英文版《广告学：原理与实务》课件18教学提纲

英文版《广告学：原理与实务》课件18Key

Points

Discuss

retail

advertising

and

what

makesdistinctiveExplain

the

basics

of

B2B

advertising

Identify

the

basic

goals

and

operations

ofnonprofit

and

social

marketing

Describe

the

strategic

decisions

behindinternational

advertising

and

IMC2Retail

AdvertisingRetail

marketing

is

about

selling

and

shop Occurs

on

local,

national,

and

internationlevels Accounts

for

nearly

half

of

all

the

money

son

advertising3Retail

Advertising

ObjectivesBuild

store

trafficBuild

store

brand

awarenessSell

a

variety

of

products

and

brandsDeliver

sales

promotion

messagesCreate

and

communicate

store

image

Establish

store

brand

that

resonates

withaudienceCreate

customer

desire

to

shop4Retail

vs.

Brand

Advertising

Targeted

to

peopleliving

in

the

store’scommunityPromotes

severalbrandsHas

an

inherent

urgency

Advertises

a

specificlocal

storeLocal

Retail

Advertising

Brand

Advertisers5

Typically

deliver

a

morestandardized

message

Supports

only

theadvertiser’s

branddifferent

or

competing

•

More

concerned

withimageRetail

Advertising

Strategies

Cooperativeadvertising

Institutionaland

productretailadvertising

When

the

national

brandreimburses

the

retailerfor

part

or

all

of

theadvertising

expenses–

Ad

allowances6Retail

Advertising

Strategies

Cooperativeadvertisingand

productretailadvertising

Institutional

retailadvertising

sells

theretail

store

as

a

brand7Institutional

•

Product

retailadvertising

presentsspecific

merchandise

forsale

at

a

certain

priceCreating

the

Retail

AdWhy

would

you

shop

in

your

store?PersonnelLocationPricing

policyProductsHistorySocial

responsibility

issuesImage8The

Media

of

Retail

AdvertisinLocal

retailers

prefer

reach

over

frequenc Newspapers

and

direct

mail

largest

local

radvertising

mediaShoppersPreprints9Business-to-Business

Advertis

Governmentadvertising

Trade/channeladvertisingProfessionalIndustrial

advertis•inDgirected

at

originalequipmentadvertising•

Agriculturaladvertising10manufacturersBusiness-to-Business

Advertis

Governmentadvertising

Trade/channeladvertisingProfessionalIndustrial

advertis•inLgargest

purchaser

ofadvertising•

Agriculturaladvertising11industrial

goods

Such

goods

may

beadvertised

ingovernment-targetedpublicationsBusiness-to-Business

Advertis

Governmentadvertising

Trade/channeladvertisingProfessionalIndustrial

advertis•inUgsed

to

persuadedistribution

channeladvertising•

Agriculturaladvertising12members

to

stock

theproducts

of

themanufacturerBusiness-to-Business

Advertis

Governmentadvertising

Trade/channeladvertisingProfessionalIndustrial

advertis•inDgirected

at

mostlywhite-collar

workers

oradvertising•

Agriculturaladvertising13advertising/marketingspecialistsBusiness-to-Business

Advertis

Governmentadvertising

Trade/channeladvertising

Professionaladvertising

AgriculturaladvertisingIndustrial

advertis•inPgromotes

a

variety

of14products

and

servicesAnimal

health

producSeedsMachinery

andequipmentCrop

dustingFertilizerBusiness-to-Business

AdvertisB2B

Buying

BehaviorPriceServiceQualityAssurance

of

supplyCreating

B2B

Advertising15Purchasing

objectives

•

Select

strongest

benefi

Dramatize

mostimportant

benefitRelevant

visualClear

offer

Provide

contactinformationB2B

Advertising

MediaGeneral

business

and

trade

publicationsDirectory

advertisingConsumer

mediaThe

WebDirect

marketing16Nonprofit

or

Social

MarketingCause/Mission

Marketing

Adopting

a

good

causeand

sponsoringcommunity

and

fund-raising

efforts

Links

a

company’smission

and

core

valuesto

a

causeNonprofit

Marketing17Fundraising

Public

communicationcampaignsInternational

AdvertisingandMarketing

CommunicationStages

of

DevelopmentExportingInternationalizationGlobalizationGlobal

vs.

LocalStandardizationLocalizationCombination18Planning

Global

MarketingCommunication

ProgramsMarket

or

Culture

Orientation

Market-orientationmodel

Culture-orientationapproachControl

vs.

AdaptationLocal

initiative

Centrally

conceivedcampaigns

Variations

on

centralcampaignsBottom-up

creativity19Planning

a

Global

S