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PROMOTIONSTRATEGIES:
ADVERTISING
Prepared By:Pradeep Thomas (1430)
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ROLE OF ADVERTISING
Advertising provides vital information to
consumers
Different attitudes in different countries
towards advertising
As a country becomes more industrialized,
level of advertising expense also increases
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PATTERNS OF ADVERTISING
EXPENDITURES
Advertising expense vary widely from industry
to industry
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ADVERTISING AND
REGULATIONS
Availability of media
Regulated by a local organisation
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ADVERTISING MEDIA:
Television
Available everywhere
Use of shorter commercials
Purchase of TV time well in advance
Technological changes in television
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ADVERTISING MEDIA: Radio
Only true national medium in many countries
Purchase of air time in many countries radio
Problems
Availability of radio network
Clutter
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ADVERTISING MEDIA:
Newspapers
Most commonly accessed medium
Subscribed in language-wise and region-wise
Problems
Availability of space
Expensive to reach the entire market
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ADVERTISING MEDIA:
Newspapers
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ADVERTISING MEDIA:
Magazines
Various segments of magazines
Problems:
Duplication
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ADVERTISING MEDIA:
Magazines
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ADVERTISING MEDIA:
Outdoor
Posters, billboards, painted bulletins, roadside
signs, etc.
Low cost option
New technologies such as backlighting, digital
billboards, projections, etc.
Illustration should be large and words should
be minimum
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ADVERTISING MEDIA: Screen
Captive audience
Problems
Resentment
Consumers behavior
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ADVERTISING MEDIA:
Directories
Books that provide listings of people,
information and institutions
Online portals
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ADVERTISING MEDIA: Rural
Media
Use of traditional media
Playing of recorded music, arranging of
festival advertising, outdoor movies, etc.
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ADVERTISING MEDIA:
Stadium
More targeted at television viewers
Use of logos or brief advertising messages
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ADVERTISING MEDIA: Other
Media
Advertising Specialties
Internet
Use of perfect Media Mix
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STANDARDIZED
INTERNATIONAL MARKETING
Standard advertising
Three schools of thought
Standardization
Individualization
Compromise
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AND PROMOTION
STRATEGIES One product, one message, worldwide Product extension-communication adaptation
Product adaptation-communication extension
Dual adaptation
Product invention
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STANDARDISED ADVRTISING
Feasibility
Common problems
Literacy
Local regulations
Agency availability
Desirability
Common problemsCost savings
Consumer homogeneity
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GLOBAL Vs. LOCAL
ADVERTISING
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DECISION MAKING
FRAMEWORKCriterion 1:
Identification
Criterion 1:Selectivity
Criterion 1:Response
Criterion 1:Size
Criterion 1:Cost/Profit
NOSTANDARDIZATION
MARKET
SEGMENTATION
LOCALISATION
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STANDARDIZED
INTERNATIONAL MARKETING
Global Advertising
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ACKNOWLEDGEMENT