Messages main objectives

Messages main objectives

• Entertain: Provide entertainment.
• Inform: whatever we want but carefully.
• Remind: awareness.
• Persuade.

-Over information→ Creativity→Great Idea= [pic 1]

• Message that presents emotional & meaningful sense that avoids noise.
• Obtain attention even with noise.
• Understand the segment direction, transmit what they expect.
• Attractive for your segment.[pic 2]

- Rational or emotional??? → advertising argument.

The decision of rational or emotional has some elements in global marketing:

1. Brand/ Product.
2. Segment.
3. Country / culture.
4. Context we live in.

-Informs, persuades, recalls or entertain?

National likings (good appearance in every market) vs. habits.

Publicity= cultural changes?

Difference in expectations= go further from the common expected benefit.

-Sell preposition=  

• Established in universal terms.
• Well described my brand promise.
• Promise which captures the reason of buying our product.

-Advertising Plot=

• Target, change aspects that help me connect with the culture & needs of the markets, rational or emotional.

-Creative fulfillment → what & how.

-Hofstede values + time perception + high & low context cultures →  thinks & feels  → rational or emotional statements. 

Harmonization of the Brand Name

• Name: How its my brand going to be called other meanings, works in any circumstances.
• Impact: descriptive brands or wordplays.
• Loyalty.
• Weak brands vs. star brands.

• PR= Public relations department; control and get link from brand to general population.
• Corporate advertising; focus on other activities of the company.
• Image advertising; public perception of the company (Ehnace what I am as a company).
• Ethnocentrism; all people are motivated and persuades equally.
• Multiculturalism; local sensitivity = risk control.

Global Segmentation

Subset of a market= close match between specific products & costumers.

1. Determination of basic markets:

• Reasons to buy, why they prefer me?
• Geographic location, common elements.

1. Identification of the target markets:

• Industrial. →Business to Business

-Product application= they prefer me because the use to a process.

-End use product= what I offer is involved in the process as a final product.

-Frequency of purchase.

-Size of order.

• Intermediate. →Intermediary Trader.

-Everyone that makes my product accessible to my costumers.

-Specialty= are in contact & influence my costumer to buy.

-Territorial coverage.

-Sales volume.

• Final Costumer. → Consumer Market.

-Socioeconomic; Gender, education, marital status, social class segmentation.

...