Assignment Module 6 Review Questions: What Are The Pros

65 Assignment Module 6 Reviewreview Questionswhat Are The Pros An

Discuss the pros and cons of standardization for international advertising. Explain the tools used by public relations professionals. Is public relations free promotion for a company? Compare the three sales force structures outlined in the Kotler textbook. Which is the most effective and why? Use Armstrong, G., & Kotler, P. (2014). Principles of Marketing (15th ed.) as your reference.

Paper For Above instruction

International advertising presents both opportunities and challenges, heavily influenced by the degree of standardization adopted by multinational firms. Standardization refers to the practice of using uniform advertising strategies across different countries, which can generate significant benefits but also pose certain risks. The advantages of standardization include cost efficiency, as a unified campaign reduces production and media buying costs. A standardized approach enhances brand consistency globally, fostering a strong and cohesive brand image that resonates across diverse markets. Additionally, it simplifies management processes by streamlining creative development and strategic planning, ensuring that brand messaging remains consistent irrespective of geographical boundaries (Kotler & Armstrong, 2014).

However, standardization also has notable drawbacks. It may overlook cultural differences, preferences, and consumer behaviors unique to each market, leading to potential misunderstandings or the ineffectiveness of advertising messages. What works in one country may fail in another due to differences in language, customs, and values (De Mooij, 2019). This rigidity can hinder a company's adaptability and responsiveness to local market conditions, ultimately affecting the success of advertising campaigns. Achieving an optimal balance between standardization and adaptation is crucial for effective international advertising strategies.

Public relations (PR) tools are vital components for communicating with target audiences and managing a company’s reputation. Common tools include press releases, media kits, social media engagement, events, sponsorships, community involvement, and issue management strategies. These tools enable organizations to shape public perception, foster goodwill, and build relationships with stakeholders (Cutlip, Center, & Broom, 2006). PR professionals utilize these tools to craft compelling stories, respond to crises, and generate coverage that is often perceived as more credible and less costly than paid advertising.

Regarding the question of whether public relations is free promotion, it is important to recognize that while PR does not require direct media buying or advertising expenses, it is not entirely free. Implementing effective PR strategies involves costs related to personnel, content creation, event organization, and other communication activities. However, because media coverage obtained through PR is often earned rather than paid, it can be more cost-effective than traditional advertising. The value of PR lies in its ability to generate credible exposure without the high costs associated with paid media, thereby providing a form of promotion that can be highly influential and cost-efficient (Grunig & Hunt, 1984).

The sales force structure significantly impacts a company's ability to reach and serve its customers effectively. Kotler (2014) outlines three primary sales force structures: geographical, product, and customer (or market) structures. The geographical structure segments sales personnel based on geographic territories, enabling focused coverage and local market knowledge. The product structure assigns sales teams to specific product lines, facilitating specialized expertise and tailored selling approaches. Conversely, the customer or market-based structure organizes sales efforts according to customer types or market segments, allowing customized solutions and relationship building tailored to specific customer needs.

Among these, the customer or market-based sales force structure is often regarded as the most effective in today’s competitive environment. This structure fosters strong customer relationships, improves customer satisfaction, and enhances strategic account management, which is crucial for retaining clients and gaining a competitive advantage. It enables sales teams to develop a deep understanding of customer needs and preferences, leading to more personalized service, greater customer loyalty, and increased sales (Kotler & Armstrong, 2014). However, the effectiveness of any structure depends on the company's specific market conditions, products, and strategic goals.

References

  • Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations (10th ed.). Pearson Education.
  • De Mooij, M. (2019). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage Publications.
  • Kotler, P., & Armstrong, G. (2014). Principles of Marketing (15th ed.). Pearson.
  • Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
  • Smith, R. D., & Taylor, P. (2013). Strategic Planning for Public Relations. Routledge.
  • Wilcox, D. L., & Reber, B. H. (2013). Public Relations Writing and Media Techniques. Pearson.
  • Dozier, D. M., Grunig, J. E., & Grunig, L. A. (2002). Excellent Public Relations and Effective Organizations. Lawrence Erlbaum Associates.
  • Harris, T. L., & Nelson, T. (2008). Public Relations and Marketing: An Integrated Approach. Pearson.
  • Gregory, A. (2012). Planning and Managing Public Relations Campaigns. Kogan Page.
  • Mitchell, S., & Bruning, S. (2005). The New Public Relations. Baylor University Press.

Related Assignments