Chap011 imc

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Chap011 imc

  1. 1. McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Chapter 11 CommunicatingVia Advertising, Trade Shows, and PR
  3. 3. REASONS TO ADVERTISE• ADVERTISING CREATES AWARENESS - Communicates to any group, including customers• ADVERTISING STRENGTHENS ATTITUDES - With customers, in financial markets, with potential suppliers, with government officials• ADVERTISING LEADS TO ACTION – Leads prospects through decision process• ADVERTISING INFLUENCES FINANCIAL PERFORMANCE – Has a positive effect on business performance 11-3
  4. 4. THE TWO MAJOR ELEMENTSOF ADVERTISING STRATEGYThe Creative Plan The Media PlanThe Content of the The Channel of Message Communication OR OR What We Want How We Will To Say Deliver What We Say 11-4
  5. 5. ADVERTISING STRATEGY DEVELOPMENT• DETERMINE ADVERTISING OBJECTIVES• DETERMINE THE CREATIVE PLAN• SELECT MEDIA• MEASURE ADVERTISING PERFORMANCE 11-5
  6. 6. THE FOUR KEYADVERTISING OBJECTIVESPositioning Action Objective ObjectivePerformance Audience Objectives Objectives 11-6
  7. 7. DEVELOP POSITIONING OBJECTIVES FOR A WINNING CAMPAIGN • POSITIONING OBJECTIVES • Develop the brand personality • Create climate for personal sales calls • Support other communication channels • Stimulate derived demand • Exhibit 11-1 Project financially healthy image 11-7
  8. 8. DEVELOP ACTION OBJECTIVES FOR A WINNING CAMPAIGN• ACTION OBJECTIVES • Generate leads for field or telemarketing salespeople • Increase attendance at a trade show • Increase distribution of catalogs • Secure investment in company through sale of equities • Generate sales Exhibit 11-1 11-8
  9. 9. MEASURING ADVERTISING PERFORMANCE THE MEASURE: DETERMINED BY:RECALL SURVEYS/FOCUS GROUPSINQUIRES CARD/COUPON RESPONSE, 800- NUMBER RESPONSEPOSITION PRE-AND POST-ADVERTISING ATTITUDE SURVEYSREACH ESTIMATE YOUR READERS BASED ON TOTAL CIRCULATION/ READERSHIP AUDITSCPM (cost per 1000) DIVIDE COST OF AD BY READERSHIP EXPRESSED IN 1000s Exhibit 11-4 11-9
  10. 10. WRITING NEWS RELEASES: A CHECKLIST• IDENTIFY YOURSELF AND PROVIDE CONTACT INFORMATION• PROVIDE A RELEASE DATE FOR THE NEWSPIECE• USE WIDE MARGINS AND SPACINGS• KEEP IT SHORT, ONE PAGE IS PREFERRED• PROOF THE COPY• DON’T FOLLOW-UP ABOUT RECEIVING THE RELEASE Exhibit 11-5• DON’T ASK FOR TEARSHEETS 11-10
  11. 11. TIPS FOR DELIVERING A WINNING NEWS RELEASE1. MAKE SURE YOUR SUBJECT IS NEWSWORTHY2. INCLUDE SAMPLES WHEN / WHERE / IF POSSIBLE3. PRODUCE 3-MINUTE DEMO DVD TO ACCOMPANY RELEASE 11-11
  12. 12. GENERATING FAVORABLE PUBLICITY1. STAGE AN EVENT TO DEMONSTRATE A NEW PRODUCT2. DEVELOP PRESS (OR MEDIA) KITS THAT CONTAIN INFORMATION TO SUPPORT YOUR EVENT OR INTRODUCE NEW INFORMATION. KIT CAN INCLUDE SAMPLES, BROCHURES, AND KEY INFORMATION3. SPEAKER’S BUREAUS FOR COMPANY PERSONNEL TO SPEAK AT CIVIC AND INDUSTRY EVENTS4. USE ARTICLE REPRINTS AS THIRD PARTY TESTIMONIALS 11-12
  13. 13. WHAT TRADE SHOWS MEAN TO BUSINESS TO BUSINESS1. BUYERS DEPEND ON TRADE SHOWS FOR INFORMATION AND DEMONSTRATION2. TRADE SHOWS PROVIDE OPPORTUNITIES FOR DIALOGUE3. TRADE SHOWS REACH NEW PROSPECTS4. TRADE SHOWS STRENGTHEN CUSTOMER RELATIONSHIPS5. TRADE PRESS RELATIONSHIPS CAN BE DEVELOPED 11-13
  14. 14. TRADE SHOW SELECTION QUESTIONS• 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.• 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 vs. Vertical Shows 11-14
  15. 15. GETTING THE MOST FROM A TRADE SHOW• SELECT BEST TYPE OF SHOW TO FIT YOUR BUDGET AND OBJECTIVES• DEVELOP A PRESHOW PROMOTION CAMPAIGN— Direct mail, advertising, special invitations• PLAN FOR SHOW MANAGEMENT—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 11-15
  16. 16. SHOW MARKETING-STRATEGY ACTIONS1. PRESHOW PROMOTION MUST BE DONE - direct mail, advertising, salespeople mentions, telemarketing, e-mail2. THE SHOW EXPERIENCE MUST BE MEMORABLE – The attention getter gets people into your space, have a productive message, ask for action3. POSTSHOW FOLLOW-UP – necessary for success and where actual sales may take place 11-16
  17. 17. BUSINESS TO BUSINESSADVERTISING PROMOTION ACTIVITIES• OFFER TRADE ALLOWANCES• PRODUCE COOPERATIVE ADVERTISING WITH PARTNERS• DEVELOP TRADE CONTESTS• PROVIDE INCENTIVES/BONUSES• PROVIDE POINT OF PURCHASE DISPLAYS• PROVIDE TRAINING 11-17

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