Prior to beginning work on this discussion, review Chapter 13: Global Marketing Communications Decision I, and The Toyota Recall Crisis: Media Impact on Toyota’s Corporate Brand Reputation article.

The promotion (P) of the marketing mix includes advertising, public relations, sales promotion, personal selling, and direct marketing. When a company embraces integrated marketing communications, it recognizes that the various elements of a company’s communication strategy must be carefully coordinated.

Advertising:

• Determine four major difficulties that can compromise an organization’s attempt to communicate with customers in any location. Provide examples.

Public Relations:

Public Relations (PR) “is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Review the Toyota Crisis article carefully and search the web for more information needed to understand their case of PR.

• Explain the issues that can arise in different country markets when marketers decide to implement a global sales promotion strategy.
• Differentiate between personal selling and direct marketing.