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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.

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special advertising situations

Special Advertising Situations

Part 5: Integration and Evaluation

Chapter 18

chapter outline
Chapter Outline
  • Chapter Key Points
  • Retail Advertising
  • Business-to-Business Advertising
  • Nonprofit or Social Marketing
  • International Advertising and Marketing Communication
key points
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
retail advertising
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
retail advertising objectives
Retail Advertising Objectives
  • 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
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

Retail vs. Brand Advertising
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

Retail Advertising Strategies
retail advertising strategies8
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

Retail Advertising Strategies
creating the retail ad
Creating the Retail Ad

Why would you shop in your store?

  • Personnel
  • Location
  • Pricing policy
  • Products
  • History
  • Social responsibility issues
  • Image
the media of retail advertising
The Media of Retail Advertising
  • Local retailers prefer reach over frequency
  • Newspapers and direct mail largest local retail advertising media
    • Shoppers
    • Preprints
business to business advertising
Industrial advertising

Government advertising

Trade/channel advertising

Professional advertising

Agricultural advertising

Directed at original equipment manufacturers

Business-to-Business Advertising
business to business advertising12
Industrial advertising

Government advertising

Trade/channel advertising

Professional advertising

Agricultural advertising

Largest purchaser of industrial goods

Such goods may be advertised in government-targeted publications

Business-to-Business Advertising
business to business advertising13
Industrial advertising

Government advertising

Trade/channel advertising

Professional advertising

Agricultural advertising

Used to persuade distribution channel members to stock the products of the manufacturer

Business-to-Business Advertising
business to business advertising14
Industrial advertising

Government advertising

Trade/channel advertising

Professional advertising

Agricultural advertising

Directed at mostly white-collar workers or advertising/marketing specialists

Business-to-Business Advertising
business to business advertising15
Industrial advertising

Government advertising

Trade/channel advertising

Professional advertising

Agricultural advertising

Promotes a variety of products and services

Animal health products

Seeds

Machinery and equipment

Crop dusting

Fertilizer

Business-to-Business Advertising
business to business advertising16
B2B Buying Behavior

Purchasing objectives

Price

Service

Quality

Assurance of supply

Creating B2B Advertising

Select strongest benefit

Dramatize most important benefit

Relevant visual

Clear offer

Provide contact information

Business-to-Business Advertising
b2b advertising media
B2B Advertising Media
  • General business and trade publications
  • Directory advertising
  • Consumer media
  • The Web
  • Direct marketing
nonprofit or social marketing
Cause/Mission Marketing

Adopting a good cause and sponsoring community and fund-raising efforts

Links a company’s mission and core values to a cause

Nonprofit Marketing

Fundraising

Public communication campaigns

Nonprofit or Social Marketing
international advertising and marketing communication
Stages of Development

Exporting

Internationalization

Globalization

Global vs. Local

Standardization

Localization

Combination

International Advertising and Marketing Communication
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

Planning Global Marketing Communication Programs
planning a global strategy
Planning a Global Strategy
  • Global advertising objectives
  • Targeting issues
  • Positioning the global brand
  • Setting the budget
  • Executing the international campaign
  • Organizing for the international campaign