Page 213 - International Marketing

NPP

BRILLIANT'S Overseas Market 215

type of festival advertising held at a temple or school. A free outdoor movie
can be shown during the festival while advertising is broadcast through
loudspeakers to the captive audience.
10. Internet: One recent medium that has gained worldwide attention
is the internet. Unlike other media, the internet is global in nature, creating
both worldwide opportunities and problems. Although, all the other media
allow marketers to a certain extent to restrict delivery of their messages,
the internet is an all or nothing proposition. Because of its international
nature, it requires global planning and the cultural dimension must be
considered. A successful website is one that has been carefully planned
taking into account the various languages and cultures.
On the basis of above discussion, it may be concluded that no one
single advertising medium is suitable for all countries and products. The
media mix has to vary from one target market to another. The basic
principles of media selection which apply in all markets are– it should be
selective and cost effective in reaching a large number of intended audience.
(II) Sales Promotion
Sales promotion comprises short term incentives to encourage
purchase or sales of a product or services.
The objectives of sales promotion are many and varied. They may
include persuading customers to buy a new product or stick to an old
product; luring consumers, away from the competitor’s product, rewarding
loyal customers; getting retailers to carry more inventory or new items
and allot more shelf space; getting more support from the sales force for
the company's sales effort, etc.
Types of Sales Promotion
There are varied types of sales promotion. These includes consumer
promotion aimed at the consumers, trade promotion aimed at the
distributors and sales force promotion aimed at company's own sales
force. Thus, the types of sales promotion are as follows:
1. Consumer promotion: The various consumer promotion tools are
as follows:
(a) Samples: Samples are offers, either free of cost or for a small
amount or a trial amount of a product. These are considered to
be the most effective way of introducing a new product.
(b) Coupons: Coupons are certificates that give buyers a saving
when they purchase specified products. Coupons are considered
very useful in stimulating sales of a mature brand and in promoting
early trial of a new brand.