Learning Objectives
     Local market characteristics that affect the 
      advertising and promotion of products
     The strengths and weaknesses of sales promotion 
      and public relations in global marketing
     When global advertising is most effective; when 
      modified advertising is necessary
     The effect of limited media, excessive media, 
      paper and equipment shortages, and government 
      regulations on advertising and promotion budgets
     The communication process and advertising 
      misfires
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     Global Perspective
     Barbie Versus Mulan
     Integrated marketing communications (IMC)
        Advertising
        Sales promotions
        Trade shows
        Personal selling
        Direct selling
        Public relations
     Objective: successful sale of a product or 
       service
     Availability of appropriate communication 
       channels can determine entry decisions
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     Sales Promotions 
     in International Markets
     Sales promotions
        Marketing activities that stimulate consumer purchases and 
         improve retailer or middlemen effectiveness and 
         cooperation
        Short-term efforts directed to the consumer or retailer to 
         achieve specific objectives
     In markets with media limitations the percentage of 
       the promotional budget allocated to sales promotions 
       may have to be increased
     Product sampling, cent-offs, in-store demonstrations, 
       coupons, gifts, product tie-ins, contests, sponsorship 
       of special events. Designed to supplement advertising 
       and personal selling in the promotional mix.
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     International Public 
     Relations
     Public relations (PR) is creating good relationships with 
       the popular press and other media 
        To help companies communicate messages to customers, the 
         general public, and governmental regulators
     Bridgestone/Firestone Tires (death of over 100 people) 
     Honda safety recall (Honda Accord)– (1.5 million in the 
       US and 760,000 in China) – transmission shaft - may be 
       broken during certain driving styles – causing engine 
       problem.
     Global workplace standards and product safety recall 
     Building an international profile – companies need PR 
       consultation to build an international profile
     Corporate sponsorships –as an aspect of PR, sports 
       events and charity events (Pizza Hut and KFC)  
                                                                      16-5
 Top 20 Global Advertisers 
 ($ millions)
      Exhibit 16.1
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