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    A Final Requirements For Elective 13 Services Marketing: Nueva Ecija University of Science and Technology

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    Lisa Manoban
    This document discusses changing a company's global promotional mix. It states that when launching global campaigns, companies should test promotional ideas using marketing research to ensure comparable results across countries. Key factors like attention, emotion, and branding moments that are visual rather than verbal can be measured and provide insight. Establishing the right promotional mix involves understanding the target market, objectives, message, channels, budget, and mix of promotions. The promotional mix is how companies communicate information to potential customers about products and services.

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    A Final Requirements For Elective 13 Services Marketing: Nueva Ecija University of Science and Technology

    Uploaded by

    Lisa Manoban
    22 views3 pages
    This document discusses changing a company's global promotional mix. It states that when launching global campaigns, companies should test promotional ideas using marketing research to ensure comparable results across countries. Key factors like attention, emotion, and branding moments that are visual rather than verbal can be measured and provide insight. Establishing the right promotional mix involves understanding the target market, objectives, message, channels, budget, and mix of promotions. The promotional mix is how companies communicate information to potential customers about products and services.

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    This document discusses changing a company's global promotional mix. It states that when launching global campaigns, companies should test promotional ideas using marketing research to ensure comparable results across countries. Key factors like attention, emotion, and branding moments that are visual rather than verbal can be measured and provide insight. Establishing the right promotional mix involves understanding the target market, objectives, message, channels, budget, and mix of promotions. The promotional mix is how companies communicate information to potential customers about products and services.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    22 views3 pages

    A Final Requirements For Elective 13 Services Marketing: Nueva Ecija University of Science and Technology

    Uploaded by

    Lisa Manoban
    This document discusses changing a company's global promotional mix. It states that when launching global campaigns, companies should test promotional ideas using marketing research to ensure comparable results across countries. Key factors like attention, emotion, and branding moments that are visual rather than verbal can be measured and provide insight. Establishing the right promotional mix involves understanding the target market, objectives, message, channels, budget, and mix of promotions. The promotional mix is how companies communicate information to potential customers about products and services.

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    Republic of the Philippines

    NUEVA ECIJA UNIVERSITY OF SCIENCE AND TECHNOLOGY


    Cabanatuan City, Nueva Ecija, Philippines
    ISO 9001:2015 CERTIFIED

    COLLEGE OF MANAGEMENT AND BUSINESS TECHNOLOGY

    A Final Requirements for


    Elective 13 Services Marketing

    Magdangal, Marisol M.
    BSBA MM 4A

    Transforming Communities through Science and Technology


    Republic of the Philippines
    NUEVA ECIJA UNIVERSITY OF SCIENCE AND TECHNOLOGY
    Cabanatuan City, Nueva Ecija, Philippines
    ISO 9001:2015 CERTIFIED

    COLLEGE OF MANAGEMENT AND BUSINESS TECHNOLOGY

    UNIT 5: THINKING GLOBALLY


    • Changing The Global Promotional Mix

    An Overview:
    To successfully implement global marketing strategies, brands must ensure that their
    promotional campaigns take into account how consumer behavior is shaped by internal conditions
    and external influences. Global companies must be nimble enough to adapt changing local market
    trends, tastes, and needs to their promotional mix.
    When launching global advertising, public relations, or sales campaigns, global companies test
    promotional ideas to provide comparable results across countries. Using measures can be
    particularly useful for marketers because they are based on visual, not verbal, promotional
    elements.

    Lesson Objective:
    • List driving factors in global promotion decisions.
    • Outline the steps in changing the Global Promotional Mix.
    • Analyze the rationale used to promote products within a global marketing mix.

    Changing the Global Promotional Mix


    When launching global advertising, public relations, or sales campaigns, global
    companies test promotional ideas using marketing research systems that provide results that are
    comparable across countries. The ability to identify elements or moments of an ad that contribute
    to the success of a product launch or expansion is how economies of scale in marketing
    communications are maximized. Market research measures such as attention flow, emotion flow,
    and branding moments provide insight into what works in an ad in one or multiple countries. These
    measures can be particularly useful for marketers because they are based on visual, not verbal,
    elements of promotion.

    Transforming Communities through Science and Technology


    Republic of the Philippines
    NUEVA ECIJA UNIVERSITY OF SCIENCE AND TECHNOLOGY
    Cabanatuan City, Nueva Ecija, Philippines
    ISO 9001:2015 CERTIFIED

    COLLEGE OF MANAGEMENT AND BUSINESS TECHNOLOGY


    Considering these steps along with conducting extensive market research is essential in
    determining the success of promotional tactics in any country or region. Once brands discover
    what works (and what doesn’t) in their promotional mix, those ideas can be imported by any other
    market. Also, companies can use this intelligence to change various elements in their promotional
    mix that receive little or no favorable response from global audiences.

    • Establishing the Promotional Mix that’s right for your company involves seven steps:
    1.) Your Target Market
    2.) Determine Your Objectives
    3.) Design Your Message
    4.) Select Your Promotional Channels
    5.) Determine Your Budget
    6.) Determine Your Promotional Mix
    7.) The Results of the Implemented Program and Adjust as needed

    Summary:
    We drive sales by promoting the benefits of our company’s products or services to groups
    of potential buyers. The ways in which you promote our organization will largely be determined
    by whether we successfully plant the right messages in the minds of our target audience.
    Even a great product doesn’t sell itself. Your customers need information about your product
    or service before they buy it. The ways you communicate features and benefits to your potential
    customers is called the Promotional Mix.

    Transforming Communities through Science and Technology

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