International Marketing Ch 14

Front 1

publicity

Back 1

Any communication about a company and the company’s products that the company does not pay for; may be positive or negative.

Front 2

Internaonal public relaons

Back 2

A concerted effort on the part of a company to generate goodwill among international publics that are essential to the company; its main purpose is to generate positive publicity about the company.

Front 3

news releases

Back 3

Statements issued to the public to introduce a new product, touting its advantages; any other information shared with the media.

Front 4

press releases

Back 4

Statements issued to the press to communicate news about a company and its products.

Front 5

company publications

Back 5

Public relations publications that describe the products of a company to potential customers and summarize inancial achievements.

Front 6

event sponsorship

Back 6

The inancial support of cultural or sports - related events; companies use these events to get positive publicity.

Front 7

corporate advertising

Back 7

A type of advertising that is used to promote the company behind the different brands.

Front 8

image advertising

Back 8

An advertising campaign that enhances perceptions of a company in a given market by creating a positive impression on the target consumers.

Front 9

advocacy advertising

Back 9

Advertising a particular position or point of view.

Front 10

public appearances

Back 10

Company representatives’ public involvement, speaking on behalf of the international irm and its products.

Front 11

sales promotion

Back 11

Sponsored communications to the target consumer or trade segment that stimulate purchases or improve relationships with intermediaries.

Front 12

global campaign

Back 12

A worldwide standardized advertising campaign that is not adjusted to different target markets.

Front 13

modular campaign

Back 13

An advertising campaign that provides a template that is varied and customized from market to market.

Front 14

local campaign

Back 14

An advertising campaign that is tailored to local needs; especially used in markets that media cannot easily reach.

Front 15

trade shows and exhibitions

Back 15

Business - to - business promotions that usually are held annually in formats where companies purchase exhibit space to display and demonstrate their offerings to the target market.