Special Advertising Situations

Part 5: Integration and Evaluation

Chapter 18

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Chapter Outline

I. Chapter Key Points

II. Retail Advertising

III. Business-to-Business Advertising

IV. Nonprofit or Social Marketing

V. International Advertising and Marketing Communication

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Key Points

• 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

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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

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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

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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

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Retail Advertising Strategies

• Cooperative advertising

• Institutional and product retail advertising

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

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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

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Creating the Retail Ad

Why would you shop in your store?

• Personnel

• Location

• Pricing policy

• Products

• History

• Social responsibility issues

• Image

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The Media of Retail Advertising

• Local retailers prefer reach over frequency

• Newspapers and direct mail largest local retail advertising media– Shoppers– Preprints

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Business-to-Business Advertising

• Industrial advertising

• Government advertising

• Trade/channel advertising

• Professional advertising

• Agricultural advertising

• Directed at original equipment manufacturers

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Business-to-Business Advertising

• Industrial advertising

• Government advertising

• Trade/channel advertising

• Professional advertising

• Agricultural advertising

• Largest purchaser of industrial goods

• Such goods may be advertised in government-targeted publications

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Business-to-Business Advertising

• Industrial advertising

• Government advertising

• Trade/channel advertising

• Professional advertising

• Agricultural advertising

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

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Business-to-Business Advertising

• Industrial advertising

• Government advertising

• Trade/channel advertising

• Professional advertising

• Agricultural advertising

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

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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

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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

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B2B Advertising Media

• General business and trade publications

• Directory advertising

• Consumer media

• The Web

• Direct marketing

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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

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International Advertising and Marketing Communication

Stages of Development• Exporting• Internationalization• Globalization

Global vs. Local• Standardization• Localization• Combination

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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

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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