ABSTRACT
International promotion strategy entails decisions about advertising, personal selling, sales promotion, public relations, and direct marketing. The development of trends in international promotion follows the trends established in the United States. International marketers strive to standardize advertising philosophies, objectives, and themes when possible. Advertisements should be placed in the various media where customers will encounter them. Direct marketing is often used to build relationships with established customers. Public relations efforts should not be ignored in international markets. Message-related problems can be avoided best by the international marketer's having good factual and cognitive cultural knowledge. Direct marketing is communicating directly with targeted consumers by methods other than mass media or face-to-face contact. Promotion strategy is an important component of the international marketing program because management needs to make target customers aware of the firm's marketing efforts.
