Marketing Communications

Chapter 19 : Global Marketing Communications

Emergence of International Marketing

Less Demand in Domestic Markets
Decline in Profit Margins
Opening up of Economies
Growth of International Media

International Marketing Environment

The Economic Environment
The Demographic Environment
The Cultural Environment
The Legal and Regulatory Environment

Standardization Vs Adaptation

Advantages of Standardization
Challenges of Standardization
Glocalization

Development of an International Advertising Strategy

Message Strategy
Selection of Agency
Media Strategy

Other Promotional Elements in Global Marketing Communications

Sales Promotions
Personal Selling
Public Relations

Chapter Summary

Companies are increasingly entering foreign markets due to various factors. These include saturation in domestic markets, decreasing profit margins, advancements in technology, and proliferation of global media. The need for proper global marketing communications has risen, to promote their products in world markets.

In this chapter, we examined the various aspects involved in global marketing communication programs. First, we discussed the international marketing environment from a marketing communication perspective and then looked at various environmental factors that a company has to consider while designing its marketing communication programs.

Later, we emphasized the need for evaluating the pros and cons of standardization or globalization of advertising strategy and the adaptation i.e., localization of advertising strategy. We also examined the various key decisions that a company has to take while developing international advertising campaigns.

These include message strategy, selection of advertising agency and media decisions. Finally, we examined the other elements in the promotional mix such as sales promotions, personal selling and public relations in the international marketing context.

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