第 13 章 全球行銷 溝通決策： 廣告與公共關係 © 2005 Prentice Hall

全球行銷溝通決策 行銷溝通最主要的目的是，讓消費者知道某家公司、產品或服務所能提供的好處與價值。 為了達到有效地跨國溝通，愈來愈多公司採用一種稱為〝整合性行銷(IMC)〞的 概念。 © 2005 Prentice Hall

全 球 性 廣 告 廣告可以被定義為由廣告主付費所進行非人員溝通方式 單一國家 地域性的 全球的 全球廣告可以被定義為其訊息之美術設計、平面設計、標題、圖片，還有所有的溝通要素皆是為適用於全球所開發的。 A global company that has the ability to successfully transform a domestic campaign into a worldwide one, or to create a new global campaign from the ground up, possesses a critical advantage. The first company to find a global market for any product is frequently at an advantage relative to competitors that make the same discovery later. The search for a global advertising campaign should bring together everyone involved with the product to share information and leverage their experiences. Global campaigns with unified themes can help to build long-term product and brand identities and offer significant savings by reducing cost associated with producing ads. Global advertising also offers companies economies of scale in advertising as well as improved access to distribution channels. Where shelf space is at a premium, as with food products, a company has to convince retailers to carry its products rather than those of competitors. A global brand supported by global advertising may be very attractive because, from the retailer’s standpoint, a global brand is less likely to languish on the shelves. © 2005 Prentice Hall

〝延伸〞與〝調適〞之爭論 有效的溝通與說服所需要的條件通常十分固定，不太會隨國家不同而變化。 Communication experts generally agree that the overall requirements of effective communication and persuasion are fixed and do not vary from country to country. The same thing is true of the components of the communication process: The marketer is the source of the message; the message must be encoded, conveyed via the appropriate channel(s), and decoded by a member of the target audience. Communication takes place only when the intended meaning is transferred from the source to the receiver. © 2005 Prentice Hall

〝延伸〞與〝調適〞之爭論 其中有四個主要困難點： 訊息也許無法傳達到我們預計要接收的客群。 訊息也許可以接觸到目標客群，但是可能無法被目標客群所理解。 也許訊息的確被目標客群接收，而且也被了解，然而無法吸引客群，使其產生傳送訊息的廣告商所希望的行動。 訊息的有效性可能會被周遭雜訊干擾而減弱。 © 2005 Prentice Hall

廣告代理商: 組織與品牌 了解其原因最重要的是要了解 “組織” 這個名詞 每個廣告代理商 “品牌” 又包含許多公司 許多公司皆包含一個或一個以上的核心廣告代理商 其下單位針對直效行銷，行銷服務，公共關係等研究領域各司其職 每個廣告代理商 “品牌” 又包含許多公司 大多數廣告商為全服務式廣告商，也就是除了製作廣告之外，他們還提供其他服務，例如市場調查與媒體採購等 Advertising is a fast-paced business, and the ad agency world is fluid and dynamic. New agencies are formed, existing agencies are dismantled, and cross-border investment, spin-offs, joint ventures, and mergers and acquisitions are a fact of life. There is also a great deal of mobility in the industry as executives and top talent move from one agency to another. © 2005 Prentice Hall

選擇廣告代理商 廠商本身的組織結構。如果廠商組織架構是屬於分權式，則可能傾向考慮讓各地子公司自行決定廣告商選擇。 國家瞭解。全球化的廣告商是否對單一國家或區域的文化和購買行為有足夠的瞭解。 地域涵蓋率。廣告商可否能完全負責所有相關市場。 購買者的知覺。廠商想製造怎樣的產品認知。 When selecting an advertising agency it is important to consider the four areas listed on this slide. Also, despite an unmistakable trend toward using global agencies to support global marketing efforts, companies with geocentric orientations will adapt to the global market requirements and select the best agency or agencies accordingly. advertising professionals face escalating pressure to achieve new heights of creativity. Some critics of advertising complain that agencies sometimes try to create advertising that will win awards and generate acclaim and prestige rather than advertising that serves clients’ needs. The search for fresh answers to promotion challenges has prompted some client companies to look to new sources for creative ideas © 2005 Prentice Hall

創造全球化廣告 創意策略 大創意 廣告訴求 銷售主張 創意執行 Art & Copy The message is at the heart of advertising. The particular message and the way it is presented will depend on the advertiser’s objective. Is the ad designed to inform, entertain, remind, or persuade? Moreover, in a world characterized by information overload, ads must break through the clutter, grab the audience’s attention, and linger in their minds. This slide highlights the important aspects that marketing managers must consider when trying to create an advertising piece that stays true to the message. © 2005 Prentice Hall

藝術總監與藝術方向 藝術總監： 藝術方向： 是一個專業的廣告人員，負責確立廣告的整體形象。 負責選擇廣告中的視覺效果，例如影像、風格等等。 視覺呈現的形式是全球都能理解的。 © 2005 Prentice Hall

文 化 考 量 在日本間接的表達方式比直接的表達方式受到喜愛。 產品與廣告內容的關聯性通常很小。 文 化 考 量 在日本間接的表達方式比直接的表達方式受到喜愛。 產品與廣告內容的關聯性通常很小。 電視廣告中通常只有十分簡短的對白，配合極少需要解釋的內容。 幽默通常用來產生與相互情感的連結。 知名人士以一般人或是令人感到熟悉的方式出現在廣告中。 廣告中主要傳達的是對該公司的信賴感，其次才是產品品質。 要加深觀眾對產品名稱的印象，多會使用較短如15秒左右的廣告。 Knowledge of cultural diversity, especially the symbolism associated with cultural traits, is essential for creating advertising. Local country managers can share important information, such as when to use caution in advertising creativity. Use of colors and man-woman relationships can often be stumbling blocks. © 2005 Prentice Hall

選擇有效的全球市場廣告訴求準則 This table is intended to be a guide to creating standardized appeals in terms of the clusters; for example, a standardized ad employing a rational/argument appeal could be translated as appropriate and used to good effect in Austria, Belgium, Italy, and the United States. Many German companies, for example, prefer ads that contain plenty of copy that presents a rational argument for a product’s superiority. This is typical of ads for beer, automobiles, and food products. However, many creative campaigns are based on the understanding that sometimes the best approach is to disregard guidelines and break some so-called rules. © 2005 Prentice Hall

媒 體 決 策 禁止使用比較性廣告。 未經審檢的影片不準廣告。 媒 體 決 策 禁止使用比較性廣告。 未經審檢的影片不準廣告。 女人只能出現在關於家庭事務廣告中，而且她們的外貌必須以合乎禮儀的方式出現，來確保她們的女性尊嚴。 女性必須穿著長且合宜的洋裝，完全遮住身體，只能露出臉和手掌。 Even when media availability is high, its use as an advertising vehicle may be limited. For example, in Europe, television advertising either does not exist or is extremely limited in Denmark, Sweden, and Norway. The time allowed for advertising each day varies from 12 minutes in Finland to 80 in Italy, with 12 minutes per hour per channel allowed in France and 20 in Switzerland, Germany, and Austria. Regulations concerning content of commercials vary, and there are waiting periods of up to 2 years in several countries before an advertiser can obtain broadcast time. In Germany, advertising time slots are reserved and paid for 1 year in advance. This slide includes the specifics that marketers will need to consider if doing business in Saudi Arabia. © 2005 Prentice Hall

公關及公共報導 評估公眾對公司、產品與品牌的意見和態度。 對公司的不同利益團體，促進其瞭解和接受﹐提昇公司聲譽。 基本的公關具有： 新聞發佈 媒體集會 記者會 工廠導覽 展覽會或專業期刊文章 電視或廣播的談話性節目 特殊事件 Public relations (PR) is the department or function responsible for evaluating public opinion about, and attitudes toward, the organization and its products and brands. Public relations personnel also are responsible for fostering goodwill, understanding, and acceptance among a company’s various constituents and publics. Like advertising, public relations is one of four variables in the promotion mix. One of the tasks of the PR practitioner is to generate favorable publicity. By definition, publicity is communication about a company or product for which the company does not pay. © 2005 Prentice Hall

全球行銷溝通中的公關角色 國際上公關的支出平均每年都有20%的成長 公關支出在印度有著驚人的200%成長率 成長的因素 可增加政府與國家的關係 科技驅動的溝通革命開啟了資訊時代 國家政府間的公共關係，也開始增加政府、組織與社會正在處理類似環境與世界等議題 Public relations professionals with international responsibility must go beyond media relations and serve as more than a company mouthpiece; they are called upon to simultaneously build consensus and understanding, create trust and harmony, articulate and influence public opinion, anticipate conflicts, and resolve disputes. As companies become more involved in global marketing and the globalization of industries continues, company management must recognize the value of international public relations. © 2005 Prentice Hall

世界各地的公關活動如何不同 ? 在特定的國家，公關執行會受到以下影響： 文化、傳統。 社會、政治。 經濟環境。 © 2005 Prentice Hall

接續下一章 第14章 全球行銷溝通決策Ⅱ： 促銷、人員銷售與特殊形式 之行銷溝通 © 2005 Prentice Hall