1. Part 5: Principles: How to Win the Battle of the Buzz
Special Advertising Campaigns
Part 5: Principles: How to Win the Battle of the Buzz
Chapter 18
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2. Questions We’ll Answer
CHAPTER KEY POINTS
Questions We’ll Answer
What is retail advertising all about; and what makes it distinctive?
How can we best explain the basics of B2B advertising?
What are the basic goals and operations of nonprofit and social marketing?
Which strategic decisions are behind international advertising and IMC?
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3. IMC AND TOTAL COMMUNICATION
What is an IMC campaign?
A campaign is a complex set of interlocking, coordinated activities.
An Integrated Marketing Communications campaign plan outlines objectives and strategies for different but related marketing communications efforts that appear in different media, use different marketing communication tools, and convey different but complementary brand-consistent messages to a variety of stakeholders.
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4. Planning an IMC Campaign
IMC AND TOTAL COMMUNICATION
Planning an IMC Campaign
Choosing the best marcom tools based on their strengths and weaknesses in achieving campaign objectives results in synergy.
When all pieces work together, the whole is greater than the sum of its parts.
The Integration Triangle identifies three key aspects that must work together to create integration.
What the company/brand says about itself (say)
How the company/brand performs (do)
What other say about the company/brand (confirm)
Brand consistency is not just a strategic need; it’s also cost-efficient and builds longer lasting customer relationships.
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5. What is retail advertising?
RETAIL MARKETING AND ADVERTISING
What is retail advertising?
Retail advertising accounts for nearly half of all money spent on advertising.
Two missions of retail advertising:
Selling the brand of the store
Selling individual brand items
Three types of retail stores:
Independently owned (e.g., barber shop)
Franchises (e.g., KFC, Hertz)
Corporate (e.g., Starbucks, Macy’s)
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6. RETAIL MARKETING AND ADVERTISING
Retail Objectives
Primary objective is building store traffic
Attracting new customers
Building store loyalty
Increasing the average sale
Maintaining inventory balance; moving out overstock and outdated merchandise
Creating a sense of urgency
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7. RETAIL MARKETING AND ADVERTISING
Retail Targeting
Geography
Where do my customers live?
How far will they drive to visit my store?
Consumer Taste
Offers, merchandise, and advertising messages are tailored to consumer preferences.
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8. Cooperative Advertising
RETAIL MARKETING AND ADVERTISING
Cooperative Advertising
National brand reimburses the retailer for all or part of their advertising expenses.
Allows retailers to compensate for their smaller budgets and limited expertise.
Also called ad allowances or promotional allowances.
Many retailers won’t consider taking on a new brand without co-op support.
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9. RETAIL MARKETING AND ADVERTISING
Creating the Retail Ad
People choose a store based on personnel, location, pricing policy, products, history, social responsibility.
Store location information is essential (address, map).
Advertising is created by in-house staff, local media, agencies, or freelancers.
Sometimes, local campaigns created by local agencies can go national.
Smaller retailers use stock artwork; larger ones may use custom artwork.
Manufactures offer dealer tags or donuts.
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10. The Media of Retail Advertising
RETAIL MARKETING AND ADVERTISING
The Media of Retail Advertising
Local retailers prefer reach over frequency.
Retailers use direct mail because it minimizes waste.
Newspapers offer audience selectivity.
Zone editions
Shoppers
Pre-prints
Free-standing inserts
Radio is used by local retailers for its low cost and high selectivity in terms of geography and audience.
Local magazines reach upscale consumers.
National magazines offer regional or metro editions.
The Internet allows stores to sell online.
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11. BUSINESS-TO-BUSINESS ADVERTISING
What is B2B Advertising?
Advertising directed at people in business who buy or specify products for business use.
Business advertising is used to:
Create corporate brand awareness
Enhance the company’s reputation
Support salespeople and other channel members
Generate new business leads
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12. BUSINESS-TO-BUSINESS ADVERTISING
B2B Buyer Behavior
Businesses buy goods and services because they need:
Ingredients for products they make
Goods (desks) and services (legal, accounting) to operate their business
Business marketing differs from consumer marketing.
Decisions often by committees; focus on rational factors
Purchase is negotiated by a buyer
B2B advertising focuses on reasons/benefits like price, service, quality, or assurance of supply.
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13. Types of B2B Advertising
BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
Industrial advertising
Government advertising
Trade/channel advertising
Professional advertising
Agricultural advertising
Directed at original equipment manufacturers like General Motors, IBM
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14. Types of B2B Advertising
BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
Industrial advertising
Government advertising
Trade/channel advertising
Professional advertising
Agricultural advertising
Largest purchaser of industrial goods is local, state, and federal government
May be advertised in government-targeted publications
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15. Types of B2B Advertising
BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
Industrial advertising
Government advertising
Trade/channel advertising
Professional advertising
Agricultural advertising
Used to persuade distribution channel members to stock the manufacturer’s products
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16. Types of B2B Advertising
BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
Industrial advertising
Government advertising
Trade/channel advertising
Professional advertising
Agricultural advertising
Directed at mostly white-collar workers like lawyers, doctors, accountants, teachers
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17. Types of B2B Advertising
BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
Industrial advertising
Government advertising
Trade/channel advertising
Professional advertising
Agricultural advertising
Promotes products and services to those involved in growing, raising, or producing agricultural commodities
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18. Creating B2B Advertising
BUSINESS-TO-BUSINESS ADVERTISING
Creating B2B Advertising
Select strongest benefit
Dramatize most important benefit
Choose relevant visuals
Make the offer clear
Provide contact information
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19. BUSINESS-TO-BUSINESS ADVERTISING
B2B Advertising Media
General business and trade publications
Horizontal vs. vertical publications
Directory advertising
Consumer media
The Web
Direct marketing
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20. What is nonprofit or social marketing?
Marketing for the good of society
Used by hospitals, government agencies, zoos, museums, orchestras, religious organizations, charities, and universities and schools to “sell” their services, programs, and ideas.
Goals include:
Membership (AARP, Chamber of Commerce)
Donations (Red Cross, United Way)
Participation (Habitat for Humanity)
Sales (museum gift shops)
Recruitment (the military, universities)
Attitude change (political parties)
Advocacy (Weyerhaeuser for forest management)
Visits or attendance (state tourism programs, museums)
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21. NONPROFIT OR SOCIAL MARKETING
Types of Campaigns
Fund-raising (development)
Capital campaigns raise a specific amount of money over a set time for buildings, equipment, or programs.
Social Marketing
Create awareness of social needs; motivate consumers/businesses to act in certain ways
Public Communications
A conscious effort to influence publics’ thoughts or actions
Cause Marketing
Adopting a good cause and sponsoring community and fund-raising efforts (Target’s community caring effort)
Mission Marketing
Links a company’s mission and core values to a cause (e.g., Dove’s “real women” campaign)
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22. Factors Driving Globalization
INT’L ADVERTISING AND MARKETING COMMUNICATION
Factors Driving Globalization
Development of international media
Spread of market-based economies in countries and regions like China, South America, India, and Eastern Europe
Expansion of English as an international language
Web-enabled ability for even small companies to market internationally
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23. Stages of Marketing Development
INT’L ADVERTISING AND MARKETING COMMUNICATION
Stages of Marketing Development
Stage 1: Exporting
Send products to other markets
Stage 2: Internationalization
Selling to a group of markets in a region (e.g., Europe or Asia)
Stage 3: Globalization
Brands sold throughout the world
Note: “Country of origin” doesn’t matter any more but can cause problems when countries are anti-American.
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24. The Global vs. Local Debate
INT’L ADVERTISING AND MARKETING COMMUNICATION
The Global vs. Local Debate
Should companies act as if there is one global market, motivated by the same wants and desires?
Or should they account for cultural differences when developing products and marketing for the cultures they serve?
Three schools of thought on international advertising:
Standardization—differences are a matter of degree, so focus on customer similarities and brand development.
Localization—consider differences in culture, economy, media, legal environment, etc.
Combination—use a standardized strategy but adapt advertising execution to the local culture.
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25. INT’L ADVERTISING AND MARKETING COMMUNICATION
Cultural Meanings
High-context cultures
Message meanings are based on contextual cues
In Japanese, a word can have multiple meanings
Low-context cultures
Message can be understood as it stands
Most English words have clearly defined meanings
It’s more difficult to write advertising messages for high-context cultures where the meaning is dependent on surrounding sentences.
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26. Central Control vs. Local Adaptation
INT’L ADVERTISING AND MARKETING COMMUNICATION
Central Control vs. Local Adaptation
Some advertisers develop tightly controlled global campaigns while others develop local campaigns in every major market; most combine standardization and localization.
Global campaigns have two starting points:
Success in one country
A centrally conceived strategy
Global marketers strive for a consistent brand strategy that allows them to honor cultural differences when those differences are relevant to the brand’s marketing strategy.
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27. Planning Approaches for International Campaigns
PUBLIC RELATIONS TOOLS
Planning Approaches for International Campaigns
Local initiative
A successful campaign in one country is modified and used in other countries.
Centrally conceived campaigns
A centralized strategy is developed for use globally (e.g., Xbox) with a consistent marketing strategy
Variations on central campaigns
Local agencies may be used to adapt creative ideas for each market, but the strategy remains consistent.
Bottom-up creativity
Many agencies may submit ideas, the best one is selected and used globally.
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28. Planning Global Strategies
INT’L ADVERTISING AND MARKETING COMMUNICATION
Planning Global Strategies
Global Objectives
Reminder vs. introduction (awareness and trial)
Targeting Issues
Where to advertise
Market development level—can the market, literacy levels, and economy support the expense of marketing the product?
Cultural cohorts—a segment of customers from different countries with common characteristics, wants, needs (e.g. new mothers).
Positioning the Global Brand
Problems and opportunities in each market
Consumer motives in each market
Setting the Budget
Which method? What about exchange rate?
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29. Planning Global Strategies
INT’L ADVERTISING AND MARKETING COMMUNICATION
Planning Global Strategies
Executing the International Campaign
Use local models, language, and settings.
Pepsi’s “Come alive” in Taiwan means “Pepsi will bring your ancestors back from the dead.”
“Finger lickin’ good” in China means “Eat your fingers off.”
International Media Buying
Media is different, developing, evolving in every country.
Local agencies should handle media buys.
Seasons and holidays differ among countries.
Time zone differences can cause delays.
Organization for International Campaigns
Depends on standardization or localization strategy.
Tight, central international control vs. local autonomy.
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30. Creating IMC Campaigns on a Global Level
THE IMC FACTOR IN GLOBAL CAMPAIGN PLANNING
Creating IMC Campaigns on a Global Level
Integrated Marketing Communications
All the messages a consumer receives about a brand work together to create a coherent brand impression.
Requires horizontal and vertical integration.
Vertical: coordination of decisions about targeting, positioning, objectives, strategies, and tactics.
Horizontal: coordination across all countries or regions involved in a plan.
May require a dedicated manager
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