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8/9/2019 Advertising, Trade Shows and PR
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Advertising, Trade Shows and
PR
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Advertising to Business
Why Advertising?-
1. Advertising creates awareness
2. Advertising strengthens attitudes3. Advertising leads to action
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Advertising Strategy
It consist of the creative plan and the
media plan
Determining advertising objectives Determining the creative plan
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Examples of advertising objectives
Positioning objectives
Develop the brand
Create favorable climate for personal sales calls
Support other communication channel
Stimulate derived demand
Project a financially healthy image
Support distributors or other resellers Create favorable image among difficult to reach
influencer
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Action Objectives
Generate leads for field or telemarketing
salespeople Increase attendance at a trade show
Increase distribution of catalogs
Secure investment in company throughsale of stock or other methods
Generate sales
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Avoiding common B2B mistakes
Too much information-highlight one important benefit from thecustomers perspective
Failed to address audience needs concerns, question or problems-focus on problem being solved
Too much corporate- avoid over sensationalizing companies
capabilities Lack human interest, emotion or passion- what are the people
benefits, not just the business benefits?tell a story.
Too safe-no creative risk- get out of the office and into the mind ofthe buyer
Lack visual interest-place products and benefits in unusual or
unrelated context Lack of continuity across campaigns or even within a campaign-
create a positioning a branding strategy and use that to drivecreative strategy
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Media selection
Magazines-trade publications, magazine
written for particular trade, profession or
industry Magazines are distributed free to qualified
readers
Audience quality is an important variable
Cost per Thousand (CPM)
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Broadcast Media1. TV and Radio are the form of broadcast media
2. Many of the audience may not be the part of desired
market
3. Use to build companies image
4. Radio can also deliver the frequency and reach of TV
and at much more affordable rate
5. The medium also allows a high degree of creativity
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Electronic media
It includes internet and worldwide web
Effectiveness is measured in hits" the
number of times someone looked at thepage)
It can be interactive
It is responsive- it results in two-waycommunication
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Directories
Industrial buyers sometimes use
directories to locate potential suppliers Many trade publication include annual
directories
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Advertising measures
Recall- through survey-if the ad is remembered it is effective
Inquiries-did the ad cause readers to take action? Were the people
who responded really interested in buying the product.
Position- attitude towards a product through survey-did the ad
change the market attitudes the attitude now what we want it to be
Reach- using circulation or readership audit, the number of reader
among target market is calculated-it is used to assess media
choices, rather than the effectiveness of a particular advertising
CPM (Cost per thousand)- how does the reach of this magazine
compared to reach of similar magazine, relative to how much eachcharges, again used to assess media choice.
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Public Relations
It is the management function that focuses
on the relationship and communications
with individuals and groups in order to
create mutual goodwill.
It is more than crisis management
Effective marketing communicators seek
to have strong, positive relationship before
and in spite of any crisis
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Checklist for writing a news release
Identify yourself
Provide a release date
Use wide margins-double spaced for print media andtriple space for broadcast media
Keep it short Proof the copy
Dont call to see whether the editor received your release
Dont ask for tear sheets
Dont promise you will advertise if the item is published
If an article run, send a thank you to the editor
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Public affairs
Lobbying
Community involvement
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Trade Show Marketing
It ranks second only to advertising in terms
of marcom budget
Buyers depends more on trade shows Relationship with trade press can also
developed at shows
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Setting trade show goals
Seeing current customers, creating new
customers
Strengthening relationship with press Setting goals depend upon overall
marketing strategy
Show selection
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Show selection
Net Buying influence: it is the percentage
of the show audience that has influence in
the buying process
Total buying plan: it is the percentage bof
audience planning to buy exhibited
product within the next 12 month
Amount of press that participate
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Types of show
Association-sponsored versus for-profit
Regional versus national or global
Vertical versus horizontal- a vertical showsare one that focuses on industry or
profession and an horizontal show
includes many industry
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Trade show
Gifts and merchandising
Manufacturing and engineering
Computer and electronics
Jewelry and apparel Sports and recreation
Hospitality and service
Food and beverages
Medical and related fiels
Broadcast and communication
Automotive and trucking
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Show marketing strategy
Preshow management
Show management-the show experience-
1.The attention getter2.The message
3.The close
Post show follow-up-
1.Lead follow-up
2. communication
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Measurement of tradeshow
performance
Traffic count
Direct mail redemption
Attraction efficiency Total press coverage
Anecdotes
recall
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Specialty advertising
Specialty advertising is use of products toadvertise another product or company- forexample putting companies names on pen
and pencil It is called premium, freebies and
giveaways
Split premium are becoming popularwhere half of the freebie is mailed theother half is given at the booth