Republic of the Philippines

NUEVA ECIJA UNIVERSITY OF SCIENCE AND TECHNOLOGY

Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

COLLEGE OF MANAGEMENT AND BUSINESS TECHNOLOGY

A Final Requirements for

Elective 13 Services Marketing

Magdangal, Marisol M.
BSBA MM 4A

Transforming Communities through Science and Technology

 Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND TECHNOLOGY
Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

COLLEGE OF MANAGEMENT AND BUSINESS TECHNOLOGY

UNIT 5: THINKING GLOBALLY

• Changing The Global Promotional Mix

An Overview:
To successfully implement global marketing strategies, brands must ensure that their
promotional campaigns take into account how consumer behavior is shaped by internal conditions
and external influences. Global companies must be nimble enough to adapt changing local market
trends, tastes, and needs to their promotional mix.
When launching global advertising, public relations, or sales campaigns, global companies test
promotional ideas to provide comparable results across countries. Using measures can be
particularly useful for marketers because they are based on visual, not verbal, promotional
elements.

Lesson Objective:
• List driving factors in global promotion decisions.
• Outline the steps in changing the Global Promotional Mix.
• Analyze the rationale used to promote products within a global marketing mix.

Changing the Global Promotional Mix

When launching global advertising, public relations, or sales campaigns, global
companies test promotional ideas using marketing research systems that provide results that are
comparable across countries. The ability to identify elements or moments of an ad that contribute
to the success of a product launch or expansion is how economies of scale in marketing
communications are maximized. Market research measures such as attention flow, emotion flow,
and branding moments provide insight into what works in an ad in one or multiple countries. These
measures can be particularly useful for marketers because they are based on visual, not verbal,
elements of promotion.

Transforming Communities through Science and Technology

 Republic of the Philippines
NUEVA ECIJA UNIVERSITY OF SCIENCE AND TECHNOLOGY
Cabanatuan City, Nueva Ecija, Philippines
ISO 9001:2015 CERTIFIED

COLLEGE OF MANAGEMENT AND BUSINESS TECHNOLOGY

Considering these steps along with conducting extensive market research is essential in
determining the success of promotional tactics in any country or region. Once brands discover
what works (and what doesn’t) in their promotional mix, those ideas can be imported by any other
market. Also, companies can use this intelligence to change various elements in their promotional
mix that receive little or no favorable response from global audiences.

• Establishing the Promotional Mix that’s right for your company involves seven steps:
1.) Your Target Market
2.) Determine Your Objectives
3.) Design Your Message
4.) Select Your Promotional Channels
5.) Determine Your Budget
6.) Determine Your Promotional Mix
7.) The Results of the Implemented Program and Adjust as needed

Summary:
We drive sales by promoting the benefits of our company’s products or services to groups
of potential buyers. The ways in which you promote our organization will largely be determined
by whether we successfully plant the right messages in the minds of our target audience.
Even a great product doesn’t sell itself. Your customers need information about your product
or service before they buy it. The ways you communicate features and benefits to your potential
customers is called the Promotional Mix.

Transforming Communities through Science and Technology