英文版《广告学：原理与实务》课件18教学提纲.ppt

英文版广告学：原理与实务课件18Key PointsDiscuss retail advertising and what makes it distinctiveExplain the basics of B2B advertisingIdentify the basic goals and operations of nonprofit and social marketingDescribe the strategic decisions behind international advertising and IMC2Retail AdvertisingRetail marketing is about selling and shoppingOccurs on local,national,and international levelsAccounts for nearly half of all the money spent on advertising3Retail Advertising ObjectivesBuild store trafficBuild store brand awarenessSell a variety of products and brandsDeliver sales promotion messagesCreate and communicate store imageEstablish store brand that resonates with audienceCreate customer desire to shop4Retail vs.Brand AdvertisingLocal Retail AdvertisingTargeted to people living in the stores communityPromotes several different or competing brandsHas an inherent urgencyAdvertises a specific local storeBrand AdvertisersTypically deliver a more standardized messageSupports only the advertisers brandMore concerned with image5Retail Advertising StrategiesCooperative advertisingInstitutional and product retail advertisingWhen the national brand reimburses the retailer for part or all of the advertising expensesAd allowances6Retail Advertising StrategiesCooperative advertisingInstitutional and product retail advertisingInstitutional retail advertising sells the retail store as a brandProduct retail advertising presents specific merchandise for sale at a certain price7Creating the Retail AdWhy would you shop in your store?PersonnelLocationPricing policyProductsHistorySocial responsibility issuesImage8The Media of Retail AdvertisingLocal retailers prefer reach over frequencyNewspapers and direct mail largest local retail advertising mediaShoppersPreprints9Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingDirected at original equipment manufacturers10Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingLargest purchaser of industrial goodsSuch goods may be advertised in government-targeted publications11Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingUsed to persuade distribution channel members to stock the products of the manufacturer12Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingDirected at mostly white-collar workers or advertising/marketing specialists13Business-to-Business AdvertisingIndustrial advertisingGovernment advertisingTrade/channel advertisingProfessional advertisingAgricultural advertisingPromotes a variety of products and servicesAnimal health productsSeedsMachinery and equipmentCrop dustingFertilizer14Business-to-Business AdvertisingB2B Buying BehaviorPurchasing objectivesPriceServiceQualityAssurance of supplyCreating B2B AdvertisingSelect strongest benefitDramatize most important benefitRelevant visualClear offerProvide contact information15B2B Advertising MediaGeneral business and trade publicationsDirectory advertisingConsumer mediaThe WebDirect marketing16Nonprofit or Social MarketingCause/Mission MarketingAdopting a good cause and sponsoring community and fund-raising effortsLinks a companys mission and core values to a causeNonprofit MarketingFundraisingPublic communication campaigns17International Advertising and Marketing CommunicationStages of DevelopmentExportingInternationalizationGlobalizationGlobal vs.LocalStandardizationLocalizationCombination18Planning Global Marketing Communication ProgramsMarket or Culture OrientationMarket-orientation modelCulture-orientation approachControl vs.AdaptationLocal initiativeCentrally conceived campaignsVariations on central campaignsBottom-up creativity19Planning a Global StrategyGlobal advertising objectivesTargeting issuesPositioning the global brandSetting the budgetExecuting the international campaignOrganizing for the international campaign20此此课课件下件下载载可自行可自行编辑编辑修改，修改，仅仅供参考！供参考！感感谢谢您的支持，我您的支持，我们们努力做得更好！努力做得更好！谢谢谢谢