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

2. 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

3. 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

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

5. 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

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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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