“ As a firm develops its advertising strategy, it must consider three factors :
– The message they want to convey
– the media available for conveying the message
– the extent to which the firm wants to globalise its advertising effort” (book, p. 657)
The promotion designated in the “4 Ps” involves the communication, the personnal selling, the sales promotions, and public realtions. Firstly, as regards communication, Donnar is a B-to-B company, so they don t ad for the public. However, they try to convey a strong message to their customers in Australia. “The message of an advertisement refers to the facts or impressions the advertiser wants to convey to potential customers.” (book, p.657) their message is mainly “reliability, dependability and a market name which is wellknown in China” (Catts, C., 2004, email, 5th April) by mentioning awards and certificates awarded in China by numerous agencies. Their global communicati...