UBI-GM-Presentation16.050112-promotn ppt

Integrated Marketing Communications and

International Advertising

Chapter 16

McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc. All rights reserved.

PowerPoint presentation prepared by:

Professor Rajiv Mehta

Associate Professor of Marketing

New Jersey Institute of Technology

Newark, N.J.

Chapter Learning Objectives

1. Local market characteristics that affect the

advertising and promotion of products

1. Local market characteristics that affect the

advertising and promotion of products

2. The strengths and weaknesses of sales

promotion and public relations in global

marketing

promotion and public relations in global

3. When global advertising is most effective;

when modified advertising is necessary