International Advertising can be very tricky in its implementation. What problems can happen and how could they be avoided?

o The degree to which global advertising should be adapted to the unique characteristics of various country markets

o Standardization

§ Benefits: lower costs, greater coordination, consistent image

§ Drawbacks: countries differ in culture, demographic, economies, laws

o Avoid problems by: creating strategies that make worldwide efforts more efficient and consistent, adapt programs to make them responsive to needs and expectations in different markets

o "think globally but act locally"

What is the role and purpose of a public relations department in the company?

o Design activities that engage and build good relations with company's touch points: press relations, product and brand publicity, public affairs, investors, government and donors

o Power to engage consumers and make a brand part of their lives and conversations

Why was the ad campaign, "CVS quits" launched in a very high profile manner?

o Show customers they're adhering to brand mission of "helping people on their path to better health" and although they lost billions in tobacco sales, people trust them and are more inclined to shop there

o Received a lot of attention and led to other retailers to do the same

What new role has Public Relations Departments had to take with the development of Social Media? What is a Social Media Command Center?

o Public Relations: build good relations with public by obtaining favorable publicity, building image, handling rumors, stories and events

o With social media, PR uses websites, blogs and social media to connect with customers

o Has to make sure these sites don't have negative content and that they portray the brand's unified identity

o Command Centers: make sure brand's marketing exposure is positive

Marketers are often asked about the "return on advertising investment". What is the problem and why is this important to track?

o People who react and engage with an ad are more likely to actively pursue the product

o Companies care what people are saying and how they are reacting

o Return on Investment: net return on investment divided by the costs

o Communication effects: ad message

When selecting advertising media, companies are no longer happy with being told how many have viewed their commercial but what is the "consumer expressions". Why?

o Measuring the communication effects whether they are getting the message across

o Need to see people's perception