Special Advertising Situations

Lecture Outline

Discuss retail advertising and what makes it distinctive

Explain the basics of B2B advertising Identify the basic goals and operations

of nonprofit and social marketing Describe the strategic decisions behind

international advertising and IMC

Retail Advertising

Retail marketing is about selling and shopping

Occurs on local, national, and international levels

Accounts for nearly half of all the money spent on advertising

Retail Advertising Objectives

Build store traffic Build store brand awareness Sell a variety of products and brands Deliver sales promotion messages Create and communicate store image Establish store brand that resonates with

audience Create customer desire to shop

Retail vs. Brand Advertising

Local Retail Advertising Targeted to people

living in the store’s community

Promotes several different or competing brands

Has an inherent urgency Advertises a specific

local store

Brand Advertisers Typically deliver

a more standardized message

Supports only the advertiser’s brand

More concerned with image

Retail Advertising Strategies

Cooperative advertising

When the national brand reimburses the retailer for part or all of the advertising expenses Ad allowances

Retail Advertising Strategies

Cooperative advertising

Institutional and product retail advertising

Institutional retail advertising sells the retail store as a brand

Product retail advertising presents specific merchandise for sale at a certain price

Creating the Retail Ad

Why would you shop in your store? Personnel Location Pricing policy Products History Social responsibility issues Image

The Media of Retail Advertising

Local retailers prefer reach over frequency

Newspapers and direct mail largest local retail advertising media

ShoppersPreprints

Business-to-Business Advertising

Industrial advertising

Directed at original equipment manufacturers

Business-to-Business Advertising…

Industrial advertising

Government advertising

Largest purchaser of industrial goods

Such goods may be advertised in government-targeted publications

Business-to-Business Advertising…

Industrial advertising

Government advertising

Trade/channel advertising

Used to persuade distribution channel members to stock the products of the manufacturer

Business-to-Business Advertising…

Industrial advertising

Government advertising

Trade/channel advertising

Professional advertising

Directed at mostly white-collar workers or advertising/marketing specialists

Business-to-Business Advertising…

Industrial advertising

Government advertising

Trade/channel advertising

Professional advertising

Agricultural advertising

Promotes a variety of products and services Animal health

products Seeds Machinery and

equipment Crop dusting Fertilizer

Business-to-Business Advertising…

B2B Buying Behavior

Purchasing objectives Price Service Quality Assurance of

supply

Creating B2B Advertising

Select strongest benefit

Dramatize most important benefit

Relevant visual Clear offer Provide contact

information

B2B Advertising Media

General business and trade publications Directory advertising Consumer media The Web Direct marketing

Nonprofit or Social Marketing

Cause/Mission Marketing

Adopting a good cause and sponsoring community and fund-raising efforts

Links a company’s mission and core values to a cause

Nonprofit Marketing Fundraising Public

communication campaigns

International Advertising and Marketing Communication

Stages of Development

Exporting Internationalization Globalization

Global vs. Local Standardization Localization Combination

Planning Global Marketing Communication Programs

Market or Culture Orientation

Market-orientation model

Culture-orientation approach

Control vs. Adaptation

Local initiative Centrally conceived

campaigns Variations on

central campaigns Bottom-up

creativity

Planning a Global Strategy

Global advertising objectives Targeting issues Positioning the global brand Setting the budget Executing the international campaign Organizing for the international

campaign

BibliographyPrinciples of Advertising & IMC by Tom Duncan 2nd Edition, Published by McGraw-Hill Irwin.

Event Management For Tourism, Cultural, Business and Sporting Events by Lynn Van Der Wagen Brenda R. Carlos Published by Pearson Prentice Hall.

Advertising Principles and Practice by W. Wells, S. Moriarty and J. Burnett, Published by Prentice Hall International.

Integrated Marketing Communications by DavidPickton & Amanda Broderick Published by Prentice Hall.

The End:

“Success is not the key to happiness.

Happiness is the key to success.

If you love what you are doing, you’ll be a success.”