DAGMAR Model for Setting Advertisement Objectives after Russel Colley

Topic 8. International Marketing Communication

Communication policy in the international marketing system

Promotion – is the procces of communication between the company that sells the product and potential customer with the purpose of influencing the behaviour.

Primary role of IMC – evaluate the communication needs and wants of the buyer, based on the information.

Elements of ICProcess:-Sender(Company with product or service), Encoding(Massage translated into market language), Massage channel(Mass media), Receiver(Potential customer)

Communication Channel- medium between massage is transmitted to the audience.

Total Marketing Commun Mix consist of communication tools that company used to achieve marketing objectives.

Intern advertising activity

Communication Tools:

Advertising( Newspapers, Radio, Magazines, TV), Public relations( Annual reports, House magazines, Events, Lobbying), Personal selling( Sales presentation, trade exhibitions),Direct marketing(mail, internet).

The major international advertising decisions:

-Objective setting(sales goals)

-Budget decisions(percentage of sales, competitive approach)

-Message decisions(standartization,adaptation)

-Media decisions

-Agency selection

-Advertising evaluation(Communication impact,sales impact)

Advertising- form of non-personal presentation and promotion of ideas, goods, by identified sponsor(include business firm,non profit government firms)

Advertising objectives: - Increasing sales from existing customers, maintain brand loyalty, stimulate impulse purchase. – Obtaining new customers by increasing customer awareness to the product and improve the firm image.

Communication channel selection on the FM

DAGMAR Model for Setting Advertisement Objectives after Russel Colley

Awareness – is necessary before purchase will be made. Conviction- belief that the product is superior to others in category. Comprehensive – customers are needed in information and knowledge about product, how to use. Action – buyers need help to transfer thoughts into behavior by providing free call number, web sites, cards, sales.

Budget Approaches:*Affordable method(set the promotion budget that company can afford) *Competitive parity(company set the budget by looking at competitors and match their amount) *Percentage of sales methods(set the budget as percentage of their past and expected sales revenue. *Objective and task methods(base on the overall cost of fulfilling the company’s objectives, brand awareness.

International Budgeting Approaches- the bottom up planning, the top-down budgeting, the regional angle

Message creation stages: - content(what to say), structure(how to say), format(symbolically)

Media planning – involves the determination of advertising objectives, strategies, tactics to be used by clients.

Media plan –involve statement of objectives, types of advert media, amount of recources, time schedule, target market.

Media Mix – specific combination of advert media(magazines,newspapers,television) used by particular advertiser.

Criteria for Media Selection on the Foreign Markets: 1.Reach(total number of people in target market exposed to at least one advertisement in a given time period. 2. Exposure (opportunity for viewer to see/hear the advert massage in media vehicle. 3. Frequency(number of times within given time period that each potential customer is exposed to the same advertising). 4. Gross Rating Point (measure of total amount of advert exposures produced by specific media vechicle. GRP= Reach*Frequency

Strategies of through Advertising Capaigns Extension-Adjustment (Standardization/Adaptation):-Complete, Symbolic, Literal extension, Complete, Literal, Symbolic, Simple adjustment.

Tools of International Advertising Coordination: Cooperative advertising (monetary incentives), Advertising manuals (materials),Lead-country concept, Global or pan-regional meetings.

Factors, influencing Advertising Agency Selection for International Advertising Campaigns: Market coverage, Quality of coverage, Expertise in central international campaigns, Quality of

support services, The image the company (local versus global), Size of the agency, Issues of conflicting account

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