Theoretical and Practical Perspectives
CHAPTER FIVE Coordinating and Controlling International Advertising
| 161 →
Coordinating and Controlling International Advertising
Chapter 2 focused on the four P’s of the marketing mix—product, price, place (distribution), and, briefly, promotion. In Chapter 3 we highlighted the importance of examining various characteristics of foreign markets—demographic and geographic characteristics, economic factors, and the political-legal environment—and in Chapter 4 we explored the cultural environment. Now we turn our attention to the coordination and control of international marketing communications. Once international marketers have developed a product that meets the needs of a specific group in a foreign market, have priced it properly, and have distributed it through the appropriate channels, they must still inform consumers abroad of the product’s availability and benefits. Advertising’s goal is to generate awareness, interest, desire, and, ultimately, action. In this chapter we will focus on centralized versus decentralized control of international advertising, advertising agency selection, and marketing and advertising strategy options.
CENTRALIZED VERSUS DECENTRALIZED CONTROL OF INTERNATIONAL ADVERTISING
You are not authenticated to view the full text of this chapter or article.
This site requires a subscription or purchase to access the full text of books or journals.
Do you have any questions? Contact us.Or login to access all content.