The challenge of global promotion is not simply to communicate across culturally diverse country markets, but to also achieve integrated marketing messages among the different media forms used to reach targeted customers.
Select a European domestic country cosmetics company and brand from Business Week’s “Best Global Brands” issue (or another European cosmetics brand source). Create an integrated global media plan for the company and brand. In creating the plan, take into account U.S. cosmetics market characteristics and media strategies of rival brands.
In your plan, include the following components:
Identify specific U.S. market media for communicating the European cosmetic brand message in four formats – print, broadcast television, in-store display, and online.
Plan to achieve both rational and emotional message appeals by designing different message content for each of the four media formats.
Explain how your integrated global media plan calibrates a unified message.
Write your plan as a 2-page report in a Word document formatted in APA style.