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    Management of Global Communications

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    sagar
    The document discusses several key aspects of global marketing communications: 1. Global marketing communications involves presenting information to internal and external stakeholders across domestic and international markets while managing complexity from varying markets, media, languages, cultures, and regulations. 2. Standardization of marketing communications is difficult due to fundamental cultural differences, local regulations, and differences in symbolism and meaning across cultures. 3. Effective global communications require adapting messages through localization of imagery, text, cultural references and tone based on each target market.

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    Management of Global Communications

    Uploaded by

    sagar
    31 views19 pages
    The document discusses several key aspects of global marketing communications: 1. Global marketing communications involves presenting information to internal and external stakeholders across domestic and international markets while managing complexity from varying markets, media, languages, cultures, and regulations. 2. Standardization of marketing communications is difficult due to fundamental cultural differences, local regulations, and differences in symbolism and meaning across cultures. 3. Effective global communications require adapting messages through localization of imagery, text, cultural references and tone based on each target market.

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    Management of Global Communications

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    The document discusses several key aspects of global marketing communications: 1. Global marketing communications involves presenting information to internal and external stakeholders across domestic and international markets while managing complexity from varying markets, media, languages, cultures, and regulations. 2. Standardization of marketing communications is difficult due to fundamental cultural differences, local regulations, and differences in symbolism and meaning across cultures. 3. Effective global communications require adapting messages through localization of imagery, text, cultural references and tone based on each target market.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    31 views19 pages

    Management of Global Communications

    Uploaded by

    sagar
    The document discusses several key aspects of global marketing communications: 1. Global marketing communications involves presenting information to internal and external stakeholders across domestic and international markets while managing complexity from varying markets, media, languages, cultures, and regulations. 2. Standardization of marketing communications is difficult due to fundamental cultural differences, local regulations, and differences in symbolism and meaning across cultures. 3. Effective global communications require adapting messages through localization of imagery, text, cultural references and tone based on each target market.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    of 19

    The Roles of Global Marketing Communications

    • Presenting and exchanging info with internal


    and external, and domestic and international
    stakeholders
    • Managing the complexity of different
    markets, media availability, languages,
    cultural sensitivity and regulations
    • Not just about conveying product benefits
    but a tool to build and maintain relationships
    with customers and stakeholders
    • Increasingly being used to discharge social
    responsibility

    1
    Factors preventing standardization of marketing
    communications

    2
    Examples

    3
    Adaptation of Global Communications

    • Fundamental cultural differences


    • Portrayal of women
    • Local regulations preventing standardization
    e.g. prohibit comparative advertising,
    alcohol, tobacco, products for children,
    sexual content etc.
    • The name insinuates inappropriate meanings
    or less appealing to locals
    • Semiotics: symbols, colours, animals or
    flowers

    4
    Development of a Creative Plan
    Determining What’s Said and How it’s Said
    Development of a Creative Plan
    Determining Creative ‘Positioning’

    5
    Development of a Creative Plan : Types of Appeal

    Emotional Health Financial


    Loving care Natural Ingredients Low Cost

    Romance & sex Healthy Value for Money

    Nostalgia Escape from stress ‘Special’ or ‘One-off’

    Personal Active Lifestyle ‘Economy packs’


    Gratification
    Social Status Anti-Ageing Loyalty Rewards

    Source: Based on Appelbaum and Haliburton (1993)


    6
    Example – pure functional element

    Example – 100% emotional


    element

    7
    https://www.vappingo.com/word-blog/examples-
    of-features-versus-benefits/

    8
    Example – mix of functional and emotional

    9
    Tone: Hard Sell v/s Soft Sell

    10
    Creative Plan The Format

    • The way in which it is ‘presented’,


    ‘structured’ and ‘delivered’
    a. Slice of Life
    b. Little story around the product
    c. Testimonials by experts or
    famous personality
    d. Talking heads
    e. Characters or Animals
    Associated with product
    f. Demonstration
    g. Cartoon
    11
    Examples

    12
    Creative Plan - The Music

    • Music generates different kinds of


    emotion
    • Music travels well between:
    – Demographics
    – Generations
    – Cultures
    – languages
    • What types of music 'enhance' the
    message and/or brand experience?
    – Pop – fresh, contemporary (Pepsi –
    ‘Ask for More’)
    – Easy listening – nostalgic, timeless
    (Coca-Cola ‘Love’)
    – Classical – classy (BA ‘Soft Landing’)
    13
    The Cultural Impact on Public Relations

    • Lack of understanding of PR in some cultures may lead to


    suspicion of intentions
    • Managing relationships of all stakeholders
    • Disclosing information, especially in the case of private,
    secret or sensitive information
    • Developing arguments, some of which cannot be
    understood locally because their basic logic clashes with
    the host country culture
    • Dealing with nationalistic feelings

    14
    Considerations of Public Relations Planning in a Cross-
    Cultural Context

    15
    Direct Marketing Methods

    • Growing importance of direct marketing


    – Escalating costs of above-the-line media
    – Availability of good quality lists
    – Information technology enables processing of
    customer databases
    – Interactive media
    • Types of Direct Marketing include:
    – Telemarketing
    – Direct response advertising
    – Catalogue marketing
    – Inserts
    – Door-to-door
    – Interactive E-Marketing
    • Depends on availability of postal, cable and/or
    internet infrastructure 20
    Types of Sponsorship and Associated Values

    17
    Planning for a promotional event

    18
    Standardizing Global Communications

    • Standardization is viable when:


    – Visual messages as the main content
    – Well-known celebrities
    – Music
    – Well-known trademarks or symbols
    • It does not travel when:
    – Use of spoken and written language
    – Humour
    – Well-known personality is country
    specific
    – Context-specific

    19

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