Special Advertising Situations. Part 5: Integration and Evaluation Chapter 18. Chapter Outline. Chapter Key Points Retail Advertising Business-to-Business Advertising Nonprofit or Social Marketing International Advertising and Marketing Communication. Key Points.
Part 5: Integration and Evaluation
Targeted to people living in the store’s community
Promotes several different or competing brands
Has an inherent urgency
Advertises a specific local store
Typically deliver a more standardized message
Supports only the advertiser’s brand
More concerned with imageRetail vs. Brand Advertising
Why would you shop in your store?
Global vs. Local
CombinationInternational Advertising and Marketing Communication