Chapter 13: Global Integrated Marketing Communications
Learning Objectives
• What is global integrated marketing communications? How does it differ from
global advertising?
• Explain the advantages and disadvantages of advertising standardization and
localization
• Discuss the global marketing methods and tools for encouraging customer
engagement
• Identify factors to consider when choosing an advertising agency for a global
marketing campaign
• Discuss the significance of art, copy and culture to global advertisers
Chapter Overview
Integrated marketing communications (IMC) refers to all forms of communication used
by organizations to inform, remind, explain, persuade, and influence the attitudes and
buying behavior of customers and other persons. Marketing communications includes
advertising, public relations, sales promotion, and personal selling. Although marketers
may identify opportunities for global standardized advertising campaigns, local
adaptation or distinct local campaigns may also be required. When creating advertising,
care must be taken to ensure that the art direction and copy are appropriate for the
intended audiences in target countries. Advertising intensity and media use varies from
country to country. Service offerings will continue to grow on proprietary platforms
offered via low-cost cloud computing as well as mobile devices. Communication
strategies will include web-based branded content promotions and marketing campaigns
and messaging that will be virally spread through socially networked friends responding
to ever more targeted campaigns.
Lecture Outline
I. Global Integrated Marketing Communications (p. 352)
II. The Extension Versus Adaptation Debate (p. 355)
III. Selecting an Advertising Agency (p. 415)
IV. Customer Engagement (p. 358)
a. Encouraging Social Engagement
b. Online Reputation Management
V. Social Media Content and Targeting (p. 363)
VI. Using Data to Drive Business Value (p. 369)
VII. Advertising Strategy (p. 371)
a. Advertising Appeals
b. Art
c. Copy
d. Cultural Considerations
VIII. Summary (p. 377)
Tables and Figures
Table 13-1 Top Global Marketers by Measured Media (p. 354)
Table 13-2 Top 10 Contributors to Global Adspend Growth (p. 355)
Figure 13-1 Cross-Channel Performance Data Comparison (p. 365)
Figure 13-2 Influence of Channels on Brand & Consumer Response (p. 366)
Figure 13-3 Five Sets of Data/Tools (p. 370)
Table 13-3 Top 10 Leading Consolidated Agency Networks (p. 372)
Sidebars
Sidebar 13-1 Global Campaigns for Global Products (p. 356)
Sidebar 13-2 Nike’s Global Customers (p. 363)