Special Special

Advertising Advertising

SituationsSituations

Chapter 18

18-2

Retail AdvertisingRetail AdvertisingAccounts for nearly

half of all

advertising dollars

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18-3

Retail Retail Advertising Advertising ObjectivesObjectives

18-4

Retail Advertising StrategiesRetail 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 MediaRetail Media

Retailers use variety of media

but tend to prefer

• Newspapers

• Direct mail

18-6

Industrial AdvertisingIndustrial Advertising

18-7

Business ClassificationBusiness 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

NAICSNAICS

NAICS Title

44-45 Retail Trade

441 Motor Vehicle and Parts Dealers

4411 Automobile Dealers

44111 New Car Dealers

44112 Used Car Dealers

18-9

Industrial AdvertisingIndustrial Advertising

• Directed toward

• OEM’sQuickTime™ and a

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18-10

Government AdvertisingGovernment Advertising

• Largest purchaser of industrial goods

• Typically advertised in government-targeted publications

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Trade/Channel AdvertisingTrade/Channel Advertising

• Used to persuade distribution channel members to stock the products of the manufacturer

18-12

Professional Professional AdvertisingAdvertising

• Doctors, Lawyers, etc.

18-13

Agricultural Agricultural AdvertisingAdvertising

• Addresses farmer needs• Animal health

products• Seeds• Machinery and

equipment• Crop dusting• Fertilizer

18-14

B-to-B Buying BehaviorB-to-B Buying Behavior

• Purchaser objectives

• Price

• Service

• Quality

• Assurance of supply

18-15

B2B B2B AdvertisingAdvertising

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 MediaB2B Advertising Media

• General business and trade publications

• Directory advertising

• Consumer media• The Web• Direct marketing

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Social MarketingSocial Marketing

• The use of marketing programs and marketing communication tools for the good of society

18-18

Cause/Mission Cause/Mission MarketingMarketing

• 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 Nonprofit MarketingMarketing

• Fund-raising

• Public

communication

campaigns

18-20

Global Development LevelsGlobal Development Levels

• International

• Multi-National

• Globalization

18-21

In the global market should products remain In the global market should products remain as designed or change to fit country?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 QuestionDiscussion 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?