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Part 5: Integration and Evaluation Chapter 18
I. II. III. IV. V. Chapter Key Points Retail Advertising Business-to-Business Advertising Nonprofit or Social Marketing International Advertising and Marketing Communication
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3 .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 18 .
4 . and international levels Accounts for nearly half of all the money spent on advertising 18 . national.Retail Advertising Retail marketing is about selling and shopping Occurs on local.
5 .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 18 .
6 .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 18 .
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 18 .7 .
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 18 .8 .
9 .Creating the Retail Ad Why would you shop in your store? Personnel Location Pricing policy Products History Social responsibility issues Image 18 .
10 .The Media of Retail Advertising Local retailers prefer reach over frequency Newspapers and direct mail largest local retail advertising media ± Shoppers ± Preprints 18 .
Business-to-Business Advertising Industrial advertising Directed at original equipment Government manufacturers advertising Trade/channel advertising Professional advertising Agricultural advertising 18 .11 .
12 .Business-to-Business Advertising Industrial advertising Largest purchaser of industrial goods Government Such goods may be advertising advertised in Trade/channel government-targeted advertising publications Professional advertising Agricultural advertising 18 .
13 .Business-to-Business Advertising Industrial advertising Used to persuade distribution channel Government members to stock the advertising products of the manufacturer Trade/channel advertising Professional advertising Agricultural advertising 18 .
14 .Business-to-Business Advertising Industrial advertising Directed at mostly white-collar workers or Government advertising/marketing advertising specialists Trade/channel advertising Professional advertising Agricultural advertising 18 .
Business-to-Business Advertising Industrial advertising Promotes a variety of products and services Government ± Animal health products advertising ± Seeds Trade/channel ± Machinery and equipment advertising ± Crop dusting Professional ± Fertilizer advertising Agricultural advertising 18 .15 .
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 18 .16 .
17 .B2B Advertising Media General business and trade publications Directory advertising Consumer media The Web Direct marketing 18 .
Nonprofit or Social Marketing Cause/Mission Marketing Adopting a good cause and sponsoring community and fundraising efforts Links a company¶s mission and core values to a cause Nonprofit Marketing Fundraising Public communication campaigns 18 .18 .
International Advertising and Marketing Communication Stages of Development Exporting Internationalization Globalization Global vs.19 . Local Standardization Localization Combination 18 .
20 . Adaptation Local initiative Centrally conceived campaigns Variations on central campaigns Bottom-up creativity 18 .Planning Global Marketing Communication Programs Market or Culture Orientation Market-orientation model Culture-orientation approach Control vs.
21 .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 18 .