adv 206 spring 14 class 21 bto b
TRANSCRIPT
Hmmmmm
Questions,
Questions
April 17, 2014
ADVERTISING PRACTICE
IN A DIVERSE SOCIETY
Name tags out
Cell phones off
Peer review forms – trouble accessing
Creative presentations – sample posted
HOUSEKEEPING
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
Hmmmmm
Questions,
Questions
April 17, 2014
FIRST QUESTION:
IT’S 2018…
YOU JUST STARTED
WORKING AT AN
AGENCY…
WHAT’S YOUR DREAM
CLIENT?
Hmmmmm
Questions,
Questions
April 17, 2014
WHY WOULD A B-TO-B
BRAND BE A DREAM?
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
Hmmmmm
Questions,
Questions
April 17, 2014
CLEARLY, B-TO-B
PRODUCTS ARE
DIFFERENT.
WHAT ELSE
DIFFERENTIATES
B-TO-B FROM B-TO-C?
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
Hmmmmm
Questions,
Questions
April 17, 2014
WHY WOULD A B-TO-B
BRAND BE A DREAM?
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