Ch 16 Outline Marketing

Marissa Ochonicki

BUAD 475

Extra Credit

Ch. 16 Outline

Integrated Marketing Communications and International Advertising

Worldwide Exposure of Popular Icons

Kids are exposed to the same worldwide icons due to expansion of internet and TV. Companies can create coordinated promotional campaigns, as well as, mass production of the same toys.

Advertising, Sales Promotion, Trade Shows, Selling, and Public Relations

Once a market offering is developed to meet a target market’s needs, intended customers must be informed of the offerings value and availability. A company should strive to obtain synergies throughout its marketing.

Sales Promotion

Sales promotions are marketing activities that stimulate customer purchases and improve retailer or middlemen effectiveness and cooperation. They are typically offered short term to achieve a specific objective. The objective may be product trial, immediate purchase, or encouraging a store to stock a product.

Public Relations

Public Relations is about creating good relationships with popular press and other media to help companies communicate messages to the public. It is important to create positive stories and manage the bad ones. With expanding international communication, Public Relations problems have grown; such as product safety recalls and work standards.

Example: Toyota brake pedal problem: Toyota’s attempt to control bad publicity by sharing positive tweets and Akio Toyota publicly apologizing.

International Advertising

Advertising is a powerful tool and receives scrutiny from various institutions. Proctor & Gamble has become “global champion” of advertising spending the most of international advertising.

Steps in International Advertising:

1. Perform Market Research

2. Specify the goals of the communication

3. Develop the most effective messages for the market segments selected ( May be most daunting task for marketers)

4. Select effective media...