Foreign sales promotional objectives.

Foreign sales promotional objectives.

·        Awareness

·        Trial

·        Attitude toward the product

·        Temporary sales increases

Constraints on Global Communications Strategies

·        Language barriers

·        Cultural barriers

·        Local attitudes toward advertising

·        Media infrastructure

·        Advertising regulations

Some cultural dimensions:

·        Directness vs. indirectness

·        Comparison

·        Humor

·        Gender roles

·        Explicitness

·        Sophistication

·        Popular vs. traditional culture

·        Information content vs. fluff