1. Marketing
Communication
Global IMC
Part FOUR out of Four
Danny Abramovich
Marketing Plan Specialist
1 www.marketingPlanNOW.com Global IMC

2. Course Introduction, Main Topics
Background: CB ü
Human Communication ü
Marketing Communication
Creativity ü
Integrated MarCom ü
Global IMC
2 www.marketingPlanNOW.com Global IMC

3. 5. Global IMC4Definition
Global IMC is . . .
0. Background: CB 3. Creativity
3 1. Communication 4. Integrated MarCom
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2. MarCom 5. Global IMC

4. 5. Global IMC 4 Introduction
There are many cultural challenges that advertisers
face in global marketing.
4 www.marketingPlanNOW.com Global IMC

5. 5. Global IMC 4 Barriers
• Language Barriers
– Language is a major barrier in global IMC!
– Two types of translation errors can occur in
international marketing:
• Multiple-meaning words
• Idioms
• Other Cultural Barriers
– Religion!
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6. 5. Global IMC 4 Barriers
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7. 5. Global IMC 4Brand Knowledge
Brand Complexity
Non-Product-Related
Non-Product-Related
Brand
Brand (e.g., Price, Packaging,
(e.g., Price, Packaging,
Recognition
Recognition User and Usage Imagery)
User and Usage Imagery)
Brand
Brand
Awareness
Awareness Brand
Brand Attributes
Attributes
Recall
Recall Product-Related
Product-Related
(e.g., color, size,
(e.g., color, size,
design features)
design features)
Brand
Brand
Knowledge
Knowledge
Types of
Types of
Brand Associations Benefits
Benefits Functional
Brand Associations Functional
Brand
Brand
Image Symbolic
Symbolic
Image Strength and Overall
Strength and Overall
Uniqueness of
Uniqueness of Evaluation
Evaluation Experiential
Experiential
Brand Association
Brand Association (Attitude)
(Attitude)
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8. 8 www.marketingPlanNOW.com Global IMC

10. 5. Global IMC 4 Media Decisions
+ Growing deregulation of media.
+ Rise of global and regional media.
+ Growing spread of interactive marketing.
+ Growing popularity of text messaging.
+ Improved TV-viewership measurement.
- Media infrastructure is not uniform.
- Media availability is often a limitation.
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12. 5. Global IMC 4 Ad Regulations
• The major types of advertising regulations include:
– Advertising of “Vice Products” and
Pharmaceuticals.
– Comparative Advertising.
– Content of Advertising Messages.
– Advertising Targeting Children.
– Other Advertising Regulations: Issues of local
languages, tax issues, and advertising rates.
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13. 5. Global IMC
13 Next Issue: In-class Presentations
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14. Marketing
Communication
Global IMC
Part FOUR out of Four
Danny Abramovich
Marketing Plan Specialist
14 www.marketingPlanNOW.com Global IMC

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