英文版广告学原理与实务18.pptx

Special Advertising SituationsPart 5:Integration and EvaluationChapter 1818-2Chapter OutlineI.Chapter Key PointsII.Retail AdvertisingIII.Business-to-Business AdvertisingIV.Nonprofit or Social MarketingV.International Advertising and Marketing Communication18-3Key PointsDiscuss retail advertising and what makes it distinctiveExplain the basics of B2B advertisingIdentify the basic goals and operations of nonprofit and social marketingDescribe the strategic decisions behind international advertising and IMC18-4Retail AdvertisingRetail marketing is about selling and shoppingOccurs on local,national,and international levelsAccounts for nearly half of all the money spent on advertising18-5Retail Advertising ObjectivesBuild store trafficBuild store brand awarenessSell a variety of products and brandsDeliver sales promotion messagesCreate and communicate store imageEstablish store brand that resonates with audienceCreate customer desire to shop18-6Retail vs.Brand AdvertisingLocal Retail AdvertisingTargeted to people living in the stores communityPromotes several different or competing brandsHas an inherent urgencyAdvertises a specific local storeBrand AdvertisersTypically deliver a more standardized messageSupports only the advertisers brandMore concerned with image18-7Retail Advertising StrategiesCooperative advertisingInstitutional and product retail advertisingWhen the national brand reimburses the retailer for part or all of the advertising expensesAd allowances18-8Retail Advertising StrategiesCooperative advertisingInstitutional and product retail advertisingInstitutional retail advertising sells the retail store as a brandProduct retail advertising presents specific merchandise for sale at a certain price18-9Creating the Retail AdWhy would you shop in your store?PersonnelLocationPricing policyProductsHistorySocial responsibility issuesImage18-10The Media of Retail AdvertisingLocal retailers prefer reach over frequencyNewspapers and direct mail largest local retail advertising mediaShoppersPreprints18-11Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingDirected at original equipment manufacturers18-12Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingLargest purchaser of industrial goodsSuch goods may be advertised in government-targeted publications18-13Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingUsed to persuade distribution channel members to stock the products of the manufacturer18-14Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingDirected at mostly white-collar workers or advertising/marketing specialists18-15Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingPromotes a variety of products and servicesAnimal health productsSeedsMachinery and equipmentCrop dustingFertilizer18-16Business-to-Business AdvertisingB2B Buying BehaviorPurchasing objectivesPriceServiceQualityAssurance of supplyCreating B2B AdvertisingSelect strongest benefitDramatize most important benefitRelevant visualClear offerProvide contact information18-17B2B Advertising MediaGeneral business and trade publicationsDirectory advertisingConsumer mediaThe WebDirect marketing18-18Nonprofit or Social MarketingCause/Mission MarketingAdopting a good cause and sponsoring community and fund-raising effortsLinks a companys mission and core values to a causeNonprofit MarketingFundraisingPublic communication campaigns18-19International Advertising and Marketing CommunicationStages of DevelopmentExportingInternationalizationGlobalizationGlobal vs.LocalStandardizationLocalizationCombination18-20Planning Global Marketing Communication ProgramsMarket or Culture OrientationMarket-orientation modelCulture-orientation approachControl vs.AdaptationLocal initiativeCentrally conceived campaignsVariations on central campaignsBottom-up creativity18-21Planning a Global StrategyGlobal advertising objectivesTargeting issuesPositioning the global brandSetting the budgetExecuting the international campaignOrganizing for the international campaign