and sponsorship (WJ Keggan, 2002). br/>
Table 4. U.K. Institute of Sales Promotion. /Span>
Tactic
Germany
France
U.K.
Netherlands
Belgium
On-pack price reductions
Yes
Yes
Yes
Yes
Yes
In-pack gift
?? /Td>
?? /Td>
Yes
??
?? /Td>
Extra product
?? /Td>
Yes
Yes
?? /Td>
?? /Td>
Money-off voucher
No
Yes
Yes
Yes
Yes
Free prize contest
No
Yes
Yes
No
No
KEY: Yes-legally allowed;?? - Under review; No - not legally allowed.
The usage of direct mail, the most popular type of direct marketing, varies around the world based on literacy rates, level of acceptance, infrastructure, and culture. In countries with low levels of literacy, a medium that requires reading is not effective. In other countries, the literacy rate may be high, but consumers are unfamiliar with direct mail and suspicious of products they cannot see.
3.3 Global advertising
The most visible promotional activity is perhaps global advertising. Global advertising can be defined as advertising more or less uniform across many countries, often in media vehicles with global reach. In many cases complete uniformity is unobtainable because of linguistic and regulatory differences between nations or differences in media availability, but, as with products, localized advertising can still be basically global. In contrast, multidomestic advertising is international advertising deliberately adapted to particular markets and audience in message and/or creative execution (WJ Keggan, 2002).
There are several traditional problems facing the decision maker in global advertising. One is how to allocate a given advertising budget among several market countries. The other is the message to use in these various markets. A third is what media to select. p> B...
