This document discusses integrated marketing communications and international advertising. It covers several topics:
1. The key elements of integrated marketing communications including advertising, sales promotions, and public relations. It provides examples of campaigns by Coke and Disneyland.
2. Factors that affect international advertising and promotion, such as local market characteristics, emerging global consumer segments, and limitations of media channels.
3. Strategic considerations for developing global versus regional advertising campaigns and how cultural differences can impact the communication process.
This document discusses integrated marketing communications and international advertising. It covers several topics:
1. The key elements of integrated marketing communications including adve…