Globally integrated marketing communications

Grein, Andreas F.; Gould, Stephen J.

doi:10.1080/135272696346114

Cited by 31 publications

(23 citation statements)

References 3 publications

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“…country, product and individual differences) when they are designing cross-cultural marketing programmes. At all times product placement activity should be considered in a much wider context to ensure it is successfully integrated into marketing campaigns (Grein & Gould 1996). This study revealed a country difference between the US and the PRC, whereby US consumers generally had a higher level of acceptance of product placement than did Chinese consumers.…”

Section: Discussionmentioning

confidence: 95%

Product placement in movies: a comparison of Chinese and American consumers’ attitudes

McKechnie

Zhou

2003

International Journal of Advertising

106

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In recent years there has been an increase in the practice of product placement. This paper reports the findings of an exploratory quantitative study of the attitudes of Chinese consumers towards product placement. The aim is to provide some insights into how similar, or different, these attitudes are to those of American consumers. Country differences were found to exist between the US and the People's Republic of China (PRC) in terms of Chinese consumers generally being less accepting of product placement than American consumers, while individual differences were not found to have much of an impact given the major differences in cultural values between the US and the PRC. Also, more ethically-charged products generated greater concerns among both US and Chinese consumers than less ethically-charged products.

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Section: Discussionmentioning

confidence: 95%

Product placement in movies: a comparison of Chinese and American consumers’ attitudes

McKechnie

Zhou

2003

International Journal of Advertising

106

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“…Although Grein and Gould (1996) claim that media infrastructure is becoming more global, companies often have to adapt solely due to the unavailability of similar media. This sentiment was expressed by several respondents who noted that they often had to adapt media strategy due to unavailability of similar media.…”

Section: Media MIXmentioning

confidence: 99%

MNE executive insights into international advertising programme standardisation

Melewar

Pickton

Gupta

et al. 2009

Journal of Marketing Communications

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The standardisation/adaptation debate in international advertising has been a key topic of discussion among practitioners and academics for over 40 years (Agarwal 1995). The purpose of this paper is to identify the factors that influence executive decisions to standardise or adapt as determined by experienced international marketing executives working for large multinational enterprises (MNEs). The investigation initially provides a review of existing literature about the constructs under investigation and then, through in-depth qualitative interviews, it aims to develop an understanding of the factors executives consider important in the standardisation/adaptation decision in order to develop their international advertising strategies. This paper suggests that recognition of the impact of competition, culture, education, marketing institution and consumer related determinants have increased in importance over the years, affecting decisions of advertising theme, creative expression and media mix. Of these, advertising theme is the easiest and most appropriately standardised theme, whereas, creative expression and media mix are most susceptible to adaptation as per the requirement of the MNEs. The paper concludes by highlighting managerial and academic implications.

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“…Like few other media, opt-in e-mail potentially results in synergies even though multiple audiences are targeted and multiple themes are used (Grein & Gould, 1996).…”

Section: Deploying Permission Marketingmentioning

confidence: 99%

Getting permission: Exploring factors affecting permission marketing

Tezinde

Smith

Murphy

2002

Journal of Interactive Marketing

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Permission marketing suggests an evolution of direct marketing, particularly used with e-mail. It combines databases of customers who agree to receive marketing messages with low-cost, customized e-mails that attempt to slice through advertising clutter, attract increased customer support, and change behavior. This applied research examined implementing permission marketing, relevant literature, and permission marketing's effectiveness influencing consumer interest and behavior. A case study tested the propositions resulting from the literature review and evaluated responses to a permission marketing campaign that used traditional and new media. This study found that relevance—personalization, brand equity, and previous relationships—influenced response rates. This article adds to the growing body of research on permission marketing's role in marketing theory, as well as its applied effectiveness in the marketplace.

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Globally integrated marketing communications

Cited by 31 publications

References 3 publications

Product placement in movies: a comparison of Chinese and American consumers’ attitudes

Product placement in movies: a comparison of Chinese and American consumers’ attitudes

MNE executive insights into international advertising programme standardisation

Getting permission: Exploring factors affecting permission marketing

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