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Ch. 13 Global Marketing Communication DEcisions 1
Ch. 13 Global Marketing Communication DEcisions 1
Marketing
Warren J. Keegan Mark C. Green
Global Marketing
Communications
Decisions I:
Advertising and
Public Relations
Chapter 13
2015 by Pearson Education 13-1
Introduction
Marketing communications
tell customers about the
benefits and values that a
company, product, or service
offers
Contrasting:
Photos
Body copy is localized,
not simply translated
Emotional approach
Tugs at the
heartstrings or
uses humor
2015 by Pearson Education 13-21
Advertising Appeal
Selling proposition
The promise or claim that captures the
reason for buying the product or the benefit
that ownership confers
Since products are at differing stages of the
product life cycle in different national
markets and because of cultural, social and
economic differences, the most effective
appeal or selling proposition may vary.
straight sell
scientific evidence
demonstration
comparison
slice of life
animation
fantasy
dramatization