Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations The Role of Advertising 1.Integrated Communication Programs. 2.Enhancing Sales Effectiveness. 3.Increased Sales Efficiency. 4.Creating Awareness. 5.Interactive Marketing Communications.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Advertising Cannot Substitute for effective personnel selling. Advertising along cannot create product preference.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Advertising is only one aspect of the entire marketing strategy. The advertising decision process begins with the formulation of advertising objectives. Equally important is the evaluation and selection of the media. The Decision Stages for Developing the Business-to- Business Advertising Program
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Determining Advertising Expenditures Percent of Sales Allocate some percent of sales to advertising. Makes advertising a consequence rather than a determinant of sales and profits. Objective-Task Method An attempt to relate advertising costs to the objective it is to accomplish. Focuses on the communications effects of advertising, not on the sales effects.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations B2B Advertising Message Development Determine advertising objectives. Evaluate the buying criteria of the target audience. Analyze the most appropriate language for presenting the message.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Developing the Message Perception Focus on Benefits Understanding Buyer Motivations
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations The Power of Internet Marketing Communications 1.Integrate the Internet into Media Plans. 2.Capture the Economies of the Internet. 3.Make Real-Time Changes. 4.Create “Unlimited Shelf Space” for Products. 5.Reach Customers on a Global Scale. 6.Build One-to-One Relationships with Customers.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations The Primary Areas for Advertising Evaluation 1.A sound measurement program entails substantial advanced planning. 2.The advertising strategist must determine; 1.what is to be measured, 2.how, 3.in what sequence. 3.A pre-evaluation phase is required to establish a benchmark.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Trade Shows: Strategy Benefits An effective selling message can be delivered to a relatively large and interested audience at one time. New products can be introduced to a mass audience. Customers can get hands-on experience with the product in a one-on-one selling situation. Potential customers can be identified, providing sales personnel with qualified leads. General goodwill can be enhanced. Free publicity is often generated for the company.
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Trade-Show Communications Strategy 1.What functions should the trade show perform in the total marketing communications program? 2.To whom should the marketing effort at trade shows be directed? 3.What is the appropriate show mix for the company? 4.What should the trade show investment—audit policy be? How should audits be carried out?
Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developed by Cool Pictures and MultiMedia Presentations Important Measures by Exhibit Surveys Net Buying Influences Measures the percentage of the show audience that has decision authority for the types of products being exhibited. Total Buying Plan Measures the percentage of the audience planning to buy the products being exhibited with the next 12 months.