International

Marketing
Management
The International Promotion
and Advertising Effort
If we review the advertising media background
and how it has evolved with new technologies
arrival, we can see how the audience
becomes increasingly fragmented and it's the
audience that takes control.
90 years ago,
everything was on
paper and ads
appear on radio
stations.
60 years ago, radios
were gaining share, but
television appears
strongly as an
advertising support.
30 years ago, television
has become the
quintessential advertising
channel and print
advertising has lost great
strength.
10 years ago, digital media
appear. In those days they are
not very significant against the
other channels. But they start
to show benefits that others
don’t have.
 Yesterday,
these digital
media have
been gaining
strength and
diversity until
be at similar
levels of
print or radio
advertising.
Today and tomorrow
the picture is highly
different and
penetration of digital
media in all its known
forms as well as in
those to come, will
become the
quintessential media,
reducing to absurdity
other formats as can
be the printed ones.
Did this 2018 prediction prove true?
Discussion Topic

• The International Marketer

needs to understand the
dynamic, relevant trends of the
marketplace. This is where we
are.......today. Where will it be
tomorrow? How will people
perceive a brand? What
choices will they really
have? There are 2 viewpoints,
from the consumer where we
need to be aware of the effect
of branding in our daily
lives. But the second, that of
the company, how can we
leverage brand, or how do we
compete to those "Brand
Kings"?
 A Framework for
International Promotion
Study the target market

Determine the extent of standardisation

Determine the promotional mix

Develop the message

Select effective media

Establish control mechanism

16-1
World Advertising Spending
World Advertising Spending

16-2
 World Advertising Spending
Advertising can utilize almost any form of media to meet its
needs. Mediums including print, television, radio, cinema,
outdoor, mobile and digital have all been targeted by
advertisers. Global advertising spending has been constantly
increasing since 2010, and is forecast to round up to nearly
548 billion U.S. dollars in 2017. Due to advances in
technology and consumer preferences, not all mediums are as
heavily invested in as others. As of 2016, television was still
considered the most important medium for advertisers,
accounting for an estimate of 35.5 percent of total media ad
spend in 2016. According to the source, desktop internet and
mobile internet accounted for 18.9 percent of the total ad
spending and 15.2 percent respectively. Internet expenditures
are projected to record a growth of 13.3 percent in 2017 .
Digital advertising spending worldwide – which includes both
desktop and laptop computers as well as mobile devices –
stood at an estimate at 194.6 billion U.S. dollars in 2016. This
figure is forecast to constantly increase in the coming years,
reaching a total of 335 billion U.S. dollars by 2020. Mobile
internet advertising is a heavily invested sub-sector of the
digital advertising industry. Mobile internet advertising
spending is forecast to increase from an estimate of 109
billion U.S. dollars in 2016 to just over 247 billion U.S. dollars
in 2020. Following this pattern, mobile advertising spending in
the U.S. is also forecast to grow in the coming years. Mobile
ad spending in the U.S. is projected to approximately double
between 2015 and 2019.
Source: eMarketer – published March 2019 – Survey Period 2018.
16-2
 Digital
Spend in
the US
World Advertising Spending

16-2
Creative Challenges of
International Marketing

Legal and tax considerations

Language limitations

Cultural diversity

Media limitations

Production and cost limitations

 The International
Communications Process
Process Consists of:
1. Information Source – Product Message to Send
2. Encoding – Message converted to symbolism
3. Message Channel – Convey Encoded Message
4. Decoding – Interpretation by receiver
5. Receivers – Consumer action by receiver
6. Feedback – To Information Source by receiver
7. Noise – Uncontrollable/Unpredictable influences
 The International
Communications Process
Cultural context A Cultural context B
Message channel
Encoding
Advertising
Message media and/or
translated into Noise
personal sales
appropriate Competitive force
meaning activities, other
salespeople,
Decoding
confusion, etc
Encoded
message
Feedback
interpreted into
Information source Evaluation of
communications meaning
process and
Marketer with measure of
a product action by receiver Receiver
Action by
consumer
responding to
decoded
message

16-5
Customer Centric (Digital) Promotional Structure

Message Symbolism Channel Decoding & Feedback Noise

Reinforcement
All key messages need Video: Digital Streams Reinforced trust in From all steps, effective New competition – Look
The competition may
to come across through – cut for TV. MMSV messaging to effective beyond Press Release –
refer to us as “Legacy” –
symbolism – Use the New Business – Thwart symbolism to channel Beat them in the field of
We use different terms;
building, use the “trust”, the new competition and resulting decoding advertising and
Veteran, seasoned,
show the of message. promotion
experienced, expert,
professionalism, show
proven track record,
the experience, show
modern, client-centric,
the commitment to
avant-garde,
being a future-proof
knowledgeable,
company.
professional, relevant,
future-proof, ethical, A guided tour around
great place to work, our offices, highlighting
digitally evolving. on the Customer
Experience, the
Employee Experience,
and ethics.
 Customer Centric (Digital) Promotional Storyboard
We continuously strive to offer you the products that
Over the past We’ve introduced match your evolving needs and wants, providing the
years, here at new necessary protection and investments across your
MMSV we have communication life journey and those of your loved ones.
been channels and
transforming our seamlessly send
business to your quotes and
match our policy documents
customers digital to your devices.
requirements
enhancing the
sales
experiences

CX & Digital CX, Digital, Modern EX, Professional, track record

Trust, Future-Proof, relevant. Relevant, Ethical, Future-Proof EX, Avant-garde, professional

We have ambitious plans to continuously ESG is important As well as the continuous professional training
serve you better. Whether it is how we to MAPFRE. We that all employees partake in, we firmly believe
react to a pandemic, or keeping up with actively support that a healthy heart leads to a healthy mind.
your the digital expectations, you can be the communities We have therefore provided our employees
assured to we serve in, even with the facilities to lead a healthy lifestyle.
“Trust us for Life” to the extent of
donating 34
million to Covid
relief in these
troubled times!
 Create simplified Customer

CX journeys that resonate with

the customers through
enduring memories
 Empower your frontline

EX workers with the tools

to allow them to better
serve the customer
Easy, intuitive and modern
user experience that
enhances the
experience and impresses
UX
the customer
MX

Create an infrastructure that

supports mobility, omnichannel
experience and customer choice
of channel
Dave
Chaffey's 6Cs
of customer
motivation
Content
‘Right content’ including more detailed product or
service information or value-adding content ‘Right context’ of
content for the site visit ‘Right media’ including interactive
services and tools and video
Customization
Personalization of content or products to individuals
or groups
Community
Customer forums such as for troubleshooting or
exchanging tips
Convenience
24/7 availability Turnaround time After sales service
Refund Guarantee
Cost Reduction
Informed perception of lower-cost - no middle man
Online exclusive pricing
Choice
Broader range of products / services Additional methods
of payment Flexible delivery including ‘on-demand’ options
for digital content Ease of return
 Media Planning Analysis

Availability – Legal, infrastructure, etc

Cost – Costs can vary enormously for the same
mediums (Eg: Costs for reaching 1000 consumers in
print)
Coverage – Understanding market, cultural, cost and
availability play in this mix – Eg Brasil best choice, TV
(up to 90%). Czech TV too expensive so opt for
billboards.
Lack of Market Data – Is the audience data available
and can you trust it?
 International factors of
communications
Global marketing communicators face
unique, language, legal, media and
production limitations in every market
that must be considered when designing
a promotional or communications mix.
As the world and its markets become
more complex and more sophisticated,
there is a greater emphasis placed on
international communication planning
and strategies.
 International factors of
communications

The current debate among marketers is

the effectiveness of standardised versus
modified communications for culturally
varied markets.
 As competition increases and
markets expand, greater emphasis
will be placed on global brands and or
image recognition. The impact of this
International would seem to be that, when buying
factors of motives and company objectives are
the same for various countries, the
communications communication orientation can be the
same. When they vary from nation to
nation, the communication effort will
have to reflect these variations.
 International
factors of
communications
A skilled marketing
communicator must be
sensitive to the environment
and alert to new facts about the
market. It is also essential for
success in international
communications programmes
to pay close attention to the
communication process and
the steps involved.
 We are living in the Cyber Physical
Industrial Revolution that is in constant
flux with an ever increasing velocity of
evolution.

Lessons Advertising and Promotion Effect is now

being driven by Consumers

Learned Digital Disruption remains the only

constant where the need to be at the
front of the new innovations
is necessary