Lecture 4 internationalmarketingcommunications

International Marketing Communications: Globalisation / Cultural Diversity / Social Marketing Marketing Communications MSc Marketing Management (Lecture 4) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk Marke&ng Communica&ons 2016, Faculty of Management, BU

Global MC

Standar&sa&on • Economies of scale • The world – a ‘global village’, Interna;onal segment • Brand name hormonisa;on • Sponsorship – Global events

CoO

Video credit: hDps://www.youtube.com/watch?v=lNQCrxFV0cU

Emojis

Video credit: hDps://www.youtube.com/watch?v=HyA0QgNtvlE

Adapta&on • Language (Semio;cs) • Culture • Management • Socioeconomic factors • Technological Advancement • Ins;tu;onal factors (i.e. government regula;on) • Brand Status

Glocal • “Think global – Act Local” • Strategic mixturing • Integra;ng cultural differences into the Global Brand Por]olio

Please access this link and watch the video where Arthur Rubinfeld, president of global development, Starbucks in a conversa;on about ‘glocalisa;on’ at Sustainable Brands 2011: hDp://www.marke;ngmag.com.au/news/glocalisa;on-­‐ silly-­‐word-­‐but-­‐serious-­‐brand-­‐play-­‐by-­‐starbucks-­‐47028/ #.UwtRLkq8_Tp

Cross-­‐cultural Consumer Behavior – Impact of the Culture

Read the ar;cle further by accessing the link: hDp:// knowledge.wharton.upenn.ed u/ar;cle/the-­‐hazards-­‐of-­‐ celebrity-­‐endorsements-­‐in-­‐ the-­‐age-­‐of-­‐twiDer/

Video credit: hDps://www.youtube.com/watch?v=yIxA3o84syY#t=44

Some interes;ng links about ‘Made in USA/America the strongest Country of Origin claim’:

1. Coca Cola’s 2014 Super Bowl commercial hDp://www.youtube.com/watch?v=443Vy3I0gJs

2. Made In America is one of the key features of Ralph Lauren’s designed and manufactured US Olympic Team sports kit, this video brings to life the story of where and how the kit was sourced and made…: hDp://www.youtube.com/watch?v=z7BDDj_NBEQ#t=17

3. The Illinois-­‐based company prides itself on making products that are manufactured in the USA, by Americans with American materials, 2015 Super Bowl ad. hDps://www.youtube.com/watch?v=jBo6S6y2Imw

Media

Power of Social Media

Check the work of Cuban ar&st and crea&ve director Erik Ravelo

Interna;onal MC Tools • Packaging • Direct marke;ng • Adver;sing (Awareness about the brand) • Interna;onal PR -­‐ Sponsorship (Interest, involvement) • Personal selling (Act)

Social MC

Social Marke&ng: Selec&ng Communica&on Tools -­‐ Mass media channels (adverts, publicity, popular and entertainment media, governmental signage) -­‐ Selec;ve media channels (direct mail, flyers, brochures, posters, PR (special events), telemarke;ng, the Internet) -­‐ Personal media channels (SNSs, F2F mee;ngs and presenta;ons, workshops, seminars) Communica;on vehicles: TV, radio, press, Web, Mobile technologies, collabora;on (i.e. public art), product integra;on

♯LastSelfie

Further Reading Grein, A. F. and Gould, S. J., 1996. Globally integrated marke;ng communica;ons. Journal of Marke-ng Communica-ons, 2 (3), 141-­‐158.

Kale, S.H., 1991. Culture-­‐specific Marke;ng Communica;ons: An Analy;cal Approach. Interna-onal Marke-ng Review, 8 (2), 18-­‐30.

Kotler, P., 2011. Reinven;ng Marke;ng to Manage the Environmental Impera;ve. Journal of Marke-ng, 75 (4), 132-­‐135.

Waller, D.S., Deshpande, S., and Erdogan, B.F., 2013.

Offensiveness of Adver;sing with Violent Image Appeal: A Cross-­‐Cultural Study. Journal of Promo-on Management, 19 (4), 400-­‐417.