Special Advertising Situations Chapter 18. 18-2 Retail Advertising Accounts for nearly half of all advertising dollars.

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Presentation transcript:

Special Advertising Situations Chapter 18

18-2 Retail Advertising Accounts for nearly half of all advertising dollars

18-3 Retail Advertising Objectives

18-4 Retail Advertising Strategies Utilize Institutional advertising to concentrate on the retail brand over the product brand Use cooperative advertising to share in advertising costs

18-5 Retail Media Retailers use variety of media but tend to prefer Newspapers Direct mail

18-6 Industrial Advertising

18-7 Business 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

18-8 NAICS NAICS Title Retail Trade 441 Motor Vehicle and Parts Dealers 4411 Automobile Dealers New Car Dealers Used Car Dealers

18-9 Industrial Advertising Directed toward OEM’s

18-10 Government Advertising Largest purchaser of industrial goods Typically advertised in government- targeted publications

18-11 Trade/Channel Advertising Used to persuade distribution channel members to stock the products of the manufacturer

18-12 Professional Advertising Doctors, Lawyers, etc.

18-13 Agricultural Advertising Addresses farmer needs Animal health products Seeds Machinery and equipment Crop dusting Fertilizer

18-14 B-to-B Buying Behavior Purchaser objectives Price Service Quality Assurance of supply

18-15 B2B Advertising 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

18-16 B2B Advertising Media General business and trade publications Directory advertising Consumer media The Web Direct marketing

18-17 Social Marketing The use of marketing programs and marketing communication tools for the good of society

18-18 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

18-19 Nonprofit Marketing Fund-raising Public communication campaigns

18-20 Global Development Levels International Multi-National Globalization

18-21 In the global market should products remain 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

18-22 Discussion 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?