Promotion

Communication options:

Advertising and culture
Setting a budget
Creative strategy
Assessing global media decisions
Choosing an agency

Marketing communication: inform, remind, explain

Tell costumers about the benefits and values

IMC (integrated marketing communication)is a planning process , combined like using all of the tools.

Five major changes:

-Mass media to specialized media
-Traditional advertising to digital
-Low agency accountability to high agency accountability
-Traditional compensation to performance based
-Limited internet access to widespread internet

This shifts are forcing organizations,

Global advertising:

The seven steps

1 marketing research
2 specify the goal
3 develop the most effective message
4 select effective media
5 select the budget
6 execute the campaign