adv 206 spring 14 class 21 bto b

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Page 1: Adv 206 spring 14 class 21 bto b

Hmmmmm

Questions,

Questions

April 17, 2014

ADVERTISING PRACTICE

IN A DIVERSE SOCIETY

Page 2: Adv 206 spring 14 class 21 bto b

Name tags out

Cell phones off

Peer review forms – trouble accessing

Creative presentations – sample posted

HOUSEKEEPING

Page 3: Adv 206 spring 14 class 21 bto b

Read Chapter 17 in the text

Creative presentations in class – 4/22 and 4/24

Final exam 5/2

Will cover chapters 11 – 17

Class presentations/speakers

Assigned reading

Study guide over the weekend

BE PREPARED

Page 4: Adv 206 spring 14 class 21 bto b

Hmmmmm

Questions,

Questions

April 17, 2014

FIRST QUESTION:

IT’S 2018…

YOU JUST STARTED

WORKING AT AN

AGENCY…

WHAT’S YOUR DREAM

CLIENT?

Page 5: Adv 206 spring 14 class 21 bto b

Hmmmmm

Questions,

Questions

April 17, 2014

WHY WOULD A B-TO-B

BRAND BE A DREAM?

Page 6: Adv 206 spring 14 class 21 bto b

Trucks for delivery companies

Document scanners for banks

Steel for buildings

Digital imaging for dentists

Low-energy lighting for manufacturing plants

Extra-strong, long-lasting furniture for hospitals and schools

B-TO-B PRODUCTS AREN’T THE NORM

Page 7: Adv 206 spring 14 class 21 bto b

Hmmmmm

Questions,

Questions

April 17, 2014

CLEARLY, B-TO-B

PRODUCTS ARE

DIFFERENT.

WHAT ELSE

DIFFERENTIATES

B-TO-B FROM B-TO-C?

Page 8: Adv 206 spring 14 class 21 bto b

Audiences Purchasing defined by job t it le; people get paid to buy things;

buyers vs users

How B-to-B products are used Solve business problems and needs; used to make other products

Complexity Use requires training/special knowledge; must integrate w/other systems

Cost Typical ly very high costs/more than equal consumer goods/bulk quantit ies

Purchasing process – time and teams Takes longer/evaluation cycle – prove need/buying teams of 6/12 people

Derived demand Demand for a product based upon demand for another product

Responsibil ity and accountability Purchases of ten evaluated and measured for ROI

How’d the l ights end up in this room?

B-TO-B IS DIFFERENT IN MANY WAYS

Page 9: Adv 206 spring 14 class 21 bto b

Hmmmmm

Questions,

Questions

April 17, 2014

WHY WOULD A B-TO-B

BRAND BE A DREAM?

Page 10: Adv 206 spring 14 class 21 bto b

Takes brains to get here and get out of here – B-to-B requires more analysis…more intel lect

Requires the abil i ty to dist i l l and express multiple benefits and messages to multiple audiences

B-to-B cal ls for communicating special ized knowledge to special ized audiences

People who really know B-to-B are uncommon

B-to-B cl ients tend to be more stable…leads to longer - lasting relationships…leads to better job security

An agency that’s mastered a complex B - to-B product is harder to replace

Your careers wil l be defined by the r ise of technological brands

B-TO-B IS IDEAL FOR NEWHOUSE GRADS