文档介绍：The International Promotional Mix and Advertising Strategies
Yan Huang
Chapter 11&12&13
Chapter Objectives
Describe international promotional mix and the munication process.
Explore the international advertising formats and practices around the world.
Describe the international advertising infrastructure and infrastructure-related challenges in different markets.
Describe advertising strategies and budgeting decisions and offer examples of international applications.
International Promotional Mix
Components of the promotional mix are:
International advertising.
International sales force management.
International sales promotion.
International public relations.
Publicity.
Companies use the promotional mix municate with international consumers about their products and services.
促销组合的概念
促销组合
人员推销
营业推广
公共关系
广告
munication Process
SENDER
RECEIVER
MEDIUM
The sender:
The sponsor of the ad, usually represented by an advertising agency.
The sender encodes the message into words and images municates it to the target market.
The sender’s goal is for the message to be received as intended.
The receiver:
Receives the message and decodes it into meaning.
The medium:
Channel munication – see next slide.
munication Process (contd.)
The channel munication:
munication medium used to send the message to the target market.
Types of media:
Nonpersonal print media: Magazines, billboards, pamphlets, or point-of-purchase displays.
Nonpersonal broadcast media: Television and radio.
Personal media: Salespeople, telemarketers, or individuals involved in a tradeshow.
Interactive media: Web pages, computer terminals on retailer premises.
Advertising
A munication by an identified sponsor across international borders, using broadcast, print, or interactive media.
广告作为一种促销方式,是以营利为目的的广告主,采用一定的媒体,以支付费用方式向目标市场传播产品信息的有说服力的信息传播活动。
Media Infrastructure Challenges
Media Availability:
The extent to which the media needed for munication exists locally and can be used by the