The purpose of this study is to analyse the international online marketing communication strategies of a mobile communications provider that has recently ‘gone global’ from a linguistic point of view.
This field of business has so far operated on a local level; through the merger of various companies operating on a national level to form the global player T-Mobile this has become an international business.
The present study will compare the linguistic implementation of T-Mobile’s online marketing communication strategies on the corporate as well as two local Internet sites and attempt to filter out possible cross-cultural differences.
Since an analysis of all relevant media would deserve more consideration than the purpose and length of this thesis allow, I wish to focus on just one media, the Internet, as this communication channel is exemplar of the ‘open-strategy’ approach of international marketing communications.
Inhaltsverzeichnis (Table of Contents)
- 1. INTRODUCTION
- 1.1 BACKGROUND AND PURPOSE
- 1.2 OUTLINE
- 2. THE FUNDAMENTALS OF INTERNATIONAL MARKETING COMMUNICATIONS APPLIED TO T-MOBILE'S MARKETING COMMUNICATION SITUATION
- 2.1 INTERNATIONAL MARKETING COMMUNICATION DEFINED
- 2.2 INTERNAL VS. EXTERNAL COMMUNICATION
- 2.3 STANDARDISATION VS. ADAPTATION
- 2.3.1 Strategy alternatives of global marketing communication
- 2.3.2 Advantages vs. disadvantages of standardization
- 2.3.3 Opportunities vs. limitations of standardization
- 2.4 DECISIONS IN INTERNATIONAL MARKETING COMMUNICATION
- 2.4.1 Object of marketing communications
- 2.4.2 Branding
- 2.4.3 Target group
- 2.4.4 Objectives of marketing communications
- 2.4.5 International marketing communications implementation strategy
- 2.5 FACTORS INFLUENCING INTERNATIONAL MARKETING COMMUNICATIONS
- 2.5.1 Selected sociocultural factors
- 2.5.1.1 Language
- 2.5.1.2 Values and norms
- 2.5.2 Other factors influencing global marketing communication
- 2.5.1 Selected sociocultural factors
- 2.6 SELECTED TOOLS OF INTERNATIONAL MARKETING COMMUNICATION
- 2.6.1 Advertising
- 2.6.1.1 Advertising strategy and execution
- 2.6.1.2 Product vs. corporate advertising
- 2.6.2 Public Relations
- 2.6.3 Sponsoring
- 2.6.1 Advertising
- 3. TRADITIONAL THEORY OF COMMUNICATION
- 3.1 THE COMMUNICATION PROCESS
- 3.2 BARRIERS TO COMMUNICATION
- 3.3 FORMS OF COMMUNICATION
- 4. INTERNATIONAL MARKETING COMMUNICATION – A LINGUISTIC APPROACH
- 4.1 THE COMMUNICATION MODEL APPLIED TO MARKETING COMMUNICATION
- 4.2 MARKETING COMMUNICATION PLANNING
- 4.3
- 4.3.1 Types of marketing communication strategies
- 4.3.1.1 The persuasive strategy
- 4.3.1.2 The image-building strategy
- 4.3.1.3 The informative strategy
- 4.3.2 Choice of medium
- 4.3.1 Types of marketing communication strategies
- 5. ONLINE MARKETING COMMUNICATION
- 5.1 THE WORLD WIDE WEB
- 5.1.1 The hypertext
- 5.1.2 Language use on the World Wide Web
- 5.2 KEY PRINCIPLES OF ONLINE MARKETING
- 5.2.1 Interactivity
- 5.2.2 Interconnection
- 5.2.3 Interface
- 5.2.4 Involvement
- 5.2.5 Information
- 5.2.6 Individualism
- 5.2.7 Integrity
- 5.3 SIGNIFICANCE OF THE INTERNET AS AN IMPORTANT MARKETING COMMUNICATION CHANNEL IN INTERNATIONAL MARKETING
- 5.3.1 Traditional marketing vs. online marketing
- 5.3.2 Types of marketing communications on the Internet
- 5.1 THE WORLD WIDE WEB
- 6. CASE STUDY: T-MOBILE
- 6.1 MARKET BACKGROUND
- 6.2 T-MOBILE'S GLOBAL MARKETING COMMUNICATIONS
- 6.3 T-MOBILE: CORPUS DESCRIPTION
- 7. T-MOBILE'S INTERNATIONAL ONLINE MARKETING COMMUNICATION STRATEGIES AND THEIR LINGUISTIC IMPLEMENTATION
- 7.1 PART I: ANALYSIS OF THE ONLINE PRODUCT ADVERTISING
- 7.1.1 Discourse and layout features
- 7.1.1.1 The headline
- 7.1.1.2 The body copy
- 7.1.1.3 Text-based rhetorical devices - product and/or brand name repetition
- 7.1.2 Stylistic features
- 7.1.2.1 Precision
- 7.1.2.2 Tone
- 7.1.3 Lexico-syntactic features
- 7.1.3.1 Compounds
- 7.1.3.2 Pronouns
- 7.1.3.3 Verbs
- 7.1.3.4 Active and passive
- 7.1.3.5 Modal verbs
- 7.1.3.6 Sentence length
- 7.1.3.7 Sentence structure
- 7.1.3.8 Word-based rhetorical devices
- 7.1.3.8.1 Comparative
- 7.1.3.8.2 Superlative
- 7.1.3.8.3 Deconcretisation
- 7.1.3.9 Sentence-based rhetorical devices
- 7.1.3.9.1 Hyperbole
- 7.1.3.9.2 Ellipsis
- 7.1.3.9.3 Repetition
- 7.1.3.9.3.1 Doubling
- 7.1.3.9.3.2 Parallelism
- 7.1.3.9.3.3 Sequence
- 7.1.3.9.4 Commands
- 7.1.3.9.5 Direct address
- 7.1.3.9.6 Understatements
- 7.1.3.9.7 Antithesis
- 7.1.3.9.8 Two-part figure
- 7.1.4 Visual aids
- 7.1.4.1 Typography
- 7.1.4.2 Image and text
- 7.1.4.3 Other visual aids
- 7.1.5 Summary of findings
- 7.1.1 Discourse and layout features
- 7.2 PART II: ANALYSIS OF THE ONLINE CORPORATE ADVERTISING
- 7.2.1 Discourse and layout features
- 7.2.1.1 The headline
- 7.2.1.2 The body copy
- 7.2.1.3 Text-based rhetorical devices - brand name repetition
- 7.2.2 Stylistic features
- 7.2.2.1 Precision
- 7.2.2.2 Tone
- 7.2.3 Lexico-syntactic features
- 7.2.3.1 Compounds
- 7.2.3.2 Pronouns
- 7.2.3.3 Verbs
- 7.2.3.4 Active and passive
- 7.2.3.5 Modal verbs
- 7.2.3.6 Sentence length
- 7.2.3.7 Sentence structure
- 7.2.3.8 Word-based rhetorical devices
- 7.2.3.8.1 Comparative
- 7.2.3.8.2 Superlative
- 7.2.3.8.3 Deconcretisation
- 7.2.3.9 Sentence-based rhetorical devices
- 7.2.3.9.1 Hyperbole
- 7.2.3.9.2 Ellipsis
- 7.2.3.9.3 Repetition
- 7.2.3.9.3.1 Doubling
- 7.2.3.9.3.2 Parallelism
- 7.2.3.9.3.3 Sequence
- 7.2.3.9.4 Commands
- 7.2.3.9.5 Direct Address
- 7.2.3.9.6 Understatements
- 7.2.3.9.7 Antithesis
- 7.2.3.9.8 Two-part figure
- 7.2.4 Visual aids
- 7.2.4.1 Typography
- 7.2.4.2 Image and text
- 7.2.4.3 Other visual aids
- 7.2.5 Summary of findings
- 7.2.1 Discourse and layout features
- 7.1 PART I: ANALYSIS OF THE ONLINE PRODUCT ADVERTISING
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This work aims to analyze T-Mobile's international marketing communication strategies, focusing on the linguistic aspects of their online presence. It investigates how T-Mobile utilizes language and visuals in both product and corporate advertising to achieve its communication goals in diverse international markets.
- International Marketing Communication Strategies
- Linguistic Analysis of Online Advertising
- Standardization vs. Adaptation in Global Marketing
- The Role of Language in Cross-Cultural Communication
- Effectiveness of Online Marketing Channels
Zusammenfassung der Kapitel (Chapter Summaries)
1. INTRODUCTION: This introductory chapter sets the stage for the entire study. It establishes the background and purpose of the research, which centers on analyzing T-Mobile's international marketing communication strategies through a linguistic lens. The chapter likely outlines the structure of the work and provides a brief overview of the key themes and methodologies that will be employed throughout the analysis. It prepares the reader for the in-depth examination of T-Mobile's communication practices in the following chapters.
2. THE FUNDAMENTALS OF INTERNATIONAL MARKETING COMMUNICATIONS APPLIED TO T-MOBILE'S MARKETING COMMUNICATION SITUATION: This chapter lays the theoretical groundwork for understanding international marketing communications. It defines key concepts, such as standardization versus adaptation strategies, and explores the various factors (sociocultural, economic, political, etc.) that influence communication decisions in a global context. It likely establishes a framework for analyzing T-Mobile's choices and provides essential context for the case study. The chapter probably covers different communication tools (advertising, PR, sponsoring) and their global applications, positioning it as a necessary foundation for later chapters focusing on T-Mobile's specific strategies.
3. TRADITIONAL THEORY OF COMMUNICATION: This chapter delves into established communication theories. It dissects the communication process itself, identifying potential barriers that can hinder effective message transmission and reception. Different forms of communication are likely explored, providing a basis for understanding how message construction and delivery impact international marketing efforts. This chapter serves as a comparative point of reference, allowing for a better appreciation of how T-Mobile’s strategies align with or deviate from traditional communication models.
4. INTERNATIONAL MARKETING COMMUNICATION – A LINGUISTIC APPROACH: This chapter likely bridges the gap between general marketing communication theories and the linguistic focus of the subsequent analysis. It applies established communication models specifically to the context of marketing, explaining how linguistic choices impact the effectiveness of marketing campaigns. The chapter likely discusses various marketing communication strategies (persuasive, image-building, informative) and explores the role of language in shaping these strategies. This chapter essentially prepares the reader for the detailed linguistic analysis of T-Mobile's online marketing materials in the later chapters.
5. ONLINE MARKETING COMMUNICATION: This chapter focuses on the unique aspects of online marketing communication. It likely defines key principles of effective online marketing, such as interactivity, interconnection, interface, involvement, information, individualism, and integrity. The chapter differentiates traditional marketing from online marketing, emphasizing the advantages and challenges presented by the digital landscape. Various types of online marketing communications are likely discussed, setting the stage for the analysis of T-Mobile's online marketing campaigns in the subsequent chapters. The importance of the internet as a crucial marketing channel in a globalized context is highlighted, potentially comparing and contrasting its capabilities against traditional channels.
6. CASE STUDY: T-MOBILE: This chapter provides background information on T-Mobile's market presence and global marketing communications. It sets the context for the detailed linguistic analysis that follows in Chapter 7. The chapter will likely present a comprehensive overview of T-Mobile's global marketing strategies and how the company adapts its message to different markets. A corpus description of T-Mobile's online communication materials is also likely included, establishing the data used in the subsequent analysis. This lays the foundation for the upcoming analysis by introducing the specific subject and scope of investigation.
Frequently Asked Questions: Analysis of T-Mobile's International Online Marketing Communication Strategies
What is the main focus of this document?
This document comprehensively analyzes T-Mobile's international marketing communication strategies, with a particular emphasis on the linguistic features of their online advertising (both product and corporate). It investigates how language and visuals contribute to their communication goals across diverse international markets.
What topics are covered in the document?
The document covers a wide range of topics, including the fundamentals of international marketing communication, traditional communication theory, a linguistic approach to marketing communication, online marketing communication specifics, and a detailed case study of T-Mobile's strategies. It examines standardization vs. adaptation strategies, the influence of sociocultural factors, various communication tools (advertising, PR, sponsoring), and the key principles of effective online marketing (interactivity, interconnection, etc.). The analysis delves into linguistic features like discourse, layout, stylistic choices, lexico-syntactic features (compounds, pronouns, verb usage, sentence structure, rhetorical devices), and visual aids used in T-Mobile's online advertising.
What is the structure of the document?
The document is structured into seven chapters. Chapter 1 provides an introduction and outlines the study's purpose. Chapters 2-5 lay the theoretical groundwork, covering fundamental concepts in international marketing communication, traditional communication theories, linguistic approaches, and online marketing principles. Chapter 6 presents a case study of T-Mobile, providing background information on their market and global marketing communications. Finally, Chapter 7 conducts a detailed linguistic analysis of T-Mobile's online product and corporate advertising, examining various discourse and stylistic features, lexico-syntactic elements, and visual aids.
What are the key themes explored?
Key themes include international marketing communication strategies, linguistic analysis of online advertising, standardization vs. adaptation in global marketing, the role of language in cross-cultural communication, and the effectiveness of online marketing channels. The document also explores the interplay between language, visuals, and the overall communicative impact of T-Mobile's online presence.
What methodology is used in the analysis?
The analysis utilizes a linguistic approach, focusing on the detailed examination of linguistic features within T-Mobile's online advertising materials. This includes analyzing discourse and layout features, stylistic choices, lexico-syntactic features (such as word choice, sentence structure, and rhetorical devices), and visual aids. The analysis likely employs qualitative methods, such as close textual analysis of the advertising copy and visuals.
What kind of data is analyzed?
The analysis focuses on T-Mobile's online advertising materials, including both product and corporate advertising. This likely involves a corpus of online content collected from T-Mobile's websites and other online platforms. The document describes the corpus and the selection criteria used for its creation in Chapter 6.
What are the key findings (in general terms)?
Specific findings are detailed in Chapter 7, but the overall aim is to understand how T-Mobile utilizes language and visuals to effectively communicate with diverse international audiences. The analysis likely reveals insights into the linguistic strategies employed for standardization or adaptation across different markets, and how these strategies contribute to the overall success or challenges of their international marketing campaigns.
For whom is this document intended?
This document is intended for academic use, allowing for the analysis of themes related to international marketing communications and linguistic features of online advertising. It is likely suited for researchers, students, and professionals interested in these fields.
- Quote paper
- Christina Kuttnig (Author), 2002, International Online Marketing Communication Strategies of Global Players. A Linguistic Study with Special Reference to T-Mobile, Munich, GRIN Verlag, https://www.grin.com/document/115996
