International Marketing Practices

television advertising has decreased [19]; however, in some countries, print media and television still enjoy a large media market penetration.

Small to medium sized operations commonly use paid advertisements in local newspapers and trade publications to promote products by stating current offerings and competitive advantages. An important aspect of paid advertisements is that the message should suit your target audience and adequately reflect the company’s values and production capacities. To develop an effective advertising campaign, a number of steps must be taken, including (1) conducting market research, (2) outlining campaign objectives, (3) developing messages for the target markets, (4) choosing the media, (5) allocating resources, (6) implementing the campaign, and (7) evaluating results [1]. Developing messages for target markets is often challenging when considering overseas consumers, particularly because you must be creative while conforming to cultural norms [1]. When deciding on messaging for foreign markets, it is important to consider the legal constraints in the countries where the advertising campaign will be implemented; for example, some countries ban the use of comparative language, while others have special taxes for advertising. Developing a company brochure can also be an effective and economical promotion tool for your business. A basic, informative brochure can be created in- house; however, if resources are available, hiring a professional writer, graphic designer, or both is likely a worthwhile investment. To extend the utilization period of a company brochure, avoid including information that could become outdated, such as prices; instead, direct interested parties to contact the company with inquiries about current pricing. A brochure should include the following elements:

• A clear, positive image of the company • Mission and values of the organization • Product information • Benefits available to clients • Qualifications and background of the firm, unique attributes • Available services and client benefits • Contact and professional information International Trade Shows and Trade Missions

Particip tion in international trade shows is an important component of a company’s international promotional strategy. A trade show is a “ stage-setting event in which firms present their products or services to prospective customers in a pre-formatted setting ” [86]. Other than door-to-door marketing, trade shows are the only promotional investment that allow companies to meet potential customers face-to-face. Trade shows can help a firm increase awareness of its

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