Special Advertising Situations

Lecture Outline  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  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  Directed at original equipment manufacturers

Business-to-Business Advertising…  Industrial advertising  Government 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  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  Directed at mostly white- collar workers or advertising/mark eting 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

Bibliography  Principles of Advertising & IMC by Tom Duncan 2 nd Edition, Published by McGraw-Hill Irwin.  Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.  Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.  Integrated Marketing Communications by David Pickton & Amanda Broderick Published by Prentice Hall.

The End: “Success is not the key to happiness. Happiness is the key to success. If you love what you are doing, you’ll be a success.”