special advertising situations
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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
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Special Special
Advertising Advertising
SituationsSituations
Chapter 18
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Retail AdvertisingRetail AdvertisingAccounts for nearly
half of all
advertising dollars
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Retail Retail Advertising Advertising ObjectivesObjectives
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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
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Retail MediaRetail Media
Retailers use variety of media
but tend to prefer
• Newspapers
• Direct mail
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Industrial AdvertisingIndustrial Advertising
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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
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NAICSNAICS
NAICS Title
44-45 Retail Trade
441 Motor Vehicle and Parts Dealers
4411 Automobile Dealers
44111 New Car Dealers
44112 Used Car Dealers
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Industrial AdvertisingIndustrial Advertising
• Directed toward
• OEM’sQuickTime™ and a
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Government AdvertisingGovernment Advertising
• Largest purchaser of industrial goods
• Typically advertised in government-targeted publications
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Trade/Channel AdvertisingTrade/Channel Advertising
• Used to persuade distribution channel members to stock the products of the manufacturer
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Professional Professional AdvertisingAdvertising
• Doctors, Lawyers, etc.
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Agricultural Agricultural AdvertisingAdvertising
• Addresses farmer needs• Animal health
products• Seeds• Machinery and
equipment• Crop dusting• Fertilizer
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B-to-B Buying BehaviorB-to-B Buying Behavior
• Purchaser objectives
• Price
• Service
• Quality
• Assurance of supply
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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
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B2B Advertising MediaB2B Advertising Media
• General business and trade publications
• Directory advertising
• Consumer media• The Web• Direct marketing
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Social MarketingSocial Marketing
• The use of marketing programs and marketing communication tools for the good of society
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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
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Nonprofit Nonprofit MarketingMarketing
• Fund-raising
• Public
communication
campaigns
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Global Development LevelsGlobal Development Levels
• International
• Multi-National
• Globalization
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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
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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?