special advertising situations chapter 18. 18-2 retail advertising accounts for nearly half of all...
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18-2
Retail AdvertisingRetail AdvertisingAccounts for nearly
half of all
advertising dollars
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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
18-7
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
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18-10
Government AdvertisingGovernment Advertising
• Largest purchaser of industrial goods
• Typically advertised in government-targeted publications
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18-11
Trade/Channel AdvertisingTrade/Channel Advertising
• Used to persuade distribution channel members to stock the products of the manufacturer
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
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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
18-20
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?