International promotion and advertising
5 important questions on International promotion and advertising
What are the 3 categories of advertisements ?
Affective / feel : generate emotions associated to the product -> British Airways
Conative / do : push consumers to by (price, discount...) -> South West
What should you consider when doing media planning ? (6 elements)
- Cost
- Coverage : ability to reach the target
- Coherence
- Memorization level : 75% film/cinema, 17% tv, 11% internet, 5% radio
- Budget
What is the multiplier effect ?
The combined impact of using two or more channels is stronger than using one channel alone :
- Increases the frequency
- Allows to reach different targets
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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When is standardization strategy relevant regarding advertising ? (3 points)
- Low cultural differences
- Not enough financial resources to adapt
When is adaptation strategy relevant regarding advertising ? (4 points in total)
- when new product created
- legal and tax considerations (alcohol, tobacco)
- cultural diversity: acceptable or not (Ikea: women in pyjama in middle eastern countries)
At execution level:
- language limitation
- local actors
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
