Outline Retail advertising Buying and selling local media Business-to-business advertising Business-to-business advertising media Chapter 17 Retail and.

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Presentation transcript:

Outline Retail advertising Buying and selling local media Business-to-business advertising Business-to-business advertising media Chapter 17 Retail and Business-to- Business Advertising

Chapter 17: Retail and Business-to-Business Advertising2 Local retail advertising Differences between local retailing and national brand advertising Cooperative advertising Large specialty retailers Retail Advertising

Chapter 17: Retail and Business-to-Business Advertising3 Nonstore retailing Online retailing and E-commerce Institutional and product retail advertising Trends affecting retail advertising Creating the retail ad Retail Advertising

Chapter 17: Retail and Business-to-Business Advertising4 Local retail media strategy Media alternatives –Shoppers and preprints –Magazines –Broadcast media –Directories –Direct response –Online media –Specialty Buying and Selling Local Media

Chapter 17: Retail and Business-to-Business Advertising5 Types of business-to-business advertising –Industrial advertising –Government advertising –Trade advertising –Professional advertising –Agricultural advertising Business-to-Business Advertising

Chapter 17: Retail and Business-to-Business Advertising6 Business versus consumer marketing –Market concentration –Decision makers –Strategic orientation Purchasing objectives Business-to-business advertising objectives Creating B-to-B ads Business-to-Business Advertising

Chapter 17: Retail and Business-to-Business Advertising7 General business and trade publications Directory advertising Direct marketing Consumer media The Web Does business advertising sell? Business-to-Business Advertising Media

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