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CHAPTER 11

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  1. CHAPTER 11 Integrated Marketing Communications: Advertising, Public Relations, and Trade Shows

  2. BUSINESS MARKET PROMOTIONAL ELEMENTS • Advertising – mass market, one message to all approach • Public Relations – managing media and community relationships • Trade Shows – short-term events used to build and strengthen business relationships Chapter 11 - Advertising, Public Relations, and Trade Shows

  3. WHY ADVERTISE? • To create awareness • To strengthen attitudes • To stimulate actions (it’s rare in the business market to see direct action from advertising, but it can start the process) Chapter 11 - Advertising, Public Relations, and Trade Shows

  4. Positioning Objective Action Objective Audience Objectives Performance Objectives FOUR KEY ADVERTISING OBJECTIVES Chapter 11 - Advertising, Public Relations, and Trade Shows

  5. ADVERTISING OBJECTIVES • POSITIONING OBJECTIVES • Develop the brand personality • Create climate for personal sales calls • Support other communication channels • Stimulate derived demand (influence the end consumer) • Support distributors or other sellers • ACTION OBJECTIVES • Generate leads for field or telemarketing salespeople • Increase attendance at a trade show • Increase distribution of catalogs • Generate sales Chapter 11 - Advertising, Public Relations, and Trade Shows

  6. ELEMENTS OF ADVERTISING STRATEGY The Media Plan The Creative Plan • How We DeliverWhat We Say • CommunicationChannel • Magazines (trade pubs.) • Broadcast (TV & radio) • Electronic Media (web & email) • Directories What We Want To Say Message Content See Exh. 11-3 for content mistakes Chapter 11 - Advertising, Public Relations, and Trade Shows

  7. BUSINESS MARKET ADVERTISING ACTIVITIES • Offer trade allowances • Produce cooperative advertisements with partners • Develop trade contests • Provide incentives/bonuses • Provide point of purchase displays • Provide training (to help your channel partners) • Provide specialty advertising products Chapter 11 - Advertising, Public Relations, and Trade Shows

  8. MEASURING ADVERTISING PERFORMANCE Chapter 11 - Advertising, Public Relations, and Trade Shows

  9. PUBLIC RELATIONS • Management of media and community relationships • TYPES: • Publicity – use of media in communications (includes press release and press kits) • Public Relations – working with the community or public (includes lobbying and community involvement) Chapter 11 - Advertising, Public Relations, and Trade Shows

  10. TRADE SHOWS • Short-term event that brings together multiple vendors and buyers to increase industry exposure • FUNCTIONS: • See existing customers • Develop new customers • Strengthen media relationships Chapter 11 - Advertising, Public Relations, and Trade Shows

  11. CHOOSING TRADE SHOWS • Will the quality of the show audience be significant? • Net Buying Influence is percentage of show audience that influences buying decisions • Total Buying Plans is percentage of show audience planning purchases within next twelve months • Will there be significant press coverage generated? • Will there be a large number of competitors at the show? • More is better. (WHY?) • What is the type of show that best suits my needs? • Trade Association Conventions • For-Profit Shows Produced by Exhibition Companies • Regional vs. National vs. Global Shows • Horizontal (often geographic) vs. Vertical Shows (one industry or profession) Chapter 11 - Advertising, Public Relations, and Trade Shows

  12. GETTING THE MOST FROM A TRADE SHOW • Select the best type of show to fit your budget and objectives • Develop a preshow promotion campaign – direct mail, advertising, special invitations • Plan the show message (just like you would a sales call) – the attention getter, the message, the close • Complete postshow follow-up – lead follow-up, communication • Measure exhibit performance – compare objectives to results, visitors and sales Chapter 11 - Advertising, Public Relations, and Trade Shows