Global Marketing Communications Decisions I: Advertising and Public Relations

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Global Marketing Communications Decisions I: Advertising and Public Relations by Mind Map: Global Marketing Communications Decisions I: Advertising  and Public Relations

1. Advertising Agencies

1.1. Company organization

1.2. National responsiveness

1.3. Area coverage

1.4. Buyer perception

2. Paid

2.1. Single contry

2.2. Regional

2.3. Global

3. Problem

3.1. Difficulties

3.1.1. not get through to the intended recipient

3.1.2. Target audience not be understood

3.1.3. understood but compel the recipient to take action.

3.1.4. effectiveness of the message may be impaired by noise

3.2. challenge

3.2.1. costly

3.2.2. many cultural

4. Global Advertising

4.1. Appeal

4.1.1. Rational approach

4.1.2. Emotional approach

4.1.3. Selling proposition

4.2. Creative strategy

4.2.1. Creative execution

4.2.1.1. straight sell

4.2.1.2. scientific evidence

4.2.1.3. demonstration

4.2.1.4. comparison

4.2.1.5. slice of life

4.2.1.6. animation

4.2.1.7. fantasy

4.2.1.8. dramatization

4.2.2. Creatives and their tasks

4.2.2.1. Art Directors

4.2.2.1.1. choose graphics, pictures, type styles, and other visual elements in ad

4.2.2.2. Art Direction

4.2.2.2.1. visional presentation of an advertisement

4.2.2.3. Copy

4.2.2.3.1. written or spoken communication elements

4.2.2.4. Copywriters

4.2.2.4.1. language specialists who develop headlines, subheads, and body copy

4.2.3. Cultural Considerations

4.3. Global Media Decisions

4.3.1. Which medium or media to use?

4.3.2. Must know country-specific regulations

5. Public Relations

5.1. Defination

5.1.1. Fosters goodwill and understanding

5.1.2. Generates favorable publicity

5.1.3. Tools

5.1.3.1. News releases

5.1.3.2. Media kits

5.1.3.3. Press conferences

5.1.3.4. Tours

5.1.3.5. Articles in trade, professional journals

5.1.3.6. TV and radio talk show appearances

5.1.3.7. Special events

5.1.3.8. Social media

5.1.3.9. Corporate Web sites

5.2. Advertising

5.2.1. Corporate advertising

5.2.1.1. Compensates for lack of control over publicity

5.2.1.2. Calls attention to the company’s other communication efforts

5.2.2. Image advertising

5.2.2.1. Enhances the public’s perception, creates goodwill

5.2.3. Advocacy advertising

5.2.3.1. Presents the company’s point of view on a particular issue