International Marketing Communication
- Index
 Global reach |
| Don E Schultz, Philip J Kitchen. Adweek. (Eastern edition). New York: Oct 30, 2000.Vol.41, Iss. 44; pg. 51, 8 pgs |
When Marshall McLuhan stated that television was creating a global village, it was just the beginning of a communication explosion. As power in the global marketplace shifts from manufacturer to end-user, the very nature of communication has changed-dramatically. In Communicating Globally, best-selling business author Don Schultz and Philip Kitchen, an esteemed United Kingdom writer and scholar, suggest that today's successful global organization must consider communications as a strategic management tool, viewed in terms of investment and return
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Why global firms need local
media |
| Colin Grimshaw. Marketing. London: May 15, 2003. pg. 27 |
| Abstract (Article Summary) |
| The history of global marketing is littered with legendary disasters. Communicating with an international audience comprising different languages, cultures and degrees of marketing receptivity is fraught with all manner of potential pitfalls. Matching the branding and creative execution to regional tastes is only the first problem. Planning and buying a campaign can require the organisation and local intelligence of a military strategist, not to mention the tact of an international diplomat. The key to success in any media campaign lies in clear communication between client and agency, but it is even more crucial in international marketing. |
| SPECIAL REPORT OVERSEAS MEDIA: |
| Marketing Week. London: Jun 19, 2003. pg. P.35 |
| As advertising becomes increasingly globalised, so too do ad campaigns. However, cultural and linguistic differences mean that what works in one country may not necessarily work in another |
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Overseas Media: One ad one world? |
| Marketing Week. London: Jun 20, 2002. pg. P.51 |
| Bringing all the elements together in an international marketing campaign involves months of careful planning. So it is understandable that even adept marketers slip up from time to time. An early attempt by the fast-food retailer KFC to say "finger lickin' good" in Chinese became "bite your fingers off". Another US corporation struggled to translate its catchphrase "turn it loose" into Spanish, and had the misfortune to run an ad urging Hispanic consumers to "drink [our beer] and get diarrhea". |
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Jennifer Hiscock. Marketing. London: Nov 21, 2002. pg. 24, 2 pgs |
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Abstract (Article Summary) |
| Research International Observer (RIO), a global bi-annual qualitative study, posed questions to more than 1500 consumers in 41 countries and 52 cities, with the hypothesis: "There are no global brands - or are there?" The results of the study, presented Wednesday at The Marketing Society annual conference, show that the consumer is not as hostile to brands or marketing as many marketers fear. Consumers love brands, says Greet Sterenberg, director of Research International Qualitatif. Because brands are enhanced and made richer by the consumer's own projections, messages inconsistent with brand behavior will be ignored, he says. The brand landscape is politicized, but consumers are not. The research shows that even when it comes to so-called American imperialism, consumers turn a blind eye. It seems that America and American brands live in different worlds - they are separated and made distinct by the consumer, says Sterenberg. You can hate the US and love Coke, said a Belgian interviewee. |
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Abstract (Article Summary) |
| The publication of Naomi Klein's No Logo in 2000 was greeted as cataclysm for global brands. Two years later, it is clear that the global brand backlash never did, nor will, occur. While global brands make convenient rallying points for activists, for most consumers the brands are regarded favorably. Politics and products are not the same thing. |
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P&G flexes muscle for
global branding |
| Jack Neff. Advertising Age. (Midwest region edition).Chicago: Jun 3, 2002. Vol. 73, Iss. 22; pg. 53, 1 pgs |
| Abstract (Article Summary) |
| Procter & Gamble Co. is taking a more flexible approach to the global branding that has driven its marketing strategy for more than a decade. Global Marketing Officer Jim Stengel said P&G's organization is flexible enough to work between the extremes of standardized global brands and total local control. |
Congratulations! Your
company has just promoted you to VP-Director of International Marketing
Communication. As your 1st order of business in your new position you draft a
memorandum to your department employees that:
1) Outlines your philosophy & approach to global/ international communication & promotion in general AND in China in particular.
2) Specifies what mistakes to avoid;
3) Delineates what principles & practices to employ.