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Unit 4: Global Advertising & Exporting

According to American Marketing Association Advertising is any paid form


of non-personal presentation of ideas, goods or services by an identified
sponsor.
Components of Global Advertising:
1. Strategy.
2. Organization.

3. Media.
4. Message creative.

5. Reasons for Global advertising:


1.
2.
3.
4.

Limited opportunities.
Low economies of Scale.
Changing social aspirations.
Barriers

5.
6.
7.
8.

Growth of international media


Amortized the expense.
Company image.
Simplification of coordination.

9. Decision areas in Global Advertising:


1.
2.
3.
4.

Global Advertising Objectives


Targeting issues.
Positioning the Global Brand.
Setting the budget.

5. Executing the international


campaign.
6. Organizing for the
international campaign.

7. Global Media for advertising:


1. Indoor Media.
a. Television
b. Radio
c. News papers

d. Magazines
e. Screen
f. Internet

2. Outdoor Advertising Media.


a.
b.
c.
d.

Billboard.
Posters
Railway stations
Vehicular advertising

e.
f.
g.
h.

Field signs
Electric light signs
Neon signs
Mobile billboards

3. Other advertising media.


a. Yellow pages advertising.
b. Rural media
c. Stadium

d. Place-based media.
e. Kiosks

f. Strategic implications of Global advertising:


1.
2.
3.
4.
8.

Advertising exposure.
Awareness
Knowledge
Liking/attitude

5. Preference
6. Trail
7. Repeat purchase/loyalty

9.
10.
11.

Global advertising Plan/Program

12.
13.
14.
15.
16.
17.
18.
19.

Step 1: Reviewing the Marketing Plan.


Step-2: Analysing the Companys internal and external situations.
Step-3: setting Advertising Objectives.
Step-4: Developing and executing creative strategy.
Step-5: Developing and executing Media strategy.
Step-6: evaluating advertising Effectiveness.

1.
2.
3.
4.

Impact of Laws and regulations in Global Advertising.

Tailored Messages.
Content-specific regulations
Advertising restrictions
Seller centric advertising

5. Language laws
6. Other restrictions on
advertising.

7. Advantages and Dis advantages of Global Advertising:


1. Cost advantage.
2. Global markets.
3. Global products and Brands
8. Challenges to successful Global advertising:
1. Language.
2. Colour.
3. Challenges of the cultural
barrier.
4. Media unavailability
5. Legal restrictions.
12.
13.

6. Literacy.
7. Gestures.
8. Original national identity.
9. Different price structures.
10.Competition.
11.Non-global names.

MULTINATIONAL SALES MANAGEMENT

Qualities of the Global Sales force.

1. Cultural adaptability.
2. Physical fitness.
3. Knowledge.

4. Decision-making ability.
5. Language.

6. Global sales management practices


1. Recruitment of sales personnel
2. Selection of sales personnel
3. Training and development of
sales personnel

4. Sales incentives ad
compensation

5. Types of expatriate assignments:


1. Short-term assignments
2. Developmental assignments

3. Strategic assignments
4. Long-term assignments

5.
6.
7. Factors affecting selection of expatriate managers
1. Technical competence/ability
2. Adaptiveness
3. Leadership ability

4. Cross-cultural ability
5. Family requirements

6. Objectives sales promotion


1. To introduce new products
2. To attract new customers
3. To introduce resent customers
to buy more
4. To help firm remain
competitive
5. To increase sales in off season
11.

6. To increase the inventories of


business buyers
7. To develop patronage habits
among customers
8. To educate customers
9. To stimulate sales
10.To facilitate coordination.

Adaption of sales promotion in global markets

1. Global campaigns
2. Modular campaigns

3. Local campaigns

4. Methods / devices of sales promotion


1. Consumer perception
2. Middle men promotion

3. Sales force promotion

4. Advantages of sales promotion


1. Advantages to Businessmen:
a. Helps in getting new
customers for existing
products
b. Helps in stimulating
middlemen

c. Helps in motivating
demand during off-season
d. Helps in motivating the
sales representatives
e. Helps I facing the
competition

2. Advantages to consumers:
a. Extra benefits
b. Information latest products

c. Helps in managing budgets

3. Advantage to society
a. Employment opportunities

b. Helpful for all sections

c. EXPORTING
d. Exporting procedure
I.

Registration stage

II.
III.
IV.

Pre-shipment stage
Shipment stage
Post-shipment stage
e.
f.
g. Exporting documentation

1.
2.
3.
4.
5.
6.
7.

Commercial invoice
Letter of credit
Shipping bill
Bill of lading
Combined transport document
Certificate of origin
Dock receipt and warehouse
receipt

17.

Benefits of exporting

1. Market diversification
2. Additional source of revenues
3. Use of excess production
capacity
4. Leverage on purchasing power
5. Business operations stability
11.

8. Insurance certificate
9. GR form
10.Bill of exchange
11.Marine insurance policy
12.Airway bill
13.Consular invoice
14.Inspection certification
15.Destination control statement
16.Export packing list

6. Product life cycle extensions


7. Product improvement
8. Lower unit costs
9. Economies of scale
10.Minimizing the effect of
seasonal fluctuations in sales

Limitations from exporting

1. Financial management efforts


2. Customer demand

3. Communication technologies
improvement
4. Management mistakes

5. Objectives of SEZ
1. Generate additional economic
activity
2. Promote domestic and foreign
investment

3. Create employment
4. Promote exports of goods and
services
5. Develop infrastructure.

6.
7.
8.
9.

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