International Advertising and Sales Strategies

Posted on Feb 28, 2025 in Other subjects

Framework for International Promotion

Sales promotion with cultural uniqueness:

  • Study the target market.
  • Determine the extent of standardization.
  • Set the promotional mix.
  • Develop the message.
  • Select effective media.
  • Establish a control mechanism.

International Advertising

Intense competition leads to sophistication. Seek greater control and efficiency.

Difference between:

  • Multi-domestic markets: Markets are culturally different.
  • Global marketing strategy: Standardize where similarities exist but adapt where culturally required.

Pattern advertising: Plan globally, act locally. Standard message – allowing a degree of modification. International advertising and world brands. The idea of complete global standardization is a myth.

Pan-European Advertising

Harmony in brand names – markets exposed to multiple ad messages.

International Market Segmentation

Companies first have to identify market segments and then create a promotional strategy.

International Advertising & Communication

International communication may fail for several reasons:

  • Media inadequacy.
  • Message received but the audience didn’t understand due to cultural interpretations.
  • Message reaches the target audience and is understood but has no effect because the marketer didn’t assess needs and wants.

Communication Process

Seven segments that affect accuracy:

  1. Information source.
  2. Encoding.
  3. A message channel.
  4. Decoding.
  5. Receiver.
  6. Feedback.
  7. Noise.

Challenges of International Advertising

  • Legal and tax considerations.
  • Language limitations.
  • Cultural diversity.
  • Production and cost limitations.

Media Planning and Analysis

Tactical considerations:

  • Availability.
  • Cost.
  • Coverage.
  • Lack of market data.

Specific media information:

  • Newspaper.
  • Magazines.
  • Radio and TV.
  • Satellite and cable.
  • Direct mail.
  • Other media.

Sales Promotion

Activities to attract consumers and promote products.

International Control of Advertising

  • Deception.
  • Cultural interpretations.

Selling in International Markets

  • Relationship-centered.
  • Deal-centered.
  • Negotiation skills.
  • Recognize the customer’s needs.
  • Personality.

Components of Personal Selling: Content, style, and compatibility.

Effectiveness Influenced By:

  • Nature of the salesperson.
  • Behavior of the salesperson.
  • Resources of the salesperson.
  • Nature of the customer’s buying task.

Selling Sequence

  1. Self-appraisal.
  2. Impression formation.
  3. Discrepancy.
  4. Strategy formulation.
  5. Transmission.
  6. Evaluation.
  7. Adjustment.

Nuances of Cross-Cultural Communication

Five rules when selling abroad:

  1. Be prepared.
  2. Slow down.
  3. Develop relationships before getting down to business.
  4. Learn the language.
  5. Respect the culture.

Recruitment of an International Sales Force

  • Expatriates.
  • Local nationals.
  • Third-country nationals.
  • Host country restrictions.

Selecting an international sales force, training, and motivating.

Cross-Cultural Negotiation

Long-term buyer-seller relationship.

Three stages:

  1. Pre-negotiation.
  2. Face-to-face negotiation (know-how, experience, common sense).
  3. Post-negotiation stage.

Two more dimensions of negotiation:

  • Strategy factors: Formal vs. informal, argumentative vs. informative.
  • Cultural factors: Emphasis on personal relationships, collectivism, or individualism.