From the course: International Marketing Foundations
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Promotional considerations
From the course: International Marketing Foundations
Promotional considerations
- Coca-Cola once got itself into big trouble. In advertising images, they changed the columns of the Parthenon to the icon shape of the Coca-Cola bottle. They didn't realize until after the fact that the Greeks consider the Parthenon to be a religious symbol, not appropriate for advertising a consumer product. There are hundred of examples where companies have made promotional mistakes in international markets, but you don't have to be one of them. Promotion is the four P component that deals with advertising, personal selling, public relations, web presence, coupons, and other tools used to communicate with your customers and drive commerce. Your advertising may need to be adjusted to not only inform consumers about the existence of your product, but also expose them to basic training on how to use it. This is especially true in those markets where the retail channels for your product or industry are not yet fully…
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