International Marketing Study Set 9
Quiz 16 :
Integrated Marketing Communications and International Advertising
Describe the following terms Integrating marketing communication : Intenerated marketing basically refers to an approach that creates a unified and combined experience for consumers to interact with the brand or enterprise. It mixes all aspects of marketing communication such as advertising, sales promotion, public relations and direct marketing. Integrated marketing Communication basically ensures that all forms of communication and messages are carefully linked together. Moreover, it means assimilating all the possible promotional tools so that work in unison. Sales promotion : It refers to the type of marketing that is aimed either at the consumer or at the distribution channel. This is a promotional tool that is used to introduce new product, clear out inventories or attract customer traffic. Moreover, it includes various communication activities that attempts to provide added value or incentive to consumers, wholesalers or retailers. Public relations : It is another marketing tool that manages the spread of information between an individual and an organization such as a business, government agency or nonprofit organization. Moreover, it includes an organization or individual that gains exposure to their audiences using topics of public interest and news items that don't require direct payment. Nosie : Noise in marketing basically refers to a bad marketing campaign that buries a person's message in a barrage of information or noise. Hence, to develop a powerful marketing strategy, one must get rid of distractions and clutter.
Advertising stands for the promotional activities that an organization undertakes for creating awareness of its products and services in the minds of the potential customers using various mediums like television, print media like newspapers, radio, bill boards etc. It is mentioned that though advertising activities are undertaken similarly at all countries by organizations but still there is a need for certain unique marketing actions that provides for the excellent advertising at that country which is different from other countries. This fact could be explained by stating that an organization when markets and advertises its products in the local as well as foreign countries tries to undertake promotional activities that are excellently suitable to the audience and environment of that country. And, the major types of advertising activities undertaken by companies are quite similar to each other wherein use of print and digital mediums is taken as priority. But still there exists certain uniqueness in every country calling for unique marketing and advertising activities that cater to the needs, habits, attitudes, perceptions, religious beliefs of the population of a particular country. Like, in IND Country, people believe cow to be sacred and slaughtering of cows is something that is not allowed by their religion. In this scenario, the fast food chain using cow's meat cannot advertise and sell its product in this country as this will hurt the sentiments of the people and thereby this product and ad will be completely boycotted from the country. This way advertising activities will largely be similar in all countries with certain amount of uniqueness in them catering the needs of particular and each country.
Advertising stands for the promotional activities that an organization undertakes for creating awareness of its products and services in the minds of the potential customers using various mediums like television, print media like newspapers, radio, bill boards etc. It is mentioned that greatest export of AM Country is its advertising. This could be explained by stating that this country largely focuses upon the advertising activities of its products and services that are introduced not only at the national level but also at international platforms. The kind of advertising schemes and plots that AM Country launches internationally provides great response towards the needs of the people at foreign countries which makes the products and services advertised quite in demand at foreign nations. Thus, it could be concluded that AM Country believes in making great exposure for its products and services at the time they are launched at world level in different countries. This makes the product highly recognized and exposed towards the people around the world giving positive response to the advertising and purchasing the advertised products making the advertisings of AM Country its greatest exports.