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Advertising Principles
and Practices
Special
Advertising
Campaigns
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?
Prentice Hall, © 2009
18-2
Driving Up Honda CR-V Sales
• Honda recognized that many
SUV drivers wanted space for
groceries, luggage, etc. with
minimum\ off-road capabilities.
• The campaign positioned CR-V
as “the inner-city SUV with
space and maneuverability
Visit the
Site
for your daily activities.”
• Honda became the second
best selling brand in the
market and sales increased
99% as a result.
Prentice Hall, © 2009
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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.
• IMC requires cross-functional management;
meaning a team of people from all relevant parts of
the company monitor impact and track consumer
response.
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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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Table 18.1
Typical Objectives for Various IMC Tools
Advertising: reach wide audience through mass media; acquire new customers; establish brand image and
personality; define brand position; identify points of differentiation and competitive advantage; counter
competition; deliver reminders.
PR: announce news; affect attitudes and opinion; maximize credibility and believability; generate likeability;
create and improve stakeholder relationships; stimulate buzz.
Consumer Sales Promotion: stimulate behavior; generate immediate response; intensify needs; wants and
motivations; reward behavior; stimulate improvement and relevance; create pull through the channel; encourage
repeat purchase.
Trade Sales Promotion: build industry acceptance; push through the channel; motivate cooperation; energize
sales force, dealers, and distributors.
Point-of-Purchase: increase immediate sales; attract attention at decision point; create interest; stimulate
urgency; encourage trial and impulse purchasing.
Direct Marketing: stimulate sales; create personal interest and relevance; provide information; create acceptance
and conviction; encourage repeat purchase; maintain relationship.
Sponsorship and Events: build awareness; create brand experience; create opportunity for participation,
interaction, and involvement; create excitement; stimulate buzz.
Packaging: increase sales; attract attention at selection point; deliver product information; create brand reminder
at point of purchase.
Specialties: reinforce brand identity; provide continuous brand reminder; reinforce satisfaction; encourage repeat
purchase.
Guerilla Marketing: intercept prospects where they work, live, and visit; create curiosity and excitement; provide
opportunity for involvement; stimulate buzz.
Customer Service: answer questions; solve customer problems; record complaints and compliments; turn bad
customer experiences to positive experiences; listen to consumer perceptions and record feedback; notify
appropriate departments of complaints and compliments; test market communication strategies and copy points.
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Planning an IMC Campaign
• 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)
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Retail Marketing and 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 Advertising Planning
• Especially for upscale retailers, brand building is
achieved through advertising, other forms of
marcom, pricing strategies, location, and the
store’s physical appearance.
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Retail Objectives
• 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
Objectives for building/maintaining store traffic.
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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.
Video Snippet
Hasbro discusses its
transition from
multinational to global
marketing.
Principle:
The first strategic consideration in retail advertising is
geography.
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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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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.
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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
• Advertising directed at people in business
who buy or specify products for business
use.
• Business advertising is used to:
–
–
–
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Create corporate brand awareness
Enhance the company’s reputation
Support salespeople and other channel members
Generate new business leads
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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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Types of B2B Advertising
• Industrial
advertising
• Government
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising
• Directed at original
equipment
manufacturers like
General Motors, IBM
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Types of B2B Advertising
• Industrial
advertising
• Government
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising
• Largest purchaser of
industrial goods is local,
state and federal
government.
• May be advertised in
government-targeted
publications.
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Types of B2B Advertising
• Industrial
advertising
• Government
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising
• Used to persuade
distribution channel
members to stock the
manufacturer’s products
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Types of B2B Advertising
• Industrial
advertising
• Government
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising
• Directed at mostly whitecollar workers like
lawyers, doctors,
accountants, teachers.
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Types of B2B Advertising
• Industrial
advertising
• Government
advertising
• Trade/channel
advertising
• Professional
advertising
• Agricultural
advertising
• Promotes products and
services to those involved
in growing, raising, or
producing agricultural
commodities.
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Types of
Business
Markets
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Creating B2B Advertising
• Select strongest
benefit
• Dramatize most
important benefit
• Choose relevant
visuals
• Make the offer
clear
• Provide contact
information
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B2B Advertising Media
• General business and
trade publications
– Horizontal vs. vertical
publications
•
•
•
•
Directory advertising
Consumer media
The Web
Direct marketing
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Nonprofit or Social Marketing
• Marketing for the good of society
• 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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Types of Nonprofit/Social
Marketing Campaigns
• Fund-raising (development)
– Also called “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
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Types of Nonprofit/Social
Marketing Campaigns
• Cause Marketing
– Adopting a good cause and sponsoring community and
fund-raising 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)
Principle:
Cause marketing and mission marketing are driven
by the passion employees and other stakeholders,
as well as customers, feel for a good cause.
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Tyson Cares
Share Our Strength, the national
antihunger, antipoverty
organization organized the Great
American Bake Sale, mobilizing
corporate sponsors like Tyson.
Tyson donated a pound of
chicken, beef, or pork for every
product purchased during the
Bake Sale.
Visit the
Site
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International Advertising and
Marketing Communication
• Globalization is driven by:
– 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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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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The Global vs. Local Debate
• Should companies act as if there is one global
market, motivated by the same wants and
desires?
– Universal values may include protecting the family,
honesty, health and fitness, self-esteem, self-reliance,
justice, freedom, friendship, and knowledge, learning.
• Or should they account for cultural differences
when developing products and marketing for
the cultures they serve?
– American values of taking initiative, personal
competency, and rugged individualism conflict with
cultures that value collective thinking and group
norms rather than independence.
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The Global vs. Local Debate
• 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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Cultural Meanings
• High-context cultures
– Messages 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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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
Principle:
Globalization is a fact, so 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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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.
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Planning Global Strategies
• Global Objectives
– Reminder vs. introduction (awareness and trial)
• Targeting Issues
– Where to advertise
– Market development level—can the market,
literacy levels, 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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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
–
–
–
–
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
• 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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Discussion Questions
Discussion Question 1
• Choose a restaurant in your community.
• What types of people does it target?
• Would you recommend that its
advertising focus on price or image?
• What is (or should be) its image?
• Which media should it use?
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Discussion Question 2
• You work for a large sporting goods chain
that would like to focus all of its local
philanthropic activities in one area.
• You believe the company could benefit from
a mission marketing program.
• Develop a proposal for the marketing VP
that explains mission marketing and
presents an example of a mission marketing
project that might work for the company.
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Discussion Question 3
• Dean Bennett has gotten a new assignment for an
upscale pen made in Switzerland under the brand
name of Pinnacle.
• Its primary advantage is that it has an extremely
long-lasting cartridge, one that is guaranteed to last
for at least five years. The pen is available in a
variety of forms, including roller ball and felt tip,
and a variety of widths, from fine to wide stroke.
• Use the adaptability continuum to analyze the
globalization or localization options for launching
this pen first in Europe and then globally including
North America and Asia.
• What would your recommendation be on
standardizing the advertising?
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Discussion Question 4
• Define the difference between a highcontext and a low-context culture.
• If you are an international student,
analyze your own culture and compare
it to the United States.
• In class illustrate the difference by
finding two ads in this textbook that
you think effectively demonstrate these
two message strategies.
• Explain how they work.
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Discussion Question 5
•
•
•
•
•
Three-minute debate: Tom and Wendy Butler have just purchased a
sandwich shop and intend to turn it into a gourmet sandwich shop that
features different types of sandwiches from different countries.
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 Wendy are arguing about which local media
make the most sense if they only have funds for one medium—a Yellow
Pages display ad, a series of advertisements in the area’s weekly shopper
newspaper, or advertising in the local college newspaper (the campus is
six blocks from the store).
Which of these media will best help Tom and Wendy build awareness for
their new shop.
In class, organize into small teams with each team arguing on behalf of
one of the three media options. Set up a series of three-minute debates
with each side having half that time to argue its position. Every team of
debaters has to present new points not covered in the previous teams’
presentations until there are no arguments left to present. Then, the class
votes as a group on the winning point of view.
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All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Prentice Hall, © 2009
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