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35 Cards in this Set

  • Front
  • Back

The marketing communications process: (3)

- the sender


- the message


- the reciever

What is one of the most formidable barriers that international advertisers need to surmount? How to overcome?

Language and idioms 'translating sayings'.


Involve local advertising agencies who have a greater sensitivity to the local language

Percentage of sales:

using a percentage of past sales or future sales or a combination of both to determine the budget. most widely used method

Competitive Parity:

Using the competitors advertising spending as a benchmark

Objective and task:

relating the advertising budget to the sales objective. this is one of the most appealing methods.

Resource allocation:

involves the allocation of resources across different countries

Setting the international advertising budget methods (4):

- Percentage of sales


- Competitive Parity


- Objective and Task


- Resource allocation

Advantages of global advertising: (6)

- Cost


- Economies of scale


- Cross fertilisation


- Growth of global media


- Strength of global advertising and media agencies


- Global markets and consumers



Disadvantages of global advertising: (6)

- Linguistic barriers, cultural diversity


- Legal regulations and constraints


- Production limitations


- Media limitations


- Agency and campaign limitations


- Market maturity, differences in product life cycle stages

Advantages of standardisation: (4)

- Economies of scale


- Consistent image


- Global consumer segments


- Crossfertilisation

Barriers to standardisation: (4)

- Cultural differences


- Advertising regulations


- Market maturity


- Not invented here syndrome

Approaches to creating advertising:

Universal: creative strategy is produced by an advertising agency from it's head office and then 'universally' adopted without, or with little local office inputs




Prototype: Details advertising guidelines concerning the advertising's execution are given to the local or regional affiliates

Ad likability in Hong Kong and Thai:

HK: entertaining. unique, original ads


Thai: entertaining, warmth, beautiful females

Disliked attributes in Hong Kong and Thai:

HK: Old fashioned, boring, repetitive


Thai: Ads that exaggerate or are unrealistic or misleading

Growing trends in global media: (4)

- growing spread of interactive marketing


- growing spread of mobile marketing


- rise of global and regional media companies


- improved television viewership measurement

Examples of advertising regulation: (4)

- Alcohol


- Comparative advertising


- Content of messages


- Targeting children

Aspects to consider when choosing an advertising agency (6)

- what is their market coverage?


- can they develop a global campaign?


- creative reputation


- scope and quality of services


- local know how


- size of agency



How to coordinate international advertising? (3)

- Monetary incentives to local distributors who are consistent in their delivery of the global message


- Advertising manuals


- International meetings

Elements to consider for the Integrated Marketing Communication (IMC) (6)

- Advertising


- Sales promotion


- Direct marketing


- Event sponsorship


- Trade shows


- Personal selling

IMC Australia vs HK preference:

Australia: Direct Mail and sales promotion


HK: Mass media and sales promotion

Promotion tools important to Portugal:

- In store promotion


- Price mark downs


- Personal selling


- direct mail

Promotion tools important to NZ:

- personal selling


- print advertising


- direct mail


- price markdowns

Direct marketing examples:

- telemarketing


- direct mail


- developing home grown data bases: customer relationship management systems


- online: internet, social media, mobile

Event sponsorship:

globals one of the fastest growing promotional tools. there is risk of 'ambush marketing'- non sponsors giving the impression to consumers they are in fact sponsors

Trade shows:

Over 15,000 trade shows a year


Good opportunity for business to business


Can provide immediate access to customers in foreign markets

Case 1: should a firm insist on standardisation and consistency of its communication approach, and when should they trust partners with local knowledge?

agency client relationship but look at it from the view of companies with the decision maker..........

Case 2: Q1: How has Etihad Airways used football sponsorship to raise brand awareness around the world?

Case 2: Q2: How might Etihad Airways use sponsorship in other sports to raise brand awareness around the world?

Case 2: Q3: Etihad Airways now sponsors Melbourne City FC, Australia and New York City FC in the US. Why have the marketing managers of Etihad Airways chosen to do this?

Case 3: Q1: What patterns of media consumption by teenagers do you detect and how do these differ between cultures and countries?

.

Felix Cronel and Thomas Burgos spontaneously came up with the idea of exporting Australian native fruit-infused Camembert and Brie based on personal observation, thinking and conversation. What are some other ways of generating product export ideas?

Less Developed Countries to realised what they don't have. Travelling would be the easiest way between two countries

Conduct some secondary research to identify whether cheese products are a significant export for Australia. and whether cheese products are a significant import for France (from within the European community and outside it)

Helps to understand is there demand for it, is there room for us to enter?

Write a brief critique of Felix and Thomas’s idea of exporting Australian native fruit-infused Camembert and Brie to France, focusing on both their choice of product, and how they would source, export and distribute it in France. On balance, is it a good idea? Explain your reasoning.

Need to do:


Primary research


Risk Analysis


Test trial


Checking if the cheese will keep through transit with their parents


Company name?


Translation costs


Cost benefit analysis

What advice might you give Felix and Thomas about conducting the informal focus group with French expatriates, approaching the Tasmanian producer, Thomas’s parents involvement, initial distribution through one or two cheese shops, and labelling for the French market?

-Better to go to a french group of people living in France rather than the expats for your research.
-Wouldn't trust parents 100%, go to initially help them maybe and go from there


-Go to more than one French store in a range of areas


-No risk analysis but don't want to give them too much information.


-No company name

Is there any Australian product that you personally think might succeed in an overseas market if you were to export it? Describe the product (it can be either a good or service), identify the market and make a case as to why it might be a successful export.

Travel services personalised from Australia