Handbook of Corporate Communication and Public ... - Blogs Unpad
Handbook of Corporate Communication and Public ... - Blogs Unpad Handbook of Corporate Communication and Public ... - Blogs Unpad
Table 12.14 What role does event sponsorship play in your integrated marketing mix • At this point a minor one • To remind the community of our presence, to develop potential contacts and to support activities that we believe in • More and more important • In fact, event sponsorship is a critical part of promotional programmes in our marketing mix. It is seamlessly combined with sales promotions and always PRed in a well-branded manner to enhance brand image/positioning • Event sponsorship has been the major way to market our name and product • Important, but one has to bear the costs in mind Source: Fan and Pfitzenmaier, 2002 Table 12.15 Comments on the future development of event marketing in China • Direct contact with consumers is becoming increasingly important in the China market. All the major marketers will pay much more attention to below-the-line programmes instead of above-the-line advertising. Event marketing will play a key role to build contacts • Event marketing is just at the infant stage with a great deal of growth to be had • Growing but painfully, no big events to come off yet • Event marketing is considered to be a good marketing tool, yet any blind following without right strategy is dangerous. Measurement of the efficiency is needed • It should increase in usage • The above questions are all relevant to a company that sells products or services in China. We are the largest sports marketing company in the world including China. We do very little abovethe-line promotion of our company • Sports and music as a means to bring people together • One must consider the socio-political context in China (marketing mix) and the feasibility of using event sponsorship does depend on the product of the company in question (i.e. there are restrictions for tobacco companies, etc.) Source: Fan and Pfitzenmaier, 2002 consumers will play a key role as will the impact of local environment on any PR activities. For example, Marlboro’s much-publicized promotion campaign in 1998 was cut short after strong criticism from the press. In 1999 the company was forced to give up the title sponsorship of China’s premiere football league after the government tightened up legislation on tobacco and alcohol advertising. International companies in China today are facing stiff competition not just from other foreign firms but also local brands which may have moderate or even matching quality but sell at far lower prices. They also find it more difficult to reach increasingly sophisticated markets. Communication through traditional mass media such as TV and press becomes more expensive and less effective. Events management, though still at an early stage, can provide companies with a good alternative, if used in co-ordination with PR and other principal elements in the integrated marketing mix. The sponsorship of popular sports, music and local cultural events would appear to be particularly effective in forging direct contact with the opinion leaders, gathering PR intelligence and encouraging product trials. The threat of growing competition from foreign multinational corporations combined with knowledge and identification of culturally related differences are of critical concern. Cultural change, combined with an increased desire for material goods, is stimulated partly by new integrated communication, including strategic advertising (Costa, 1991; McCracken, 1988) but might recognize that people are committed to their own culture’s value systems, attitudes, beliefs, and this in turn influences people’s perception processes. © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
For example, young Chinese adults aged between 18 and 24 years, in common with other demographic groups worldwide, are highly driven achievement-oriented individuals. Individualism in the fast-growing Asian markets is manifested by an eager embrace of new freedoms and western values. These young adults show strong drive and ambition and tend to be free-spending and selfindulgent. They have a carefree attitude, a short-term focus, a marked self-centredness, with strong drives towards materialism. The desire for different types of branded goods and company information (Table 12.16) shows in advertisements to improve living standards and lifestyles in China, through demand for cars, fashion, computers, books, education, home interior and entertainment information. Electrical appliances such as fridges, microwaves, etc. are no longer the most popular items in China. Nevertheless, young UK adults also require more information on audiovisual equipment, entertainment, fashion. In particular, they ask for more medicine and health information. As housing plans in China’s major cities have increased, Chinese young adults appear to demand more interior design information, while young UK adults show less or no interest in it. Table 12.16 compares requirements for more product information from the two countries. Thus, general information about advertising exposure in the United Kingdom and China combined with semantic issues relating to language and culture, has provided important branding information based on the viewpoints of UK compared to Chinese peoples, especially young Chinese adults. Such PR intelligence will inevitably expand in the current economic climate to inform multinationals, Chinese organizations and consultants alike, on how best to communicate with this large and important global sector. Table 12.16 Advertisement by branded product information Cosmetics, sanitation and hygiene products Advertisements for medicine, nutrition and health China Advertisements for consumer electrical appliances, e.g. fridge, microwave, etc. O O Advertisements for household appliances, e.g. detergent, shampoo, soap, etc. Advertisements for daily necessities like watches, glasses, bikes, etc. O O Advertisements for carpets, furniture and other interior decoration Advertisements for food and drink Advertisements for cars and motorcycles Advertisements for computers, photocopiers and other office products Advertisements for books, magazines, schools and education, etc. Advertisements for audiovisual equipment, eg. hi-fi, Walkman, TV, VCR, etc. Advertisements for fashion information, e.g. clothing, shoes, jewellery, etc. O O Advertisements for entertainment like music, movie, travel, cameras, etc. O O M M M M M M M M UK Source: Wen-Ling Liu (2003) Notes: M indicates that the country demands more product information, p < .001. O indicates that both countries have no significant differences, p > .05. M © 2004 Sandra Oliver for editorial matter and selection; individual chapters, the contributors
- Page 164 and 165: well-structured department format,
- Page 166 and 167: Table 9.2 Seoul 1988 PR practices D
- Page 168 and 169: Table 9.4 Atlanta 1996 PR practices
- Page 170 and 171: according to the specific Australia
- Page 172 and 173: etween venue operations and the pho
- Page 174 and 175: Howard, S. (1998) Corporate Image M
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- Page 180 and 181: managers and employees to keep up w
- Page 182 and 183: in innovative products of a consist
- Page 184 and 185: CHAPTER 11 Differing corporate comm
- Page 186 and 187: would like to achieve. From the mom
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- Page 190 and 191: clear majority of the respondents b
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- Page 204 and 205: Table 12.1 Advertising industry tur
- Page 206 and 207: loses the phonetic link with the or
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- Page 222 and 223: - securities - insider information;
- Page 224 and 225: Only 8.8 per cent use a vendor for
- Page 226 and 227: Building a corporate communication
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For example, young Chinese adults aged<br />
between 18 <strong>and</strong> 24 years, in common with<br />
other demographic groups worldwide, are<br />
highly driven achievement-oriented individuals.<br />
Individualism in the fast-growing Asian<br />
markets is manifested by an eager embrace<br />
<strong>of</strong> new freedoms <strong>and</strong> western values. These<br />
young adults show strong drive <strong>and</strong> ambition<br />
<strong>and</strong> tend to be free-spending <strong>and</strong> selfindulgent.<br />
They have a carefree attitude, a<br />
short-term focus, a marked self-centredness,<br />
with strong drives towards materialism.<br />
The desire for different types <strong>of</strong> br<strong>and</strong>ed<br />
goods <strong>and</strong> company information (Table<br />
12.16) shows in advertisements to improve<br />
living st<strong>and</strong>ards <strong>and</strong> lifestyles in China,<br />
through dem<strong>and</strong> for cars, fashion, computers,<br />
books, education, home interior <strong>and</strong> entertainment<br />
information. Electrical appliances<br />
such as fridges, microwaves, etc. are no longer<br />
the most popular items in China. Nevertheless,<br />
young UK adults also require more information<br />
on audiovisual equipment, entertainment,<br />
fashion. In particular, they ask for more<br />
medicine <strong>and</strong> health information. As housing<br />
plans in China’s major cities have increased,<br />
Chinese young adults appear to dem<strong>and</strong><br />
more interior design information, while young<br />
UK adults show less or no interest in it. Table<br />
12.16 compares requirements for more product<br />
information from the two countries.<br />
Thus, general information about advertising<br />
exposure in the United Kingdom <strong>and</strong><br />
China combined with semantic issues relating<br />
to language <strong>and</strong> culture, has provided<br />
important br<strong>and</strong>ing information based on<br />
the viewpoints <strong>of</strong> UK compared to Chinese<br />
peoples, especially young Chinese adults.<br />
Such PR intelligence will inevitably exp<strong>and</strong> in<br />
the current economic climate to inform multinationals,<br />
Chinese organizations <strong>and</strong> consultants<br />
alike, on how best to communicate with<br />
this large <strong>and</strong> important global sector.<br />
Table 12.16 Advertisement by br<strong>and</strong>ed product<br />
information<br />
Cosmetics, sanitation <strong>and</strong><br />
hygiene products<br />
Advertisements for medicine,<br />
nutrition <strong>and</strong> health<br />
China<br />
Advertisements for consumer<br />
electrical appliances,<br />
e.g. fridge, microwave, etc. O O<br />
Advertisements for household<br />
appliances, e.g. detergent,<br />
shampoo, soap, etc.<br />
Advertisements for daily<br />
necessities like watches,<br />
glasses, bikes, etc. O O<br />
Advertisements for carpets,<br />
furniture <strong>and</strong> other interior<br />
decoration<br />
Advertisements for food <strong>and</strong><br />
drink<br />
Advertisements for cars <strong>and</strong><br />
motorcycles<br />
Advertisements for computers,<br />
photocopiers <strong>and</strong> other <strong>of</strong>fice<br />
products<br />
Advertisements for books,<br />
magazines, schools <strong>and</strong><br />
education, etc.<br />
Advertisements for audiovisual<br />
equipment, eg. hi-fi, Walkman,<br />
TV, VCR, etc.<br />
Advertisements for fashion<br />
information, e.g. clothing,<br />
shoes, jewellery, etc. O O<br />
Advertisements for entertainment<br />
like music, movie, travel,<br />
cameras, etc. O O<br />
M<br />
M<br />
M<br />
M<br />
M<br />
M<br />
M<br />
M<br />
UK<br />
Source: Wen-Ling Liu (2003)<br />
Notes: M indicates that the country dem<strong>and</strong>s more product<br />
information, p < .001. O indicates that both countries have no<br />
significant differences, p > .05.<br />
M<br />
© 2004 S<strong>and</strong>ra Oliver for editorial matter <strong>and</strong> selection;<br />
individual chapters, the contributors
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