Special Advertising Situations Part 5: Integration and Evaluation Chapter 18

Chapter Outline I.Chapter Key Points II.Retail Advertising III.Business-to-Business Advertising IV.Nonprofit or Social Marketing V.International Advertising and Marketing Communication

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 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 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 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 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

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 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 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 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 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 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 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

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

International Advertising and Marketing Communication Stages of Development Exporting Internationalization Globalization Global vs. Local Standardization Localization Combination

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 a Global Strategy Global advertising objectives Targeting issues Positioning the global brand Setting the budget Executing the international campaign Organizing for the international campaign