An Introduction to Integrated Marketing Communications

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Continental Airlines used pattern advertising <strong>to</strong> promote its BusinessFirst class
Decision areas in international advertising ‣Organization ‣Agency Selection ‣Advertising and market research ‣Creative Decisions ‣Media Selection ‣Coordination of other IMC <strong>to</strong>ols
Page 1 and 2: 20 International Advertising and Pr
Page 3 and 4: Markets such as China offer strong
Page 5 and 6: The International Environment Econo
Page 7 and 8: Demographic Environment ‣ Size of
Page 9 and 10: Political/Legal Environment ‣ Gov
Page 11 and 12: Saab used a global campaign since i
Page 13 and 14: When is Globalization Appropriate?
Page 15: Global Products, Local Messages ‣
Page 19 and 20: Foreign Local Agencies ‣ Staffed
Page 21 and 22: Advertising and market research are
Page 23 and 24: Media Selection Decisions ‣ Media
Page 25 and 26: Factor to consider in developing sa
Page 27 and 28: Who Allows What Promotions Promotio
Page 29 and 30: Role of public relations in global

An Introduction to Integrated Marketing Communications

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