IBMgmt Transcript for Week 10 - HGU

GLOBAL BUSINESS:

Global Business consists of transactions that are devised and carried out across national borders to satisfy the objectives of individuals, companies, and organizations. These transactions take on various forms, which are often interrelated.Primary types of international business are import-export trade and foreign direct investment (FDI). The latter is carried out in varied forms, including wholly owned subsidiaries and joint ventures. Additional types of international business are licensing, franchising, and management contracts.

STAGES IN PROMOTIONAL CAMPAIGN PLANNING:

When planning a promotional campaign, need to keep in mind that a campaign generally consists of three desired outcomes:
- Promotional message reaches the intended and targeted audience. - Message is understood by the audience. - Message stimulates the recipients and they take action.

Seven Stages:
Determine the target audience
Determine campaign objectives
Determine the budget
Determine media strategy
Determine the message
Determine campaign approach
Determine campaign effectiveness

PLANNING PROMOTIONAL CAMPAIGNS:

Target Audience:
Cause related marketing.
Global image campaigns.
Research to determine multi-market target.


CAMPAIGN OBJECTIVES:

1. Global Objectives
- General guidelines and control for broad based campaigns.
2. Regional Objectives.
3. Local Objectives
- Specific and measurable targets (awareness, image, market share) for individual markets.


THE BUDGET:

1. The promotional budget links marketing objectives with media, message, and control decisions.
2. Acts as a control mechanism.


MEDIA STRATEGY:

1. Development of media schedule
a. Target audience characteristics
b. Campaign objectives
c. Budget.

2. Media vehicle chosen based on
a. Media availability in market.
b. Product or service offered.


PRODUCT INFLUENCES:

Product advertising restrictions
a. National consumer protection registration.
b. Advertiser’s responses.

AUDIENCE CHARACTERISTICS:

Strategy is to reach the intended target audience with the minimum of waste.
Media distribution.

GLOBAL MEDIA:

1. Print publications.
2. Pan-regional Radio and TV
3. Important global media characteristics
4. Advertisers in Global Media.