1. Special Advertising Situations Chapter 18

2. 18-2 Retail Advertising Accounts for nearly half of all advertising dollars

3. 18-3 Retail Advertising Objectives

4. 18-4 Retail Advertising Strategies Utilize Institutional advertising to concentrate on the retail brand over the product brand Use cooperative advertising to share in advertising costs

5. 18-5 Retail Media Retailers use variety of media but tend to prefer Newspapers Direct mail

6. 18-6 Industrial Advertising

7. 18-7 Business Classification NAICS North American Industrial Classification System Revised from SIC code to include Canada and Mexico System to group organizations according to Activity performed Product Service

8. 18-8 NAICS NAICS Title 44-45 Retail Trade 441 Motor Vehicle and Parts Dealers 4411 Automobile Dealers 44111 New Car Dealers 44112 Used Car Dealers

9. 18-9 Industrial Advertising Directed toward OEM’s

10. 18-10 Government Advertising Largest purchaser of industrial goods Typically advertised in government- targeted publications

11. 18-11 Trade/Channel Advertising Used to persuade distribution channel members to stock the products of the manufacturer

12. 18-12 Professional Advertising Doctors, Lawyers, etc.

13. 18-13 Agricultural Advertising Addresses farmer needs Animal health products Seeds Machinery and equipment Crop dusting Fertilizer

14. 18-14 B-to-B Buying Behavior Purchaser objectives Price Service Quality Assurance of supply

15. 18-15 B2B Advertising Mainly used to support the Sales function Create Awareness Inform about new products Persuade brand changing Create sales leads Provide inquiry and sales Reminder - repurchase

16. 18-16 B2B Advertising Media General business and trade publications Directory advertising Consumer media The Web Direct marketing

17. 18-17 Social Marketing The use of marketing programs and marketing communication tools for the good of society

18. 18-18 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

19. 18-19 Nonprofit Marketing Fund-raising Public communication campaigns

20. 18-20 Global Development Levels International Multi-National Globalization

21. 18-21 In the global market should products remain as designed or change to fit country? Global Objective: Standardization Local Objective: Adaptation Economies of scale Easier IMC Control over image Global media Train buyers to want same products Better fit with local needs Faster decisions Efficient Less cultural blunders

22. 18-22 Discussion Question Tom and Wendi have just purchased a sandwich shop. They found a good lease in a neighborhood shopping center, but the costs of franchising, leasing, and other charges have left them very little for advertising. With limited funds, Tom and Wendi can afford only one of the following options: –a Yellow Pages display ad –a series of advertisements in the area’s weekly “shopper” newspaper –advertising in nearby area’s college newspaper What do you recommend and why?