Promotion

Presented By:
Abbas Ali
 Promotion

“The process of stimulating demand for a

company’s goods and services”

MNE’s promote their goods and services

through advertising and personal selling.
 Nature of the product
Areas Of
Consideration:
• Message ( Same Or
Adapted)
• Product ( Same Or
Modified)
Four variations
• 1. Identical product
and identical
message
E.g. A.T. CROSS
Four Variations
• 2. Identical product
but different
message
E.g. Cars
• 3. Modified product
but same message
E.g. Washing
machines
• 4. Modified product
and modified
message
E.g. Kellogg’s
 Advertising

Advertising is Paid, Nonpersonal

Communication From An Identified Sponsor
Using Mass Media to Persuade or Influence
an Audience, Or, Paid, Nonpersonal form by
which a firm attempts to persuade
consumers of a particular point of view.
 Functions of
Advertising
Provide
Provide Product
Product
&
&
Brand
Brand
Information
Information

Provide
Provide
Incentives Advertising
Advertising
Incentives
To Performs
Performs 33 Basic
Basic
To Take
Take Action
Action
Functions
Functions

Provide
Provide
Reminders
Reminders and
and
Reinforcement
Reinforcement

Source: Wells, Burnett and Moriarty Sandra. “Advertising Principles And

Practice". 5th Edition.
 Reasons Why Advertising
Must Be Adapted To The
Local Market
1. The way in which the product is used is
different from that in the home country.

2. The advertising message does not make

sense if translated directly.
e.g NIKE “JUST DO IT”
 Universal appeal of
Brands

 Marlboro’s “Cowboy Image”

 “ Fido Dido” 7Up (Pepsi Co.)

http://en.wikipedia.org/wiki/Fido_Dido
 Possible Advertising
Objectives
 Informative Advertising.
 DVD players, Image quality & Convenience
benefits.
 Yogurt, Nutritional benefits.
 Reminder Advertising.
 Coca Cola, Pepsi.
 Persuasive Advertising.
 Sony- Best Brand
 Chivas Regal- Best Scotch Whiskey
 Comparative Advertising.
 McDonald's & Burger King
 Avis & Hertz
Source: Philip Kotler. “Marketing Management”. Millennium Edition.
Source: Philip Kotler, Gary Armstrong. “ Principles Of Marketing”. Eleventh Edition.
 Media Used By MNE’s

 Television
 Radio
 Newspaper
 Also Billboards, Point-
of-Purchase displays,
transit advertising,
brouchers, floor
advertising, trade
shows etc.
 Restrictions:
What can’t be presented.
 Comparative
advertising.
 Certain products
not to be
advertised to
discourage usage.
 Islamic Countries-
Erotic messages.
PERSONAL SELLING

“A direct form of promotion

used to persuade customers
to a particular point of view.”
 PERSONAL SELLING
 Commonly used in:
 Industrial products.
 Personal care
Products-Avon.
 Pharmaceuticals-
Upjohn.
 Electronic equipment-
General Electric,
Westinghouse.
 Telemarketing

 Telemarketing in US.
 IBM, Ford Motor, Digital
Equipment etc
International Advertising

‘International advertising entails dissemination of

a commercial message to target audiences in
more than one country’.
International Advertising as a Business Practice
International advertising can be viewed as a
business activity through which a firm attempts
to inform target audiences in multiple countries
about itself and its product or service offerings.

http://pages.stern.nyu.edu/~sdouglas/rpubs/intad.html
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