International Ad Promo

An Introduction to International
Advertising & Promotion
Kruti Shah
AMA
Takeaways
• Understand marketing & marketing communication
• Understand international mktg comm
• Learn about various mktg comm tools
• Appreciate IMC, its evolution & importance
• Comprehend the IMC model and programme

Marketing
• “The process of
planning and executing
the conception, pricing,
promotion, and
distribution of ideas,
goods and services to
create exchanges that
satisfy individual and
organizational
objectives.”
- American Marketing
Association
Marketing Communication
• Purpose: Seek a
cognitive, affective
or behavioural
response from the
target audience
• Marketing
communication mix
International
Advertising/Promotion
• Advertising in foreign markets
• “A communication process that takes

place in multiple cultures that differ in
terms of values, communication styles,
consumption patterns, govt. regulations,
economic systems, etc.”
• International vs. global advertising

WHY UNDERSTAND CULTURES?
Languages differ
• Ford’s Pinto in Brazil
• EA Sports "Challenge Everything”
• USA’s Nova in Mexico
• Literacy levels differ

Semiotics differ
Numbers
Colours
Images
Semiotics differ
Motorcycle
Open
landscape
Iconic man
Consumer needs differ
Consumer needs differ
Consumer likeability differs
Communication styles differ
• High context vs. low context cultures
BENETTON BROCHURE
Regulations differ
Media usage differs
• Radio in S. Africa
• Excessive outdoor in India

You Decide!
• International advertising:
– A colonizing force propagating Western
values vs.
– Integrating societies & building common
bonds
Global vs. local
• Coherent brand • Can account for
image, no duplication cultural differences
• Familiarity, no
confusion
• Cost savings
• Technological
developments
allowing adaptation
Advertising
• Any paid form of non-
personal presentation
and promotion of ideas
or products by an
identified sponsor
• Objectives
– Inform
– Persuade
– Remind
– Reinforce
Strengths & weaknesses
Advertising types
Selective-
Brand-building Public service
demand
Tactical Corporate B2B

-Direct response
National Advocacy Trade
Retail Primary-demand …
Quick Q!
Ramroti Ltd. has come up with a first-of-its-kind
portable device that can make up to 500 rotis at
a time. Which of the following types of
advertising is most important to sell the
product?
a. Trade advertising
b. B2B advertising
c. Primary-demand advertising
d. Selective-demand advertising
e. Brand-building advertising
The growth of advertising & promotions
(India)
Year Advertising % Growth over

expenditure last year
(Rs. Crores)
2008 21,000 20.0
2007 17,690 22.0
2006 14,505 21.7
2005 11,915 15.1
2004 10,354 10.9
2003 9,329
The growth of advertising & promotions
(Worldwide)
Sales promotion
Changes the price-value relationship of a product
Increases Increases
value value
OR OR AND
Decreases Decreases
price price
Reasons for increase in SP
• Growing clout of retailers
• Declining brand loyalty
• Brand proliferation
• Fragmentation of the consumer market
• Short-term focus
• Increased accountability
• Competition
• Clutter
Sales promotion tools
Quick Q!
• A soap brand is anticipating the launch of
a new soap by a strong competitor. How
can it use sales promotion to defend its
current customers?
Quick Q!
• A bank wants to build a database of men
in the 30-40 age-group to promote an
education loan for children. Can sales
promotion come to its aid for building the
db? The db would be used for sending
direct mailers.
Balancing sales promotion:
How much is too much?
Direct marketing
Tools
• One-to-one approach that
uses advertising media to Direct mail
produce an inquiry, a
transaction and some
other immediate Direct response TV/radio
response
Mail-order catalogues
• No intermediary between
manufacturer & customer
Internet
• Requires a database
Telemarketing…
Direct marketing
Publicity
• Non-personal Tools
communication by • Press releases
third-party sources • Press conferences
• Special events
regarding an
• Opinion polls
organization’s
• Interviews
products
• Contests
• Weblog writeups…
Public relations
• Positively influencing Tools
public opinion to build • Publicity tools
goodwill, and earn • Community affairs
appreciation and
• Events and
acceptance
conventions
• May result in publicity
• Corporate advertising
• Lobbying…
The publics of PR
Publicity/PR
Cadbury manages a crisis with IMC
Internet as a
communication tool
Internet tools
Websites
Emails
Blogs
Discussion forums
Online games…
Social Media creates a sensation!
Personal selling
• Personal presentation by
a representative of an Strengths
organization with the • Targeted, flexible,
purpose of influencing interactive, measurable,
consumer buying offers immediate
decision, making a sale, feedback, ideal for high-
or building long-term value & high-deliberation
relationships products & niche
audiences
Weaknesses
• Expensive, not suitable
for large audiences
Unconventional media
Packaging
Customer
POP
service
Novel
Events, Media Advertising
Trade shows specialties
Sponsorships
RED FM
Rural initiatives
RmKV 50,000 Colour Campaign
http://www.youtube.com/watch?v=vTcNNk-AYIA
Quick Q!
Which of the following tools of
communication is likely to create the
highest credibility among consumers?
a. Advertising
b. Publicity
c. Sales promotion
d. Packaging
e. Personal selling
Integrated marketing communication
(IMC)
• Various promotional tools provide

consistent messages to target audiences
for clarity, consistency & impact
• One voice, one message, one strategy

Integrated marketing communication
Think integrated
• Keep the customer in mind
– Emperor Mr. Kapoor
• Look for more “contact” points
• Don’t chase mice with a cheese truck

The case for IMC
• Decreasing impact of advertising
• New ways to reach consumers
• Demand for greater accountability
• Growth of database marketing
• Growth of international marketing
The case for IMC
• Emphasis on relationship marketing
• Tighter control over communication
• Changing compensation structure of
agencies
• Need for a single brand custodian
• Need for creating a brand identity
Pepsodent Bhoot Police
Jingle on ‘The School contact Interactive Chorus by

Midday show’ programmes website dabbawallas
Encourage kids
Pepsodent
to brush teeth Contest to
commercials at night write lyrics
12 lakh kids signed the pledge,

campaign won EMVIES’06
Corporate objectives & IMC objectives &
strategies strategies
Marketing objectives
& strategies
The IMC planning process

The HSBC Challenge
• Mission to create a single global banking
brand
• Bringing 60 different financial brands, from

the Midland in the UK to Amarindus in Brazil,
under one umbrella
• Consumers feel increasingly alienated by

global institutions
The HSBC Strategy
• Looking for the lowest common
denominator
• Insight: knowing what happens in

particular markets can have a big impact
on how a company is perceived
• Universal concern, local execution

Global vs. local - HSBC
Implementation
• Creative done country-by-country using
local themes
• Heathrow, BBC, CNN, The Economist –
global media
• Agencies: Lowe & Bates
• One creative brief, one idea, one
message
• Central execution didn’t work

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An Introduction to International

Advertising & Promotion

• Understand international mktg comm

• Learn about various mktg comm tools

• Appreciate IMC, its evolution & importance

• Comprehend the IMC model and programme

• “A communication process that takes

• International vs. global advertising

• EA Sports "Challenge Everything”

• USA’s Nova in Mexico

• Literacy levels differ

• Excessive outdoor in India

Tactical Corporate B2B

National Advocacy Trade

Year Advertising % Growth over

2007 17,690 22.0

2006 14,505 21.7

2005 11,915 15.1

2004 10,354 10.9

Changes the price-value relationship of a product

• Various promotional tools provide

• One voice, one message, one strategy

• Look for more “contact” points

• Don’t chase mice with a cheese truck

Jingle on ‘The School contact Interactive Chorus by

12 lakh kids signed the pledge,

The IMC planning process

• Bringing 60 different financial brands, from

• Consumers feel increasingly alienated by

• Insight: knowing what happens in

• Universal concern, local execution

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