ABSTRACT
Taken as an integrated whole, the variety of activities that comprise corporate advertising and promotions strategy is often deemed to be the most important of cross-national marketing tools. Certainly the host of MNCs we spoke to considered advertising and promotions strategy to be the principal means through which the corporation communicates its core “differentiation” message to the regional/domestic market base. Due prominence will be given to advertising in this chapter as the most visible promotional activity. But localized sales promotion activities – such as trade fairs, adapted billboards, public relations and publicity, and the usual corporate paraphernalia – will also be discussed at length. A major concern for global MNCs is that these component tools together project and deliver a consistent message and image, particularly in the emerging markets of ASEAN, where certain elements of the promotional armory may not yet be available.
