Transcript
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Chapter 16: Integrated marketing communications and international advertising.

Global advertising and the communication process

International communications may fail for a variety of reasons: A message may not get through because of media inadequacy, the message may be received by the intended audience but not be understood because of different cultural interpretations, or the message may reach the intended audience and be understood but have not effect because the marketer did not correctly assess the needs and wants or the thinking processes of the target market.

Quốc tế truyền thông có thể thất bại vì nhiều lý do: Một tin nhắn không thể có được thông qua do thiếu phương tiện truyền thông, tin nhắn có thể được nhận bởi các đối tượng dự định nhưng không hiểu vì giải thích khác nhau về văn hóa, hoặc các tin nhắn có thể tiếp cận đối tượng dự định và được hiểu nhưng không hiệu quả bởi vì các nhà tiếp thị đã không đánh giá đúng nhu cầu và mong muốn hay suy nghĩ các quá trình của các thị trường mục tiêu.

The international communications process consists of the following seven steps:

1. An information source: An international marketing executive with a product message to communicate. Một điều hành tiếp thị quốc tế với một thông điệp sản phẩm để giao tiếp.

2. Encoding: The message from the source converted into effective symbolism for transmission to a receiver. Thông điệp từ nguồn chuyển đổi thành biểu tượng có hiệu quả để truyền đến người nhận.

3. A message channel: The sales force and/ or advertising media that convey the encoded message to the intended receiver. Các lực lượng bán hàng và / hoặc các phương tiện quảng cáo truyền tải thông điệp được mã hóa để người nhận định.

4. Decoding: The interpretation by the receiver of the symbolism transmitted from the information source. Việc giải thích của người nhận biểu tượng này truyền từ các nguồn thông tin.

5. Receiver: Consumer action by those who receive the message and are the target for the thought transmitted. Người tiêu dùng hành động của những người nhận được tin nhắn và được các mục tiêu cho các tư tưởng truyền đi.

6. Feedback: Information about the effectiveness of the message that flows from the receiver (the intended target) back to the information source for evaluation of the effectiveness of the process. Thông tin về hiệu quả của thông điệp rằng chảy từ người nhận (các mục tiêu dự định) trở lại với nguồn thông tin để đánh giá hiệu quả của quá trình.

7. Noise: Uncontrollable and unpredictable influences such as competitive activities and confusion that detract from the process and affect any or all of the other six steps. Không

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kiểm soát được và không thể đoán trước ảnh hưởng như các hoạt động cạnh tranh và sự nhầm lẫn đó làm giảm quá trình này và ảnh hưởng đến bất kỳ hoặc tất cả sáu bước khác.

The process is not as simple as just sending a message via a medium to a receiver and bring certain that the intended message sent is the same one perceived by the receiver. Quá trình này không đơn giản như chỉ cần gửi một tin nhắn thông qua một phương tiện để tiếp nhận và đang được chắc chắn rằng thư dành gửi là cùng một cảm nhận của người nhận.

1.The information source is a marketer with a product to sell to a specific target market. The product message to be conveyed should reflect the needs and wants of the target market; however, often the actual market needs and the marketer’s perception of them do not coincide. Các nguồn thông tin là một nhà tiếp thị với một sản phẩm để bán cho một thị trường mục tiêu cụ thể. Thông điệp sản phẩm sẽ được chuyển tải phải phản ánh nhu cầu và mong muốn của các thị trường mục tiêu, tuy nhiên, thường được nhu cầu thị trường thực tế và nhận thức của tiếp thị của họ không trùng.ex:

2. The encoding step causes problems even with a “proper” message. At this step such factors as color, timing, values, beliefs, humor, tastes, and appropriateness of spokespersons can cause the international marketer to symbolize the message incorrectly. Bước mã hóa gây ra vấn đề ngay cả với một tin nhắn "thích hợp". Tại bước này các yếu tố như màu sắc, thời gian, giá trị, niềm tin, sự hài hước, thị hiếu, và phù hợp của người phát ngôn có thể gây ra các nhà tiếp thị quốc tế để tượng trưng cho tin không chính xác.

Ex: the marketer wants the product to convey coolness so the color green is used; however, people in the tropics might decode green as dangerous or associate it with disease. tiếp thị sản phẩm muốn truyền tải lạnh nên các màu xanh lá cây màu sắc được sử dụng, tuy nhiên, người dân ở các vùng nhiệt đới có thể giải mã màu xanh lá cây là nguy hiểm hoặc liên kết nó với bệnh tật.3.Problems of literacy, media availability, and types of media create problems in the communications process at the encoding step. Message channel must be carefully selected if an encoded message is to reach the consumer. Errors such as using television as a medium when only a small percentage of an intended market is exposed to TV, or using print media for a channel of communications when the majority of the intended users cannot read or do not read the language in the medium, are examples of ineffective media channel selection in the communication process.

Vấn đề của biết chữ, có phương tiện truyền thông, và các loại phương tiện truyền thông tạo ra vấn đề trong quá trình truyền thông tại các bước mã hóa. kênh tin nhắn phải được lựa chọn cẩn thận nếu một thông điệp được mã hóa là để tiếp cận người tiêu dùng. Lỗi như sử dụng truyền hình như một phương tiện khi chỉ có một tỷ lệ nhỏ của một thị trường dự định tiếp xúc với truyền hình, hoặc bằng cách sử dụng phương tiện truyền thông in cho một kênh truyền thông khi đa số người sử dụng dự định không đọc được hoặc không đọc được ngôn ngữ trong môi trường, là ví dụ về lựa chọn kênh truyền thông hiệu quả trong quá trình giao tiếp.

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4. Decoding problems are generally created by improper encoding, which caused such errors as Pepsi’s “Come Alive” slogan being decoded as “Come out of the grave”.

5. Errors at the receiver end of the process generally result from a combination of factors: an improper message resulting from incorrect knowledge of use pattern, poor encoding producing a meaningless message, poor media selection that does not get the message to the receiver, or inaccurate decoding by the receiver so that the message is garbled or incorrect. Lỗi ở phần cuối của quá trình thu thường là kết quả của một sự kết hợp của các yếu tố: một thông báo không đúng kết quả của kiến thức không chính xác của mô hình sử dụng, người nghèo sản xuất mã hóa tin nhắn vô nghĩa, người nghèo lựa chọn phương tiện truyền thông mà không nhận được thông báo cho người nhận, hoặc không chính xác giải mã của người nhận để thông báo là bị cắt xén hoặc không chính xác.

6. The feedback step of the communications process is important as a check on the effectiveness of other steps. Companies that do not measure their communications efforts are apt to allow errors of source, encoding, media selection, decoding, or receiver to continue longer than necessary. In fact, a proper feedback system (ad testing) allows a company to correct errors before substantial damage occurs. Bước phản hồi của quá trình truyền thông là quan trọng như là một kiểm tra về hiệu quả của các bước khác. Các công ty không đánh giá những nỗ lực truyền thông của họ có khuynh hướng cho phép các lỗi của nguồn, mã hóa, lựa chọn phương tiện truyền thông, giải mã, hoặc tiếp nhận để tiếp tục lâu hơn cần thiết. Trong thực tế, một hệ thống phản hồi thích hợp (quảng cáo thử nghiệm) cho phép một công ty để sửa lỗi trước khi xảy ra thiệt hại đáng kể.

7. Noise comprises all other external influences, such as competitive advertising, other sales personnel, and confusion at the receiving end, that can detract from the ultimate effectiveness of the communication. Noise is a disruptive force interfering with the process at any step and is frequently beyond the control of the sender or the receiver. Tiếng ồn bao gồm tất cả các ảnh hưởng bên ngoài khác, chẳng hạn như quảng cáo cạnh tranh, doanh số bán hàng khác người, và sự nhầm lẫn ở các đầu tiếp nhận, có thể làm giảm hiệu quả cuối cùng của truyền thông. Tiếng ồn là một lực lượng gây rối cản trở quá trình này ở bước nào và thường vượt quá sự kiểm soát của người gửi hoặc nhận.

=> In developing advertising message, the international marketer can effectively use this model as a guide to help ensure that all potential constraints and problems are considered so that the final communication received and the action taken correspond with the intend of the source. Trong việc phát triển thông điệp quảng cáo, các nhà tiếp thị quốc tế hiệu quả có thể sử dụng mô hình này như một hướng dẫn để giúp đảm bảo rằng tất cả các hạn chế tiềm năng và các vấn đề được coi là để các thông tin liên lạc cuối cùng nhận được và các hành động tương ứng với ý định của nguồn.

Legal constraints ( nhung su cuong che phap ly)

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1. Advertising campaigns must comply with legal regulations around the world.(chien dich quang cao phai tuan thu theo nhung qui tac phap ly tren khap the gioi)

So, as a international marketing manager we have to study about the legal regulation on advertising. Laws that control comparative advertising vary from country to country. Some thing will be accepted in this country but unaccepted in other.

For example: in Germany, it is illegal to use any comparative terminology; you can be sued (kien) by a competitor if you do. Belgium and Luxembourg explicitly ban comparative advertising whereas it is clearly authorized in the UK, Ireland, Spain, and Portugal. The directive covering comparative advertising allows implicit comparisons that do not name competitor, but bans explicit comparisons between named products.

2. Comparative advertising is heavily regulated in other parts of the world (quang cao canh tranh phai duoc dieu chinh theo moi phan khac nhau tren the gioi). Because of the deference among deference country.

For example:

In Asia, an advertisement showing chimps choosing Pepsi over Coke was banned from most satellite TV, the phrase “the leading cola” was accepted only in the Philippines.

An Indian court ordered Lever to cease claiming that its New Pepsodent tooth – past was “102 % better” than the leading brand. Colgate, the leading brand, was never mentioned in the advertisement, although a model was shown mouthing the word “Colgate” and the image was accompanied by a “ting” sound recognized in all Colgate ads as the ring of confidence. Banning explicit comparisons rules out an effective advertising approach heavily used by US. Companies at home and in other countries where it is permitted,

3. A variety of restrictions on advertising of pharmaceuticals is restricted in many countries.For example, critics in Canada complain that laws there haven’t been revised in 50 years and rendered obsolete by the advent of TV and more recent the Internet. Toy, tobacco, and liquor advertising is restricted in numerous countries. The French government until recently forbade TV ads for retailers, publishing, cinema and the press.

4. Advertising on TV is strictly controlled in many countries.For example: in Germany, commercials must be spaced at least 20 minutes apart and total ad time may not exceed 12 minutes per hour. Commercial stations in UK are limited to 7 minutes per hour.

Linguistic limitation

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Language is one of the major barriers to effective communication through advertising .The problem involves different languages of different country , different language or dialect within one country and the problem of linguistic nuance and vernacular . Beside that , language is the matter of cultural pride and preservation and France is the best example

Careless handling of language will create problem in all country .For example

Chrysler corporation translated its US theme that advertised “Dart is power “to Spanish the phrase implied that buyers sought but lacked sexual vigor and some another example in the slide ….

Language raise innumerable barriers that impede effective – idiomatic translation and thereby hamper communication .Communication is impeded by the great diversity of cultural heritage and education that exist within country and which causes varying interpretation of even single sentences or simple concept.

In addition to translation challenges , low literacy in many country impede communication and call for greater creativity and use of verbal media .Multiple languages within a country or advertising area pose another problem for the advertiser.

CONSTRAINTS TO ADVERTISING CAMPAIGNS

There are many problems in communicating a firm’s product offerings to its various . target markets around the world. Some of these include:

Cultural Diversity:

The problems associated with communicating to people in diverse cultures present one of the great creative challenges in advertising.

Communication is more difficult because cultural factors largely determine the way various phenomena are perceived. If the perceptual framework is different, perception of the message itself differs.

Example: case study in take care of health

Cupping is a method where a partial vacuum is created in a cupping jar, usually by means of heat, which is then applied directly to the skin. The underlying tissue is drawn up into the jar forming an area of blood stasis.1,2The famous Taoist alchemist and herbalist, Ge Hong (281–341 A.D.) recorded the earliest evidence of cupping. He wrote: A Handbook of Prescriptions for Emergencies and described the technique in great detail. More recently during the Qing Dynasty, Zhao Xuemin wrote: Supplement to Outline of Materia Medica, and included an entire chapter on “fire jar qi” or cupping. He emphasized the value of cupping in treating headaches, dizziness, and abdominal pain. Last Fall, I saw a 37-year-old male Chinese immigrant. The physical was going as most exams go until the patient took his shirt off. What I saw made me take several steps back. All over the man's back and chest were 2-inch perfectly-round bruises. I estimated at least 30-35 on his back and about 20 on his chest. I didn't know what to think. I struggled to keep a non-descript face although

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I thought I was looking at leprosy or perhaps a type of cancer. My face must have belied my thoughts as the patient's wife spoke up, describing what the circles were and what cupping was. She didn't seem impressed that her husband was still practicing ancient Chinese medicine. She said that cupping made her husband feel better and that he swore by the treatment, although she wished he would stop the practice and get a regular Western practitioner for his medical care and treatment. Since our first office visit and physical, I have seen the man 3 times. Each time he was treated by his Taoist first, before his wife insisted he come to see me. On each occasion, I have called the patient one week after each visit to see how he was doing. Each time the patient has stated that he felt great and was glad that his wife allowed him to see me. Still, he insists that the cupping has aided the Western medicine. I tell him every time that I'm glad he has more than one type of treatment to rely on and that he is always welcome in the office.Cultural diversity is a mainstay in the role of the nurse practitioner. Understanding traditions and methods of Eastern medicine assists me in providing balanced, unbiased care.

Media limitations:

The limitations on creative strategy imposed by media may diminish the role of advertising in the promotional program and may force marketers to emphasize other elements of the promotional mix.

In some underdeveloped countries, there is a shortage of advertising media such as radio stations, print media (newspapers, magazines), and television stations, cable TV, and satellite TV. For example: In some African countries, advertisers run boats up and down the rivers playing popular music and broadcasting commercials into rural areas as they travel.

Production and cost limitations:

Creativity is especially important when a budget is small or where there are severe production limitations, such as poor-quality printing and a lack of high-grade paper.

For example: Newsprint is of such low quality in China that a color advertising used by Kodak is not an option. So, Kodak’s solution was to print a single-sheet color insert as a newspaper supplement.

The necessity for low-cost reproduction in small markets poses another problem in many countries. For example: In Egypt, static-filled television and poor-quality billboards led companies such as Coca-Cola and Nestle to place their advertisements on the sails of feluccas, boats that sail along the Nile. Feluccas, with their triangle sails, have been used to transport goods since the time of the pharaohs and serve as an effective alternative to attract attention to company names and logos.

Felucca: name of the traditional boat of Egypt

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Coverage:

Closely akin to the cost dilemma is the problem of coverage. Two points are important: One relates to the difficulty of reaching certain sectors of the population with advertising, the other to lack of information on coverage. In many marketplaces, a wide variety of media must be used to reach the majority of the markets.

Because of the lack of adequate coverage by any single medium in Eastern European countries, it’s necessary for companies to resort to a multimedia approach. EX, in Czech tv advertising rate are high, and lack of available primetime spots forced companies to use billboard advertising.

Lack of market data:

Verification of circulation or coverage figures is difficult task. Ex: in china, surveys of habits and market penetration are available only for cities of Beijing, shanghai, Guangzhou. Radio and tv audiences are always difficult to measure, but at least in most countries, geographic coverage is known.

Lack of available market data seems to characterize most international markets, advertisers need information on income, age, geographic distribution but such basic data seem chronically elusive except in the largest markets.

Direct mail

Direct mail includes advertising circulars, catalogs, free trial CDs, pre-approved credit card applications, and other unsolicited merchandising invitations delivered by mail or to homes and businesses, or delivered to consumers' mailboxes by delivery services other than the Post Office. Direct mail is a viable medium in an increasing number of countries. It is especially important when other media are not available. As is often the case in international marketing, even such a fundamental medium is subject to some odd and novel quirks. But there is disadvantage when

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using direct mail such as: even if direct mail is available, it may not work due to high illiteracy rates in some countries.

( o day Ngoc muon vi du 1 cau chuyen cuoi la : co 1 doanh nghiep san xuat thuc pham cho em be nhung khi nguoi ta quang cao tiep thi bang to roi o 1 nuoc Chau Phi thi da phan nhung nguoi o Chau phi deu khong biet chu, nen khi to roi phat ra thi tren to roi nguoi doc se nhin thay 1 dia thit duoc cat lat voi day du rau qua nhung ben canh do la 1 hinh tron de hinh em be va ben duoi la dong chu huong dan cach su dung. Ket qua la san pham do bi tay chay o nuoc do vi nguoi dan lam tuong hop thuc an do la lam tu thit em be) do do neu chuyen qua su dung internet lam phuong tien quang cao thi se co hinh anh sinh dong cong voi huong dan cu the hon cho nhung nguoi du khong biet chu nhung nguoi ta van co the hieu duoc.

The Internet

Though still evolving, the Internet is emerging as a viable medium for advertising and should be included as one of the media in a company’s possible media mix. Its use in business-to-business communications and promotion via catalogs and product decriptions is rapidly gaining in popularity. Because a large number of business have access to the Internet, the Internet can reach a large portion of business-to-business market.

Although limited in its penetration of household, the Internet is used by a growing number of companies as an advertising medium for con sumer goods. Many consumer goods companies have e-stores, and use the Internet as an advertising medium to stimulate sales in retail outlets.

Though advertising via the internet is fast increasing, the WWW is not widely available in many countries where coputers are considered expensive. Also, serious internet advertisers or e-marketers need to be more effective in communicating the existence of their internet sites via orther advertising media. For example the european business news channel offers a cross-media program that includes TV spots and the advertiser's ad banner on the EB Interactive page for $15000 a quarter.