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Global Marketing Promotion Strategies

A look at Advertising and Promotion Strategies through the eyes of globalization.
by

Mohab Fekry

on 29 December 2013

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Transcript of Global Marketing Promotion Strategies

Global Marketing
PROMOTION STRATEGIES
CONTENT
Overview of Globalization
Communication Model
Effective Communication
Global Promotional Mix
Focus - Advertising
Focus - Public Relations
COMMUNICATION
MODEL

PUBLIC RELATIONS
GLOBALIZATION
CONCLUSION
EFFECTIVE
COMMUNICATION

GLOBAL
Components of the Promotional Mix
Sales Promotion
Advertising
Direct Marketing
Personal Selling
Public Relations
Point of Purchase
but never forget PR!
Rely heavily on Advertising
Communicate effectively
Want to go Global!?
ADVERTISING
Advertising: is any sponsored, paid message that is communicated in a non-personal way.
MORE ADVERTISING
Advertising Appeals
PR & MARKETING
Time to sum it all up!
Heba Ibrahim
Ibrahim ElSharawy
Miram Moustafa
Mohammed Al Yamany
The "brand-mania"
lust for branded goods
children and adolescents affected
brands as source of identity
logos become fashion
pressure and obsession
outside culture gets branded
"sponsored
life"
Third world exploitation
job transfer to sweatshops
product quality and working circumstances are dropping
= Global economy away from humanity
more investment in brand-advertising than production
use of export processing zones
The product is through channels by using personal selling, sales promotion, as well as advertising
pushed
Push strategy
The company is customers towards itself by using advertising and sales promotion
pulling
Integrated Marketing Communication
"The concept under which a company carefully integrates and coordinates its many communication channels to deliver a clear, consistent message." -Philip Kotler
Problems
The message may not get through to the intended recipient
The message may reach the target audience but may not be understood or may even be misunderstood
The message may reach the target audience and may be understood but still may not compel the recipient to take the action
Solution
Integrated Marketing Communication!
Why
Globalize?
FOCUS
Mohab Fekry
"Globalization speaks to the modern phenomenon of an incredibly shrinking world where powerful cultural, economic, political, and technological forces ignore national and cultural boundaries. Events in one part of the world ripple through the whole" (Mazurek & Winzer, 2006, p. 19).
"the expansion of international trade, investment, production and financial flows, the growing significance of regional trading blocs and trade agreements,more influential roles for international financial institutions and transnational corporations, far greater mobility of capital - particularly financial capital" (Priestly, 2002, p. 126)
Simply put: Economic globalization is the increasing economic interdependence of national economies across the world through a rapid increase in cross-border movement of goods, service, technology, and capital. (Wikipedia – Economic globalization)
Forces of
Globalization
Impact of
Globalization
Economic Forces
Social/Cultural
Forces
Other Forces
Neo-liberalism: focus on market and private sector - free trade, privatization
"The undoubted economic pressures wrought by globalization ... have led to ... increased pressures to adopt neo-liberal cost-cutting measures" (Priestly, 2002, p. 128).

Neo-conservatism: maintenance of national sovereignty - preserve or restore what is established and traditional, "...a creature of the radical right that is not conservative or moderate" (Drury, 2011)
"...forces of neo-conservatism have struggled to maintain national sovereignty" (Priestly, 2002, p. 129).

Marketization: privately funded social services - health care, education
"An educational agenda that heralds choice in a competitive marketplace has the possibility of ensuring that the most wealthy can meet their wants and desires while the least advantaged struggle with their needs" (Dei & Karumanchery, 1999, p. 125)
Globalization has provided opportunities for a blending of different cultural traditions to exist alongside and within each other. (Priestly, 2002)
Philosophical-ethical issues-- social justice, peace, human rights, increased immigration, multicultural classrooms
rapid advancements of knowledge across space, time and people: world wide web, information available online, instant access across the globe, virtual meetings, online banking/shopping, Facebook, Twitter, YouTube, Google Earth
Technology
--greater disparity between haves and have-nots within and across countries
--job displacement
--increased income/
reduced poverty
--increased job opportunities
--improved economic conditions
--worsened economic conditions in marginalized countries
--lower cost of goods
--more efficient use of resources
--cultural homogenization and monoculture
--increased cultural exposure and understanding
-globalization represents increased freedom
-higher standard of living and life expectancy
-better access to medicine, education and technology
-increased environmental damage, terrorism, illegal drug sales, widespread of diseases
-less cultural diversity
-world poverty
-instability in developing countries
Social Impact
· Feeling "left out"

· Stereotypes

· False promises and testimonials

· Women and men as objects

· The most influenced: children
Pull strategy
Promotion Strategies
PROMOTIONAL MIX
The effectiveness of the message may be impaired by noise
Global advertising: messages whose art, copy, headlines, photographs, taglines, and other elements have been developed expressly for their worldwide suitability.

reaches huge amount of people all around the world
the more audiences you reach, the more "cool" you become
your product becomes the standard purchase
the consumer decides - you may win the competition
long-term or a quickie? Go both!
sometimes it may be crucial to go a little personal
advertising is one way, which makes it a bit "by the way"
expensive
Pattern Advertising
A middle ground between 100% standardization and 100% adaptation

Similar:
Layout
Dominant visuals on left
Brand signature and slogan

Contrasting:
Photos
Body copy is localized, not simply translated

Aims of any Promotion
Inform
Persuade
Remind
Entertain
Pro's and Con's
Global Advertising
Standardization vs. Adaptation?
GOOD ADVERTISING
BAD ADVERTISING
vs.
While the good ads are .....
Catchy
Factual
Attractive
The bad ads .....
Untargeted
Appear Cheap
have
bad actors
The importance of
each of the three characteristics!
Catchy!
If an advertisement is CATCHY, it not only wins over an audience easier but whether it was a nuisance or actually comical/entertaining, catchy ads are the ones that you remember at random and are retained in your brain against your will!
Forever!!
Factual
It is imperative that an advertisement is FACTUAL or contains some amount of facts regarding the good or service, as consumers are interested in knowing why the item being promoted is worthwhile.
Attractive!
Whether an ad is visually appealing or not goes a long way. Especially in print media, if the visual isn't eye-catching or ATTRACTIVE in some kind of way, it is easily bypassed!
i.e- Is it good for the heart, contains vitamins & minerals?
F A C T U A L
F A C T S ?
According to the standard at hand!
e.g- It's all about the slogan, jingle, or hilarious commercial!
C A T C H Y!!!
Overly R E P E T A T I V E
Super A N N O Y I N G
Sure it gave more headaches than it cured!
e.g-When appealing to children, color and pictures attract them!
Attractive can mean several things.
alluring
agreeable
interesting
inviting
it's O F F E N S I V E
Not exactly A T T R A C T I V E
but A T T R A C T I VE.
S I M P L E Yes!
Building good relationships with the company's various audiences by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumors, stories and events.
customers trust PR more than ads
you reach people who avoid salespeople and advertisements
good PR campaign + other promotion mix element = cost-effective campaign
no direct control over whether a message is delivered and where it is placed for delivery
aspects of the message can be modified by the media, and it can lose its original meaning
EMOTIONAL APPEAL

Influences customers to buy the products emotionally. These are the people who are emotionally motivated to buy certain products.

Emotional appeal includes two categories: personal appeal and social appeal.

The personal emotions encourage individuals to buy products for fear, comfort, safety, stimulation, self esteem, pleasure, joy, or happiness, whereas social appeals encourage people to buy the products for recognition, affiliation, acceptance and status.
SCARCITY APPEAL

This is are used for limited supplies.

They are used to employ promotional tools that include contests, introducing new products, sweepstakes, etc.
HUMOR APPEAL

This is one of the excellent tools to grab viewer attention.

It is an effective method that urges customers to recall the advertisement whenever they are shopping.
MUSIC APPEAL

Increases the persuasiveness of the advertisement.

The musical advertisement sounds melodious to the ears.

It easily captures the attention of viewers and increases customer recall.
SCARCITY APPEAL

Used for limited supplies.

They are used to employ promotional tools that include contests, introducing new products, sweepstakes, etc.
RATIONAL APPEAL

The technique of designing advertising to appeal to a prospective customer using logical arguments to show that the product satisfies the customer’s practical needs.


Usually used to sell/promote cosmetics or clothing.

This appeal creates an impression of a perfect person that encourages people to buy the product.
MASCULINE/FEMININE APPEAL
BRAND APPEAL

This is especially directed towards people who like to use branded items in clothing, cosmetics, or jewelry.
ADVENTURE APPEAL

This is used to give an impression of changed life after a person uses the product.

This appeal usually portrays fun, action and adventure.
ROMANCE APPEAL

Used to attract the opposites, a person feels ready to buy a product to attract the person of an opposite sex.

The appeal implies to people who believe that buying a certain product will attract or improve their romance with loved ones.
YOUTH APPEALS

Mostly directed towards youth.

It generates interest among youth to buy a particular product in trend.
ENDORSEMENT APPEALS

Makes use of celebrities, youth icons, and/or well known personalities.

It helps to pitch the sale because people like to follow their favorite icons or celebrities.
WORD APPEAL

Used to convey some message in a form of a phrase. It becomes an instant hit with people and helps in recalling the product frequently.

It helps in recognizing a brand.

It helps increase the popularity of a product.
Let's see if you got this!
Try to find out the appeal(s) used in the next video..
In order to avoid these con's, companies attempting to globalize must
COMMUNICATE!
effectively with their target customers.
Message
Message
Message
Message
Message
Message
In Marketing, the message is MUCH more than it seems!
The Effective Communication
Cycle
Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.
Why PR?
MEDIA PLACEMENT
PR Tactics
Quick Tips!
Be relevant
Be personal
Be honest
Relationship Building
Objectives of PR
Building Product Awareness
– When introducing a new product or relaunching an existing product.

Creating Interest
– Whether a PR placement is a short product article or is included with other products in “round up” article, stories in the media can help entice a targeted audience to try the product.

Providing Information
– PR can be used to provide customers with more in depth information about products and services.

Stimulating Demand
– A positive article in a newspaper, on a TV news show or mentioned on the Internet, often results in a discernible increase in product sales.

Reinforcing the Brand
– In many companies the public relations function is also involved with brand reinforcement by maintaining positive relationships with key audiences, and thereby aiding in building a strong image.
LOBBYING
WEB,
AUDIO,
VISUAL
NEWS,
WRITTEN MATERIAL
SPEECHES,
PRESS RELEASES
PUBLIC SERVICE ACTIVITIES
Defining the Relationship
Defining the Relationship
Marketing
Public Relations
External Constituencies
Persuasion
Public Opinion

Paid
Can Be Unpaid
VALUE
IMAGE
more control
less control
5 Organizational Structures
Marketing and PR as Independent
Typical of smaller companies with limited communication needs


Marketing and PR as Overlapping
Typical of large corporations where Marketing & PR share many same functions

Marketing as Subset of PR
Typical of professional services with fewer pricing & distribution channels, and fewer marketing requirements
Ex: Hospitals, Universities
PR as Subset of Marketing
More typical of older conglomerates that operate many consumer brands, PR subservient to product marketing plans
Marketing and PR as Same Function
Innovative start-ups and savvy newer brands that have enough funding to give equal weight to the impact of marketing and publicity
Increasingly important in this information age
The Great Debate:
In House vs. Agency
2 Major Differences:
Scope of Attention
Pace
"The Man Your Man Could Smell Like"
Old Spice Campaign (2010)
186 customized video replies to fans and celebs in 2.5 days
5.9 Million YouTube Views
80,000 Twitter followers in 2 days
Facebook Interaction increased 800%
The Response Campaign
1.4 billion media impressions
Press Coverage
The Dictator Campaign (2012)
Promoting "The Dictator"
Wadiya's Website: Content Marketing & Native Advertising
PR Stunts Go Viral
Full transcript