研究生英语阅读教程Unit5.pptVIP

Unit Five International Promotion Strategy Questions 1.Effective advertising within one country is difficult enough. What are the more difficulties of advertising in another country? 2. How can a promotional program have an ideal influence? 3. What are the characteristics of personal selling? Text While effective personal selling continues to be vital in foreign markets, advertising has gained in importance. The wider availability of media such as radio and television has enhanced advertising’s contribution to the overall promotional effort. Most advertising is produced and consumed within national markets. This does not mean that international marketers do not oversee and coordinate their advertising abroad. Indeed, they will almost always add an international dimension to such advertising, and one will often find strong similarities from country to country. It does mean, however, that national market characteristics will constrain the firm’s advertising program in individual countries. Before looking at the advertising task of the international marketer, therefore, we must identify some of the national variables affecting that task. A seller in one country wants to send persuasive messages to potential buyers in other countries. Assuring effective communication is challenging enough when the seller and buyer are in the same country. When seller and buyer are in different countries and cultures, there are many extra barriers to advertising communication. Here we discuss a number of these differences facing the international advertiser. The economic and cultural role of advertising varies significantly from country to country. Some researches suggest that a nation’s level of economic development is a good general indicator of the role advertising will play. Income alone does not explain the role of advertising, because some relatively poor countries are heavy advertisers, and some relatively rich countries are light