Planning promotional campaigns Target Audience Promotional campaigns affect more than consumers who purchase the product or service Suppliers,intermediaries, government, local community bankers and creditors, media organizations shareholders, and employees Research to determine multimarket target audiences is required as firms become more Who are our =5 internationally involved. customers? Corporate image advertising Umbrella campaigns Global image campaigns Copyright 2001 by Harcourt, Inc. All rights reservedCopyright © 2001 by Harcourt, Inc. All rights reserved. 20-4 Planning Promotional Campaigns Target Audience • Promotional campaigns affect more than consumers who purchase the product or service. – Suppliers, intermediaries, government, local community, bankers and creditors, media organizations, shareholders, and employees. • Research to determine multimarket target audiences is required as firms become more internationally involved. • Corporate image advertising • Umbrella campaigns • Global image campaigns Who are our customers?