CHAPTER 11 Integrated Marketing Communications: Advertising, Public Relations, and Trade Shows

BUSINESS MARKET PROMOTIONAL ELEMENTS Advertising – mass market, one message to all approach Public Relations – managing media and community relationships Trade Shows – short-term events used to build and strengthen business relationships Chapter 11 - Advertising, Public Relations, and Trade Shows

WHY ADVERTISE? To create awareness To strengthen attitudes To stimulate actions (it’s rare in the business market to see direct action from advertising, but it can start the process) Chapter 11 - Advertising, Public Relations, and Trade Shows

FOUR KEY ADVERTISING OBJECTIVES Positioning Objective Action Objective Audience Objectives Performance Chapter 11 - Advertising, Public Relations, and Trade Shows

ADVERTISING OBJECTIVES POSITIONING OBJECTIVES Develop the brand personality Create climate for personal sales calls Support other communication channels Stimulate derived demand (influence the end consumer) Support distributors or other sellers ACTION OBJECTIVES Generate leads for field or telemarketing salespeople Increase attendance at a trade show Increase distribution of catalogs Generate sales Chapter 11 - Advertising, Public Relations, and Trade Shows

ELEMENTS OF ADVERTISING STRATEGY The Creative Plan The Media Plan What We Want To Say Message Content See Exh. 11-3 for content mistakes How We Deliver What We Say Communication Channel Magazines (trade pubs.) Broadcast (TV & radio) Electronic Media (web & email) Directories Chapter 11 - Advertising, Public Relations, and Trade Shows

BUSINESS MARKET ADVERTISING ACTIVITIES Offer trade allowances Produce cooperative advertisements with partners Develop trade contests Provide incentives/bonuses Provide point of purchase displays Provide training (to help your channel partners) Provide specialty advertising products Chapter 11 - Advertising, Public Relations, and Trade Shows

MEASURING ADVERTISING PERFORMANCE THE MEASURE: DETERMINED BY: RECALL (aided vs. unaided) Survey/focus groups INQUIRES Card/coupon response, 800-number response POSITION Pre- and post- advertising attitude surveys REACH Estimate based on total circulation/readership CPM (cost per 1000) Divide cost of ad by readership expressed in 1000s of people Chapter 11 - Advertising, Public Relations, and Trade Shows

PUBLIC RELATIONS Management of media and community relationships TYPES: Publicity – use of media in communications (includes press release and press kits) Public Relations – working with the community or public (includes lobbying and community involvement) Chapter 11 - Advertising, Public Relations, and Trade Shows

TRADE SHOWS Short-term event that brings together multiple vendors and buyers to increase industry exposure FUNCTIONS: See existing customers Develop new customers Strengthen media relationships Chapter 11 - Advertising, Public Relations, and Trade Shows

CHOOSING TRADE SHOWS Will the quality of the show audience be significant? Net Buying Influence is percentage of show audience that influences buying decisions Total Buying Plans is percentage of show audience planning purchases within next twelve months Will there be significant press coverage generated? Will there be a large number of competitors at the show? More is better. (WHY?) What is the type of show that best suits my needs? Trade Association Conventions For-Profit Shows Produced by Exhibition Companies Regional vs. National vs. Global Shows Horizontal (often geographic) vs. Vertical Shows (one industry or profession) Chapter 11 - Advertising, Public Relations, and Trade Shows

GETTING THE MOST FROM A TRADE SHOW Select the best type of show to fit your budget and objectives Develop a preshow promotion campaign – direct mail, advertising, special invitations Plan the show message (just like you would a sales call) – the attention getter, the message, the close Complete postshow follow-up – lead follow-up, communication Measure exhibit performance – compare objectives to results, visitors and sales Chapter 11 - Advertising, Public Relations, and Trade Shows