special advertising situations
DESCRIPTION
Special Advertising Situations. Chapter 18. Retail Advertising. Accounts for nearly half of all advertising dollars. Retail Advertising Objectives. Retail Advertising Strategies. Utilize Institutional advertising to concentrate on the retail brand over the product brand - PowerPoint PPT PresentationTRANSCRIPT
Special Special
Advertising Advertising
SituationsSituations
Chapter 18
18-2
Retail AdvertisingRetail AdvertisingAccounts for nearly
half of all
advertising dollars
QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
18-3
Retail Retail Advertising Advertising ObjectivesObjectives
18-4
Retail Advertising StrategiesRetail Advertising Strategies
• Utilize Institutional
advertising to
concentrate on the
retail brand over the
product brand
• Use cooperative
advertising to share
in advertising costs
18-5
Retail MediaRetail Media
Retailers use variety of media
but tend to prefer
• Newspapers
• Direct mail
18-6
Industrial AdvertisingIndustrial Advertising
18-7
Business ClassificationBusiness 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
18-8
NAICSNAICS
NAICS Title
44-45 Retail Trade
441 Motor Vehicle and Parts Dealers
4411 Automobile Dealers
44111 New Car Dealers
44112 Used Car Dealers
18-9
Industrial AdvertisingIndustrial Advertising
• Directed toward
• OEM’sQuickTime™ and a
TIFF (Uncompressed) decompressorare needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.
18-10
Government AdvertisingGovernment Advertising
• Largest purchaser of industrial goods
• Typically advertised in government-targeted publications
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
18-11
Trade/Channel AdvertisingTrade/Channel Advertising
• Used to persuade distribution channel members to stock the products of the manufacturer
18-12
Professional Professional AdvertisingAdvertising
• Doctors, Lawyers, etc.
18-13
Agricultural Agricultural AdvertisingAdvertising
• Addresses farmer needs• Animal health
products• Seeds• Machinery and
equipment• Crop dusting• Fertilizer
18-14
B-to-B Buying BehaviorB-to-B Buying Behavior
• Purchaser objectives
• Price
• Service
• Quality
• Assurance of supply
18-15
B2B B2B AdvertisingAdvertising
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
18-16
B2B Advertising MediaB2B Advertising Media
• General business and trade publications
• Directory advertising
• Consumer media• The Web• Direct marketing
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
18-17
Social MarketingSocial Marketing
• The use of marketing programs and marketing communication tools for the good of society
18-18
Cause/Mission Cause/Mission MarketingMarketing
• Adopting a good cause and sponsoring community and fund-raising efforts
• Links a company’s mission and core values to a cause
18-19
Nonprofit Nonprofit MarketingMarketing
• Fund-raising
• Public
communication
campaigns
18-20
Global Development LevelsGlobal Development Levels
• International
• Multi-National
• Globalization
18-21
In the global market should products remain In the global market should products remain as designed or change to fit country?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
18-22
Discussion QuestionDiscussion 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?