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Communication Decisions for International Markets-10.02

Communication Decisions for International Markets-10.02

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Published by anmol

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Published by: anmol on Mar 04, 2011
Copyright:Attribution Non-commercial


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CommunicationDecisions for International Markets
‡ Firms convey a set of messages to targetcustomers through a communication channel withthe objective to not only create a favourableresponse for its market offerings but also toreceive market feedback on a regular basis‡ The marketing communication mix involvesadvertising, sales promotion, public relation,personal selling, and direct and inter-activemarketing, as depicted in Figure 1‡ A firm generally uses a mix of all these promotiontools after considering the firm¶s strategy andmarketing requirements‡ Advertising is a paid form of communicationcarried out through newspapers, magazines, radio,television, and other mass media by an identifiedsponsor 
‡ Besides, it is also a non-personal form of communication‡ Sales promotion comprises short-term marketingmeasures which stimulate quick buyers¶ action andresult in immediate sale of the product‡ It includes rebates and price discounts, firm¶scatalogues and brochures, samples, coupons, andgifts‡ As a part of its image-building exercise, a firminvests in public relations‡ It may include sponsorship of sports and culturalevents, press releases, and even lobbying atgovernment level‡ Direct marketing is also an effective marketingcommunication tool wherein a firm has directinter-action with the customers

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