ABSTRACT

Promotion – or market communications – involves the strategies that the firm carries out to develop the demand for its products. The task of the communications strategy is to create the specific personality of the brand as perceived by customers. This task is increasingly challenging as the firm enters international markets. This chapter explains how different factors affect the firm's international market communications. The Strategic Windows model suggests that firms take different approaches to international market communications depending on their position in this model. Market communications should start with the receiver, who is the one who deciphers the message as it is expressed by the sender. The international marketing communication model illustrates that as the message is developed by the sender, based on the sender's references, it is transferred to the receiver through communication channels that "hit" the receiver. The basic thought behind the FCB model is typically directed towards the consumer market.