Wells18_Basic 广告文案写作 教学教案.ppt

Special Advertising Situations Part 5: Integration and Evaluation Chapter 18 Chapter Outline Chapter Key Points Retail Advertising Business-to-Business Advertising Nonprofit or Social Marketing International Advertising and Marketing Communication Key Points Discuss retail advertising and what makes it distinctive Explain the basics of B2B advertising Identify the basic goals and operations of nonprofit and social marketing Describe the strategic decisions behind international advertising and IMC Retail Advertising Retail marketing is about selling and shopping Occurs on local, national, and international levels Accounts for nearly half of all the money spent on advertising Retail Advertising Objectives Build store traffic Build store brand awareness Sell a variety of products and brands Deliver sales promotion messages Create and communicate store image Establish store brand that resonates with audience Create customer desire to shop Retail Advertising Strategies Cooperative advertising Institutional and product retail advertising Institutional retail advertising sells the retail store as a brand Product retail advertising presents specific merchandise for sale at a certain price Creating the Retail Ad Why would you shop in your store? Personnel Location Pricing policy Products History Social responsibility issues Image The Media of Retail Advertising Local retailers prefer reach over frequency Newspapers and direct mail largest local retail advertising media Shoppers Preprints Business-to-Business Advertising Industrial advertising Government advertising Trade/channel advertising Professional advertising Agricultural advertising Directed at original equipment manufacturers Business-to-Business Advertising Industrial advertising Government advertising Trade/channel advertising Professional advertising Agricultural advertising Largest purchaser of industrial goods Such goods may be advertised in government-targeted publications Business-to-Business Advertising Indus