales Promotion
Telemarketing
Electronic shopping TV shopping Fax mail E-mail Voice mail
Advertising 1. Pervasiveness （普及性） Advertising permits the seller to repeat a message many times. It also allows the buyer to receive and compare the messages of various competitors. Large-scale advertising says something positive about the seller's size, power, and success. 2. Amplified expressiveness （富有表现力） Advertising provides opportunities for dramatizing the company and its products through the artful use of print, sound, and color. 3. Impersonality （非人格性） The audience does not feel obligated to pay attention or respond to advertising. Advertising is a monologue in front of, not a dialogue with, the audience.
Decoding. The interpretation by the receiver of the symbolism transmitted from the information source
Receiver. Consumer action by those who receive the message and are the target for the thought transmitted Feedback. Information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process Noise. Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process and affect any or all of the other six steps