Download Introduction to Advertising

Special Advertising
Campaigns
Part 5: Principles: How to Win the Battle of the
Buzz
Chapter 18
Prentice Hall, © 2009
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CHAPTER KEY POINTS
Questions We’ll Answer
• What is retail advertising all about; and
what makes it distinctive?
• How can we best explain the basics of
B2B advertising?
• What are the basic goals and operations
of nonprofit and social marketing?
• Which strategic decisions are behind
international advertising and IMC?
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IMC AND TOTAL COMMUNICATION
What is an IMC campaign?
• A campaign is a complex set of interlocking,
coordinated activities.
• An Integrated Marketing Communications
campaign plan outlines objectives and
strategies for different but related marketing
communications efforts that appear in
different media, use different marketing
communication tools, and convey different
but complementary brand-consistent
messages to a variety of stakeholders.
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IMC AND TOTAL COMMUNICATION
Planning an IMC Campaign
• Choosing the best marcom tools based on their
strengths and weaknesses in achieving campaign
objectives results in synergy.
– When all pieces work together, the whole is greater
than the sum of its parts.
• The Integration Triangle identifies three key aspects
that must work together to create integration.
– What the company/brand says about itself (say)
– How the company/brand performs (do)
– What other say about the company/brand (confirm)
• Brand consistency is not just a strategic need; it’s
also cost-efficient and builds longer lasting customer
relationships.
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RETAIL MARKETING AND ADVERTISING
What is retail advertising?
• Retail advertising accounts for nearly half of
all money spent on advertising.
• Two missions of retail advertising:
– Selling the brand of the store
– Selling individual brand items
• Three types of retail stores:
– Independently owned (e.g., barber shop)
– Franchises (e.g., KFC, Hertz)
– Corporate (e.g., Starbucks, Macy’s)
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RETAIL MARKETING AND ADVERTISING
Retail Objectives
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Primary objective is building store traffic
Attracting new customers
Building store loyalty
Increasing the average sale
Maintaining inventory balance; moving out
overstock and outdated merchandise
• Creating a sense of urgency
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RETAIL MARKETING AND ADVERTISING
Retail Targeting
• Geography
– Where do my customers live?
– How far will they drive to visit my store?
• Consumer Taste
– Offers, merchandise, and advertising
messages are tailored to consumer
preferences.
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RETAIL MARKETING AND ADVERTISING
Cooperative Advertising
• National brand reimburses the retailer for all
or part of their advertising expenses.
• Allows retailers to compensate for their
smaller budgets and limited expertise.
• Also called ad allowances or promotional
allowances.
• Many retailers won’t consider taking on a
new brand without co-op support.
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RETAIL MARKETING AND ADVERTISING
Creating the Retail Ad
• People choose a store based on personnel,
location, pricing policy, products, history, social
responsibility.
• Store location information is essential (address,
map).
• Advertising is created by in-house staff, local
media, agencies, or freelancers.
• Sometimes, local campaigns created by local
agencies can go national.
• Smaller retailers use stock artwork; larger ones
may use custom artwork.
• Manufactures offer
dealer tags or donuts.
Prentice Hall, © 2009
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RETAIL MARKETING AND ADVERTISING
The Media of Retail Advertising
• Local retailers prefer reach over frequency.
• Retailers use direct mail because it minimizes waste.
• Newspapers offer audience selectivity.
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Zone editions
Shoppers
Pre-prints
Free-standing inserts
• Radio is used by local retailers for its low cost and
high selectivity in terms of geography and audience.
• Local magazines reach upscale consumers.
• National magazines offer regional or metro editions.
• The Internet allows stores to sell online.
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BUSINESS-TO-BUSINESS ADVERTISING
What is B2B Advertising?
• Advertising directed at people in
business who buy or specify products
for business use.
• Business advertising is used to:
– Create corporate brand awareness
– Enhance the company’s reputation
– Support salespeople and other channel
members
– Generate new business leads
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BUSINESS-TO-BUSINESS ADVERTISING
B2B Buyer Behavior
• Businesses buy goods and services because they
need:
– Ingredients for products they make
– Goods (desks) and services (legal, accounting) to
operate their business
• Business marketing differs from consumer
marketing.
– Decisions often by committees; focus on rational
factors
– Purchase is negotiated by a buyer
• B2B advertising focuses on reasons/benefits like
price, service, quality, or assurance of supply.
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BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
• Directed at original
• Industrial
equipment
advertising
manufacturers like
• Government
General Motors, IBM
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising Prentice Hall, © 2009
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BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
• Largest purchaser of
• Industrial
industrial goods is local,
advertising
state, and federal
• Government
government
advertising
• May be advertised in
government-targeted
• Trade/channel
publications
advertising
• Professional
advertising
• Agricultural
advertising Prentice Hall, © 2009
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BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
• Used to persuade
• Industrial
distribution channel
advertising
members to stock the
• Government
manufacturer’s products
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising Prentice Hall, © 2009
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BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
• Directed at mostly white• Industrial
collar workers like
advertising
lawyers, doctors,
• Government
accountants, teachers
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising Prentice Hall, © 2009
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BUSINESS-TO-BUSINESS ADVERTISING
Types of B2B Advertising
• Promotes products and
• Industrial
services to those involved
advertising
in growing, raising, or
• Government
producing agricultural
commodities
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising Prentice Hall, © 2009
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BUSINESS-TO-BUSINESS ADVERTISING
Creating B2B Advertising
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Select strongest benefit
Dramatize most important benefit
Choose relevant visuals
Make the offer clear
Provide contact information
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BUSINESS-TO-BUSINESS ADVERTISING
B2B Advertising Media
• General business and trade publications
– Horizontal vs. vertical publications
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•
•
•
Directory advertising
Consumer media
The Web
Direct marketing
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NONPROFIT OR SOCIAL MARKETING
What is nonprofit or social marketing?
• Marketing for the good of society
• Used by hospitals, government agencies, zoos,
museums, orchestras, religious organizations,
charities, and universities and schools to “sell”
their services, programs, and ideas.
• Goals include:
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Membership (AARP, Chamber of Commerce)
Donations (Red Cross, United Way)
Participation (Habitat for Humanity)
Sales (museum gift shops)
Recruitment (the military, universities)
Attitude change (political parties)
Advocacy (Weyerhaeuser for forest management)
Visits or attendance (state tourism programs, museums)
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NONPROFIT OR SOCIAL MARKETING
Types of Campaigns
• Fund-raising (development)
– Capital campaigns raise a specific amount of money over a
set time for buildings, equipment, or programs.
• Social Marketing
– Create awareness of social needs; motivate
consumers/businesses to act in certain ways
• Public Communications
– A conscious effort to influence publics’ thoughts or actions
• Cause Marketing
– Adopting a good cause and sponsoring community and fundraising efforts (Target’s community caring effort)
• Mission Marketing
– Links a company’s mission and core values to a cause (e.g.,
Dove’s “real women”
campaign)
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INT’L ADVERTISING AND MARKETING COMMUNICATION
Factors Driving Globalization
• Development of international media
• Spread of market-based economies in
countries and regions like China,
South America, India, and Eastern
Europe
• Expansion of English as an
international language
• Web-enabled ability for even small
companies to market internationally
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INT’L ADVERTISING AND MARKETING COMMUNICATION
Stages of Marketing Development
• Stage 1: Exporting
– Send products to other markets
• Stage 2: Internationalization
– Selling to a group of markets in a region (e.g.,
Europe or Asia)
• Stage 3: Globalization
– Brands sold throughout the world
• Note: “Country of origin” doesn’t matter
any more but can cause problems when
countries are anti-American.
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INT’L ADVERTISING AND MARKETING COMMUNICATION
The Global vs. Local Debate
• Should companies act as if there is one global
market, motivated by the same wants and desires?
• Or should they account for cultural differences when
developing products and marketing for the cultures
they serve?
• Three schools of thought on international advertising:
– Standardization—differences are a matter of degree,
so focus on customer similarities and brand
development.
– Localization—consider differences in culture,
economy, media, legal environment, etc.
– Combination—use a standardized strategy but adapt
advertising execution to the local culture.
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INT’L ADVERTISING AND MARKETING COMMUNICATION
Cultural Meanings
• High-context cultures
– Message meanings are based on contextual cues
– In Japanese, a word can have multiple meanings
• Low-context cultures
– Message can be understood as it stands
– Most English words have clearly defined
meanings
• It’s more difficult to write advertising
messages for high-context cultures where the
meaning is dependent on surrounding
sentences.
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INT’L ADVERTISING AND MARKETING COMMUNICATION
Central Control vs. Local Adaptation
• Some advertisers develop tightly controlled global
campaigns while others develop local campaigns in
every major market; most combine standardization
and localization.
• Global campaigns have two starting points:
– Success in one country
– A centrally conceived strategy
• Global marketers strive for a consistent brand
strategy that allows them to honor cultural
differences when those differences are relevant to
the brand’s marketing strategy.
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PUBLIC RELATIONS TOOLS
Planning Approaches for
International Campaigns
• Local initiative
– A successful campaign in one country is modified and used
in other countries.
• Centrally conceived campaigns
– A centralized strategy is developed for use globally (e.g.,
Xbox) with a consistent marketing strategy
• Variations on central campaigns
– Local agencies may be used to adapt creative ideas for each
market, but the strategy remains consistent.
• Bottom-up creativity
– Many agencies may submit ideas, the best one is selected
and used globally.Prentice Hall, © 2009
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INT’L ADVERTISING AND MARKETING COMMUNICATION
Planning Global Strategies
• Global Objectives
– Reminder vs. introduction (awareness and trial)
• Targeting Issues
– Where to advertise
– Market development level—can the market, literacy levels, and
economy support the expense of marketing the product?
– Cultural cohorts—a segment of customers from different
countries with common characteristics, wants, needs (e.g. new
mothers).
• Positioning the Global Brand
– Problems and opportunities in each market
– Consumer motives in each market
• Setting the Budget
– Which method? What about exchange rate?
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INT’L ADVERTISING AND MARKETING COMMUNICATION
Planning Global Strategies
• Executing the International Campaign
– Use local models, language, and settings.
– Pepsi’s “Come alive” in Taiwan means “Pepsi will bring your
ancestors back from the dead.”
– “Finger lickin’ good” in China means “Eat your fingers off.”
• International Media Buying
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Media is different, developing, evolving in every country.
Local agencies should handle media buys.
Seasons and holidays differ among countries.
Time zone differences can cause delays.
• Organization for International Campaigns
– Depends on standardization or localization strategy.
– Tight, central international control vs. local autonomy.
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THE IMC FACTOR IN GLOBAL CAMPAIGN PLANNING
Creating IMC Campaigns on a
Global Level
• Integrated Marketing Communications
– All the messages a consumer receives about a brand
work together to create a coherent brand impression.
• Requires horizontal and vertical integration.
– Vertical: coordination of decisions about targeting,
positioning, objectives, strategies, and tactics.
– Horizontal: coordination across all countries or
regions involved in a plan.
• May require a dedicated manager
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permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
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