Special Advertising Campaigns Advertising Principles and Practices.

Special Advertising Campaigns

Advertising Principles and Practices

18-2Prentice Hall, © 2009

Questions We’ll AnswerQuestions 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?

Driving Up Honda CR-V SalesDriving 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 for your daily activities.”

• Honda became the second best selling brand in the market and sales increased 99% as a result.

18-3

Visit the Site

Prentice Hall, © 2009

http://www.honda.com/


What is an IMC campaign?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.


Planning an IMC CampaignPlanning 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.


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.

Table 18.1 Typical Objectives for Various IMC Tools


Planning an IMC CampaignPlanning 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)


Retail Marketing and Advertising 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)


Retail Advertising Planning 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.


Retail Objectives 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.


Retail Targeting 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.

Principle: The first strategic consideration in retail advertising is

geography.

Video SnippetHasbro discusses its

transition from multinational to global

marketing.


Cooperative 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.


Creating the Retail AdCreating 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.


The Media of Retail AdvertisingThe Media of Retail Advertising• Local retailers prefer reach over frequency .• Retailers use direct mail because it minimizes waste.• Newspapers offer audience selectivity.

– 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.


Business-to-Business AdvertisingBusiness-to-Business 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


B2B Buyer BehaviorB2B 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.


Types of B2B AdvertisingTypes of B2B Advertising

• Industrial advertising

• Government advertising

• Trade/channel advertising

• Professional advertising

• Agricultural advertising

• Directed at original equipment manufacturers like General Motors, IBM








• Largest purchaser of industrial goods is local, state and federal government.

• May be advertised in government-targeted publications.








• Used to persuade distribution channel members to stock the manufacturer’s products








• Directed at mostly white-collar workers like lawyers, doctors, accountants, teachers.








• Promotes products and services to those involved in growing, raising, or producing agricultural commodities.

Types of Types of Business Business MarketsMarkets



Creating B2B AdvertisingCreating B2B Advertising

• Select strongest benefit

• Dramatize most important benefit

• Choose relevant visuals

• Make the offer clear

• Provide contact information


B2B Advertising MediaB2B Advertising Media

• General business and trade publications– Horizontal vs. vertical

publications

• Directory advertising• Consumer media• The Web• Direct marketing


Nonprofit or Social MarketingNonprofit or Social Marketing• Marketing for the good of society• Goals include:

– 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)


Types of Nonprofit/Social Types of Nonprofit/Social Marketing CampaignsMarketing 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


Types of Nonprofit/Social Types of Nonprofit/Social Marketing CampaignsMarketing 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.

Tyson CaresTyson Cares

18-28

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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http://www.tyson.com/Corporate/AboutTyson/TysonCares


International Advertising and International Advertising and Marketing CommunicationMarketing 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


Stages of Marketing DevelopmentStages 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.


The Global vs. Local DebateThe 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.


The Global vs. Local DebateThe 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


Cultural MeaningsCultural 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.


Central Control vs. Local Central Control vs. Local AdaptationAdaptation

• 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.


Planning Approaches for Planning Approaches for International CampaignsInternational 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.


Planning Global StrategiesPlanning 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?


Planning Global StrategiesPlanning 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


The IMC Factor in Global The IMC Factor in Global Campaign PlanningCampaign 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.

Discussion Questions


Discussion Question 1Discussion 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?



• 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.


Discussion Question 3Discussion 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?



• Define the difference between a high-context 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.


Discussion Question 5Discussion 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.


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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

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Special Advertising Campaigns Advertising Principles and Practices.

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