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CHAPTER 11. Integrated Marketing Communications: Advertising, Public Relations, and Trade Shows. BUSINESS MARKET PROMOTIONAL ELEMENTS. Advertising – mass market, one message to all approach Public Relations – managing media and community relationships

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chapter 11

CHAPTER 11

Integrated Marketing Communications:

Advertising, Public Relations, and Trade Shows

business market promotional elements
BUSINESS MARKET PROMOTIONAL ELEMENTS
  • Advertising – mass market, one message to all approach
  • Public Relations – managing media and community relationships
  • Trade Shows – short-term events used to build and strengthen business relationships

Chapter 11 - Advertising, Public Relations, and Trade Shows

why advertise
WHY ADVERTISE?
  • To create awareness
  • To strengthen attitudes
  • To stimulate actions (it’s rare in the business market to see direct action from advertising, but it can start the process)

Chapter 11 - Advertising, Public Relations, and Trade Shows

four key advertising objectives

Positioning

Objective

Action Objective

Audience

Objectives

Performance

Objectives

FOUR KEY ADVERTISING OBJECTIVES

Chapter 11 - Advertising, Public Relations, and Trade Shows

advertising objectives
ADVERTISING OBJECTIVES
  • POSITIONING OBJECTIVES
    • Develop the brand personality
    • Create climate for personal sales calls
    • Support other communication channels
    • Stimulate derived demand (influence the end consumer)
    • Support distributors or other sellers
  • ACTION OBJECTIVES
    • Generate leads for field or telemarketing salespeople
    • Increase attendance at a trade show
    • Increase distribution of catalogs
    • Generate sales

Chapter 11 - Advertising, Public Relations, and Trade Shows

elements of advertising strategy
ELEMENTS OF ADVERTISING STRATEGY

The Media Plan

The Creative Plan

  • How We DeliverWhat We Say
  • CommunicationChannel
  • Magazines (trade pubs.)
  • Broadcast (TV & radio)
  • Electronic Media (web & email)
  • Directories

What We Want To Say

Message Content

See Exh. 11-3 for content mistakes

Chapter 11 - Advertising, Public Relations, and Trade Shows

business market advertising activities
BUSINESS MARKET ADVERTISING ACTIVITIES
  • Offer trade allowances
  • Produce cooperative advertisements with partners
  • Develop trade contests
  • Provide incentives/bonuses
  • Provide point of purchase displays
  • Provide training (to help your channel partners)
  • Provide specialty advertising products

Chapter 11 - Advertising, Public Relations, and Trade Shows

measuring advertising performance
MEASURING ADVERTISING PERFORMANCE

Chapter 11 - Advertising, Public Relations, and Trade Shows

public relations
PUBLIC RELATIONS
  • Management of media and community relationships
  • TYPES:
    • Publicity – use of media in communications (includes press release and press kits)
    • Public Relations – working with the community or public (includes lobbying and community involvement)

Chapter 11 - Advertising, Public Relations, and Trade Shows

trade shows
TRADE SHOWS
  • Short-term event that brings together multiple vendors and buyers to increase industry exposure
  • FUNCTIONS:
    • See existing customers
    • Develop new customers
    • Strengthen media relationships

Chapter 11 - Advertising, Public Relations, and Trade Shows

choosing trade shows
CHOOSING TRADE SHOWS
  • Will the quality of the show audience be significant?
    • Net Buying Influence is percentage of show audience that influences buying decisions
    • Total Buying Plans is percentage of show audience planning purchases within next twelve months
  • Will there be significant press coverage generated?
  • Will there be a large number of competitors at the show?
    • More is better. (WHY?)
  • What is the type of show that best suits my needs?
    • Trade Association Conventions
    • For-Profit Shows Produced by Exhibition Companies
    • Regional vs. National vs. Global Shows
    • Horizontal (often geographic) vs. Vertical Shows (one industry or profession)

Chapter 11 - Advertising, Public Relations, and Trade Shows

getting the most from a trade show
GETTING THE MOST FROM A TRADE SHOW
  • Select the best type of show to fit your budget and objectives
  • Develop a preshow promotion campaign – direct mail, advertising, special invitations
  • Plan the show message (just like you would a sales call) – the attention getter, the message, the close
  • Complete postshow follow-up – lead follow-up, communication
  • Measure exhibit performance – compare objectives to results, visitors and sales

Chapter 11 - Advertising, Public Relations, and Trade Shows