英文版《广告学：原理与实务》课件18.ppt

Chapter Outline Chapter Key Points Retail Advertising Business-to-Business Advertising Nonprofit or Social Marketing International Advertising and Marketing Communication 第一页 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 第二页 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 第三页 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 第四页 Retail vs. Brand Advertising Local Retail Advertising Targeted to people living in the store’s community Promotes several different or competing brands Has an inherent urgency Advertises a specific local store Brand Advertisers Typically deliver a more standardized message Supports only the advertiser’s brand More concerned with image 第五页 Retail Advertising Strategies Cooperative advertising Institutional and product retail advertising When the national brand reimburses the retailer for part or all of the advertising expenses Ad allowances 第六页 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 第七页 Creating the Retail Ad Why would you shop in your store? Personnel Location Pricing policy Products History Social responsibility issues Image 第八页 The Media of Retail Advertising Local retailers prefer reach over frequency Newspapers and direct mail largest local retail advertising media S