Marketing communications are a subset of the general area called marketing. Marketing communication in SPAIN has a combination of marketing that is made of price, location, promotion, product (known as the four P's), which includes people, processes and physical evidence, Marketing communications mix with
- Advertising (above and below the line).
- Merchandising (and point of sale).
- E Marketing (and Internet promotions).
Marketing Communications in Spain
The main international marketing companies are found in Spain. Large local businesses, as well as many other smaller agencies, can also offer services in the field of public relations. The standards are high, as the Spanish professionals in the field have a solid reputation.
Spanish consumers are eager readers of newspapers and periodicals, which provide an effective means of promoting new consumer products but circulation figures, are not high according to European standards. Television coverage can be more difficult to obtain, but much more effective.
E-commerce is still used little in the country as in Britain, and the potential is enormous. Having an effective commercial website is mandatory.
The fairs play an important role in the economy and constitute an effective means of commercialization in Spain, especially for industrial products.
In Spain there are 17 Autonomous Communities with different degrees of autonomy and cultural identity. A number of regional markets united by the two poles of Madrid and Barcelona constitute the Spanish market.
Most of the agents, distributors, foreign affiliates and government controlled entities that make up the country's economic power bloc operate in these two centers. The Spanish government has relaxed regulations at all levels and has increased incentives to attract foreign business and investment. In recent years, investment incentives to reward investors for manufacturing operations in the less developed regions have dispersed some investments from major centers.
Except in some cases, Spanish legislation authorizes foreign investment up to 100% of net assets. Unit labor costs have declined drastically over the last four years and Spain has recovered most of the competitiveness it lost during the construction boom in terms of labor costs, labor.
However, despite changes in labor law, the law remains relatively rigid. Spaniards tend to be more formal in their personal relationships than Americans, but they are much less rigid than they were ten years ago. Spaniards tend to be conservative in their buying habits. Well-known brands are doing well. Large buyers in the public and private sectors seem to be more comfortable in dealing with other large established organizations or with companies recognized as leaders in their sector.
Cultural sensitivity and protocol understanding are fundamental to effective public relations. The subtleties of a nation's beliefs, even its superstitions, can make or break your business. Know the market immerse yourself in it. Anglophone countries may be sensitive, but if your product or service reproduces a characteristic or typically British joke, it may not be well received.
As with other countries, do not use the same cords or contraptions. Unless they are perfectly transient, your product or service could suffer especially if it is based on humor. Unless you are sure that your product or service can be sold with indigenous merits, it is advisable to check your outlets for a foreign market.
As always, however, only your own tedious search can conclude this. SPAIN is the Latin country par excellence, but to consider it as a single entity is a mistake. Regionalism is strong in the country, with several regions demanding independence.