Transcript Chapter Eighteen: Special Advertising Situations

Special Advertising
Situations
Part 5: Integration and Evaluation
Chapter 18
Chapter Outline
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III.
IV.
V.
Chapter Key Points
Retail Advertising
Business-to-Business Advertising
Nonprofit or Social Marketing
International Advertising and Marketing
Communication
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Key Points
• Discuss retail advertising and what makes it
distinctive
• Explain the basics of B2B advertising
• Identify the basic goals and operations of
nonprofit and social marketing
• Describe the strategic decisions behind
international advertising and IMC
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Retail Advertising
• Retail marketing is about selling and shopping
• Occurs on local, national, and international
levels
• Accounts for nearly half of all the money spent
on advertising
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Retail Advertising Objectives
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Build store traffic
Build store brand awareness
Sell a variety of products and brands
Deliver sales promotion messages
Create and communicate store image
Establish store brand that resonates with
audience
• Create customer desire to shop
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Retail vs. Brand Advertising
Local Retail Advertising
• Targeted to people
living in the store’s
community
• Promotes several
different or competing
brands
• Has an inherent urgency
• Advertises a specific
local store
Brand Advertisers
• Typically deliver a more
standardized message
• Supports only the
advertiser’s brand
• More concerned with
image
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Retail Advertising Strategies
• Cooperative
advertising
• Institutional
and product
retail
advertising
• When the national brand
reimburses the retailer
for part or all of the
advertising expenses
– Ad allowances
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Retail Advertising Strategies
• Cooperative
advertising
• Institutional
and product
retail
advertising
• Institutional retail
advertising sells the
retail store as a brand
• Product retail
advertising presents
specific merchandise for
sale at a certain price
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Creating the Retail Ad
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Why would you shop in your store?
Personnel
Location
Pricing policy
Products
History
Social responsibility issues
Image
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The Media of Retail Advertising
• Local retailers prefer reach over frequency
• Newspapers and direct mail largest local retail
advertising media
– Shoppers
– Preprints
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Business-to-Business Advertising
• Industrial advertising • Directed at original
equipment
• Government
manufacturers
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising
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Business-to-Business Advertising
• Industrial advertising • Largest purchaser of
industrial goods
• Government
• Such goods may be
advertising
advertised in
• Trade/channel
government-targeted
advertising
publications
• Professional
advertising
• Agricultural
advertising
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Business-to-Business Advertising
• Industrial advertising • Used to persuade
distribution channel
• Government
members to stock the
advertising
products of the
manufacturer
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising
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Business-to-Business Advertising
• Industrial advertising • Directed at mostly
white-collar workers or
• Government
advertising/marketing
advertising
specialists
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising
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Business-to-Business Advertising
• Industrial advertising • Promotes a variety of
products and services
• Government
– Animal health products
advertising
– Seeds
• Trade/channel
– Machinery and
equipment
advertising
– Crop dusting
• Professional
– Fertilizer
advertising
• Agricultural
advertising
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Business-to-Business Advertising
B2B Buying Behavior
• Purchasing objectives
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Price
Service
Quality
Assurance of supply
Creating B2B Advertising
• Select strongest benefit
• Dramatize most
important benefit
• Relevant visual
• Clear offer
• Provide contact
information
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B2B Advertising Media
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General business and trade publications
Directory advertising
Consumer media
The Web
Direct marketing
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Nonprofit or Social Marketing
Cause/Mission Marketing
• Adopting a good cause
and sponsoring
community and fundraising efforts
• Links a company’s
mission and core values
to a cause
Nonprofit Marketing
• Fundraising
• Public communication
campaigns
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International Advertising and
Marketing Communication
Stages of Development
• Exporting
• Internationalization
• Globalization
Global vs. Local
• Standardization
• Localization
• Combination
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Planning Global Marketing
Communication Programs
Market or Culture
Orientation
• Market-orientation
model
• Culture-orientation
approach
Control vs. Adaptation
• Local initiative
• Centrally conceived
campaigns
• Variations on central
campaigns
• Bottom-up creativity
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Planning a Global Strategy
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Global advertising objectives
Targeting issues
Positioning the global brand
Setting the budget
Executing the international campaign
Organizing for the international campaign
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