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,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Intercultural Communication,Week 16,Contents,Definition of Advertising,Elements of Advertising,Classifications of Advertising,Intercultural Advertising Strategies,Intercultural Advertising,Latin word,“turn the mind/inform people,A form of commercial mass communication designed to promote the sale or a product or service,or a message on behalf of an institution,organization,or candidate for political office.,Any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor.,Nonpersonal communication of information usually paid for and usually persuasive in nature about products,services or ideas by identified sponsors through different medium.,Marketing Communication Mix,(Promotion Mix)-the specific blend of,advertising,sales promotion,public relations,personal selling,and direct-marketing tools used to pursue the marketing and advertising objectives.,Advertising,The communication usually,paid for,by a certain institution,organization,or a person,aimed at,the publicity and promotion,of ideas,products,or services,through various media.,Intercultural Advertising,Advertising Advantages,-Reach masses of geographically dispersed,buyers at a low cost per exposure,-Enable the seller to repeat a message many,times,-Reach large scale of potentials,-Be expressive by using artfully visuals,print,sound,and color.,-Build up a long-term image,Intercultural Advertising,Intercultural Advertising,Advertising,Non-personal,Sponsor,Cost,Message,Media,Elements of Advertising,Intercultural advertising,Advertising of ideas products,and services,from a,source culture targeting another culture,.,Classification,-Medium,The most powerful tools to publicize the product and services.(e.g.Newspaper/Magazine/Television),-Target Audience,Consumer/Business/Service,-Purpose,(Brand/Retail/Political/Directory/Direct-response,Corporate and Recruitment),-Geographic Differences,Intercultural Advertising,Developing Advertising Strategy,-,Two major elements,a)Message creation,-Slice of life,-Lifestyle,-Fantasy,-Mood or image,-Scientific evidence,b)Media selection,Intercultural Advertising,Advertising Strategy,-Definition,A campaign designed to convey ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services.,-3 steps of advertising,Inform/Persuade/Remind,-Strategy,Push,-Strategy,Pull,Intercultural Advertising,PUSH,To convince retailers,salespersons,or dealers to,promote the advertisers product,and advertisers,may provide inducements to aid retailer to sell the,product,or offer incentives to develop trade,promotions.,PULL,Convince the target consumer to try,purchase and repurchase the product,and advertisers may appeal to the target consumer with coupons,in-store displays,etc.,Intercultural Advertising,Intercultural Advertising,Producer,Retailers and,Wholesalers,Consumers,Push Strategy,Producer,Retailers and,Wholesalers,Consumers,Pull Strategy,Producer marketing activities(e.g.sales promotion),Producer,marketing,activities,Reseller,marketing,activities,Demand,Demand,International Advertising,-Global advertising should be adapted to the unique characteristics of markets in various countries.,E.G.i)Coca-cola Sprite,ii)Gillette Venus razor,-Law on advertising differs from one to another,E.G.McDonalds(Sweden/EU),Comparative ads(USA/China/Japan/Brazil),Intercultural Advertising,International Advertising Strategies,-Standardization,i),Convey and extend the same advertising message to different markets and cultures.,ii),Advantages,(Cost and Quickly launch),iii),Disadvantages,(Less adaptabilities),-Localization,i),Stress the specialties of the local market and the adaptation to the local market environment.,Intercultural Advertising,GOOD LUCK!,Time:,29/12/2008 Monday,2:00 3.30 pm,Duration:,Venue:,M 812,YiFu Building,
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