The Handbook of International Marketing Communications

by Monye, Sylvester O.

• ISBN13: 9780631200918
• ISBN10: 0631200916
• Edition: 1st
• Format: Paperback
• Copyright: 1991-01-15
• Publisher: Wiley-Blackwell
• More Book Details

Summary

This text meets the needs of modern marketers by equipping them with specialised marketing communications skills at an international level.

Author Biography

Sylvester Monye is Principle Lecturer and Course Director of the MSc in the International Business programme at South Bank University, London, and Visiting Professor of Marketing and International Business at Assumption University of Thailand, Bangkok.

Table of Contents

List of Contributors	xi
Part 1 General Overview: Issues and Concepts
International Marketing Communications: An Introduction and Overview	3	(8)
Sylvester O. Monye
Introduction	3	(1)
The Book	4	(5)
Summary	9	(2)
International Marketing Communications Explained	11	(16)
Michael J. Baker
Introduction	11	(1)
Communication Defined	11	(3)
How Marketing Communications Work	14	(2)
The Marketing Communication Mix	16	(4)
Marketing Communications in an International Environment	20	(1)
Globalization and Demand	21	(2)
Adaptation or Standardization?	23	(2)
Summary	25	(2)
Cross-Cultural Advertising	27	(18)
Chris C. Simango
Introduction	27	(1)
Cross-Cultural Studies: A Historic Perspective, Development and Origins	28	(1)
Cross-Cultural Research and Cross-Cultural Advertising: An Overview	29	(4)
Cross-Cultural Advertising	33	(4)
Market Structure and Effect on Cross-Cultural Advertising	37	(1)
Similarities and Differences in Cross-Cultural Advertising: A Comparative Analysis	38	(3)
Global Advertising Expenditure	41	(1)
Conclusion	42	(3)
American Culture and Advertising	45	(24)
Dag Bennett
Introduction	45	(1)
A Short Peculiar History	46	(1)
A Defining Moment	47	(2)
I Gotta Be Me	49	(1)
Push	50	(1)
Culture, Culture	51	(1)
The Knowledge Era	52	(1)
You Are What You Consume	53	(1)
Disneyfication	53	(1)
Materialism	54	(1)
Countervailing Indications	54	(1)
A New World Order and Advertising	55	(3)
McDonaldization	58	(1)
The New Competition	59	(2)
What Clients Will Demand in the Future	61	(1)
Globalization	61	(1)
Lead Markets	62	(2)
Three New Groups of Americans	64	(1)
Media and its Influence	64	(1)
Conclusion	65	(4)
Global Advertising	69	(20)
Sylvester O. Monye
Introduction	69	(1)
The Case for Standardized Global Advertising	70	(3)
Arguments for Localized Advertising	73	(1)
The Open Strategy Approach to Global Advertising	74	(2)
Regulations and Global Advertising	76	(2)
Comparative Advertising	78	(2)
Tobacco Advertising	80	(1)
Alcohol Advertising	81	(1)
Advertising to Children	82	(1)
Self-Regulation	83	(2)
Summary	85	(4)
Part 2 Aspects of International Marketing Communications
The Role of Packaging and Branding in International Marketing Communications	89	(14)
Frances Ekwulugo
Introduction	89	(1)
The Concept of Branding	89	(2)
Segmentation	91	(1)
Social Issues and Branding	92	(1)
Branding and the General Product	93	(1)
International Brand Development/Market Developments	94	(1)
Global Branding	95	(2)
Brand Extension	97	(1)
Branding and Advertising	98	(1)
Packaging	99	(4)
International Public Relations Management	103	(14)
Sam Black
Introduction	103	(1)
Agreeing Definitions	103	(1)
The Influence of the International Public Relations Association	104	(1)
Organizational Responsibilities	105	(1)
Some Inconsistencies	106	(1)
Potential Problems of Linguistic Differences	106	(1)
Methods of Organizing International Public Relations	106	(1)
Some Diverse Examples of Public Relations Working Internationally	107	(4)
The Great Diversity of International Public Relations	111	(1)
International Media of Communication	111	(1)
International Sponsorship	112	(1)
Some International Case Histories	112	(2)
The Common Thread	114	(1)
Speaking the Right Language	114	(1)
Non-Verbal Communication	115	(1)
Cultural Differences	115	(1)
Summing Up	115	(2)
The Role of Trade Fairs and Exhibitions in International Marketing Communications	117	(20)
Lakhdar Boukersi
Introduction	117	(1)
Trade Fair Defined	118	(1)
Classification of Trade Fairs	119	(5)
Benefits of Trade Fairs	124	(4)
Trade Fair Evaluation	128	(3)
The Exhibition Industry in the United Kingdom	131	(3)
The Exhibition Industry in Germany	134	(1)
Summary	135	(2)
The Role of Personal Selling in International Marketing Communications	137	(20)
Eugene M. Johnson
James M. Curran
Personal Selling in Promotion	138	(1)
What is Personal Selling?	138	(1)
Who Sells?	139	(1)
The Selling Process	139	(3)
International Selling	142	(1)
Globalization Versus Customization	142	(1)
The Challenges	143	(4)
Researching the Markets	147	(1)
Entering a Foreign Market	147	(2)
The International Sales Organization	149	(1)
Managing International Sales	150	(1)
Selling to Foreign Markets	151	(1)
What to Expect	152	(5)
The Theory and Practice of Sponsorship in International Marketing Communications	157	(14)
Nana Owusu-Frimpong
Introduction	157	(1)
Origins of Sponsorship	158	(1)
Definition of Sponsorship	158	(1)
Sponsorship and Charity	159	(1)
Promotional Mix	159	(1)
The Driving Force Behind Sponsorship Growth	160	(1)
Product and Service Promotion Through Sponsorship	161	(1)
Sponsors of Olympic Games	162	(1)
World Cup USA 1994 Sponsorship	163	(1)
Cause-Related Sponsorship	164	(1)
Education	165	(1)
Broad Corporate Objectives for Sponsorship	165	(1)
Looking for Sponsorship	166	(1)
Commercial Checklist for Sponsors	166	(1)
Measuring Sponsorship Effectiveness	167	(1)
Measuring the Level of Media Coverage/Exposure Gained	168	(1)
Measuring the Communications Effectiveness of Sponsorship Involvement	168	(1)
Measuring the Sales Effectiveness of Sponsorship	169	(1)
Feedback from Participating Groups	169	(1)
Summary	169	(2)
The Nature, Role and Importance of Publicity in International Marketing Communications	171	(12)
Rosemary Burnley
Introduction	171	(1)
Definition and Scope of Publicity	172	(1)
The Nature of Publicity	172	(1)
Forms of Publicity	173	(1)
Constraints on International Publicity	174	(3)
Planning and Controlling International Publicity	177	(5)
Summary	182	(1)
The International Dimension of Direct Marketing as a Communications Tool	183	(34)
Colin Angwin
Introduction	183	(4)
Applications	187	(1)
The Transaction Cycle	188	(2)
Language	190	(3)
The Marketing Database	193	(7)
Creativity	200	(2)
Mechanisms	202	(4)
Mailing Lists	206	(6)
Putting it Together	212	(5)
Advertising Established Brands: An International Dimension	217	(20)
Andrew Ehrenberg
John Scriven
Neil Barnard
Introduction	217	(1)
How Advertising is Said to Work	218	(5)
An Alternative View: Advertising as Weak but Effective	223	(8)
Summary and Discussion	231	(2)
Appendix: The Evidence	233	(4)
Content Analysis of Advertising 1970-1997: A Review and Assessment of Methodologies	237	(14)
Greg Harris
Suleiman Attour
Introduction	237	(2)
Selection of Cultures	239	(1)
Countries Studied	240	(1)
Unit of Analysis	241	(1)
Sampling Method	241	(1)
Number of Magazines per Study	242	(1)
Selection of Publications	243	(1)
Number of Product Categories	244	(1)
Reliability of the Measuring Instrument	244	(2)
Methods of Analysis	246	(1)
The Use of Multiple Comparisons	246	(1)
Recommendation for Future Research	247	(4)
The Internet and Marketing Communications in the Twenty-first Century	251	(14)
Sylvester O. Monye
Petra Mayer
Introduction	251	(1)
The World Wide Web	252	(1)
The Nature of the Internet	252	(3)
The Uptake of the Internet Varies	255	(2)
Internet and Marketing Communications	257	(1)
Types of Marketing Communication on the Internet	257	(2)
On-line Publications	259	(1)
On-line Sales	259	(1)
Political and Legal Framework	260	(5)
The Practices of Multinational Corporations and Advertising Standardization	265	(18)
Greg Harris
Suleiman Attour
Background	265	(1)
Introduction	266	(2)
Studies that Investigated the Similarity/Difference of Advertisements Across Countries	268	(3)
Proposed Content Analysis Model	271	(12)
Index	283