$4.$ Implementing Global Non$-$Advertising Promotional Tools

Implementing Global Non$-$Advertising Promotional Tools

This activity is important because it shows that when marketers expand into the global arena, most typically the primary element of the IMC tool kit is advertising. However, since other elements of the promotional mix are often integral elements in the domestic market, it is logical to use them in the foreign market as well. Adapting the advertising message and media options globally is complex. Using sales promotion elements, digital media, and PR in multiple foreign markets is even more complex.

The goal of this activity is to demonstrate that, due to differences in the cultures, laws, and economic infrastructure, implementing these non$-$advertising tools need to be carefully evaluated as to the degree to which they can be globalized or if complete localization is warranted.

Match the correct issue the IMC manager might encounter in implementation of non$-$advertising tools in the foreign market with the following descriptions.

Regulations Targeting the Media and Governments Stage of Economic Development Government Restrictions Consumer Attitudes and Shopping Behaviors Stage in the Product Life Cycle

Match each of the options above to the items below.

While the brand is often in maturity domestically when the firm expands globally, the new foreign market will generally be in an earlier phase. Consequently, it will require very different objectives such as Awareness or Interest not Purchase or Repurchase as it is domestically. Different promotions such as sampling might be required in the foreign market to induce trial.

No answer

Domestically, the firm typically does not have to develop PR messages and campaigns to all the same targets that might be necessary in the foreign host market. Often, to avoid negative press and opposition from local and federal officials and the closely aligned press, the brand needs to develop an aggressive publicity campaign to assuage their fears.

No answer

McDonald$$s has been very successful with its Monopoly game in the United States. While the game is implemented globally, there are quite different rules about how the sweepstakes can occur. In some countries, the game is prohibited and in others, it is limited in how generous the rewards can be$.$

No answer

Coupons are well understood in the United States but have to be adapted or not included at all in many less$-$developed countries for quite different reasons. The infrastructure to disseminate coupons and reimburse the retailers is simply not sufficiently sophisticated to operationalize coupons, and, consequently, many retailers reject them.

No answer

Social media is growing exponentially globally, but marketers can encounter infrastructure issues in many host countries. In the second largest market in the world, the government has complete control of all digital marketing and does not permit many of the firms with the largest market shares elsewhere.

No answer

Shopping and consuming are very culturally$-$specific behaviors and vary significantly across the globe. While American and Chinese consumers are fairly price$-$sensitive and enjoy consumer premiums and price premiums, Japanese shoppers are very reluctant to buy on special. They assume if it is on sale or price$-$reduced, no one else wanted it and neither do they.

No answer