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Advertising: Retail & B2B

by: Leticia Notetaker

Advertising: Retail & B2B ADV 3008

Marketplace > Florida State University > Advertising > ADV 3008 > Advertising Retail B2B
Leticia Notetaker

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About this Document

This week's notes cover both retail and business to business advertising.
Principles of Advertising
Barry Solomon
Class Notes
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This 4 page Class Notes was uploaded by Leticia Notetaker on Sunday April 10, 2016. The Class Notes belongs to ADV 3008 at Florida State University taught by Barry Solomon in Summer 2015. Since its upload, it has received 31 views. For similar materials see Principles of Advertising in Advertising at Florida State University.


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Date Created: 04/10/16
4/10/2016 OneNote Online Retail Adversing  Tuesday, April 5, 2016  12:29 PM  Retailing ‐ the ac￿vi￿es involved in selling goods or services directly to final consumers for their personal use  Largest retailer in country; Amazon  Retail Adver￿sing Tasks  Reduce excess inventory, create awareness & a unique posi￿on  Differences between Retail & Product Adver￿sing  Immediacy  Generate sales to reduce inventory  Product vs. Loca￿on  Retail adver￿sing stresses loca￿on  Adver￿se products, but don't always specify where to buy it from  Breadth (width) of Product Line   Retail reach has to be wide  Balance adver￿sing across thousands of products  Only constant in the store  Geographic Coverage  O￿￿en focuses on a specific geographic area  This is not the case with online shopping  Different regions have different customers & that is reflected on the products sold   Less wool coats sold in Florida than in New Jersey  Match the product with the region  Types of Retail Adver￿sing  Regular price line adver￿sing  Focuses on the product line & regular prices  No sale or price men￿oned  Posi￿oning adver￿sing; design brand iden￿ty,   Image oriented  Long term; does not move product quickly  Sale adver￿sing (most common)  Reduce prices for a limited ￿me  Short term response  Creates a sense of urgency  Not as image oriented as price line  Clearance adver￿sing  Very immediate  Extreme sale adver￿sing  Least image oriented  Retail Media Selec￿on  Media selec￿on issues  Local media & short term results  Print media  Newspaper; short term results  More money is spend on newspaper ads by retailers than any other media  Magazines  Broadcast  Television  Effec￿ve for both sale & regular price line  Short term results bc you can run a lot of ads in a short amount of ￿me  Radio  Effec￿ve with narrow target markets  Reduce wasted coverage  Direct mail  Digital or physical mail  Easiest to reach exis￿ng customers ; know buying pa岦ꆨern, individual messages  Geographic trading area ‐ can target customers based on loca￿on  Out of Home!2522&cid=4d2ab04fa3dd8f1b&app=OneNote 1/2 4/10/2016 OneNote Online Limited use; long term messages, less effec￿ve for retailers  New electronic billboards can adver￿se for mul￿ple retailers  Regular price line  Geographic segmenta￿on; adver￿se where ppl are likely to be  Internet  Rapidly growing  Social media, s￿mulate interest  Loca￿on based adver￿sing  Coopera￿ve Adver￿sing   Co‐op adver￿sing ‐ manufacturer pays for all or part of the retailer's adver￿sing of that product  (ex. Nau￿ca & Macy's)  strengths  Stretches the budget (new money)  Leverage with media; can purchase more per dollar  Tie in to na￿onal quality products; enhance iden￿ty of retailers  Adver￿sements are supplied  Weaknesses  Contras￿ng goals  Message & media restric￿ons  Message Strategy  Informa￿on vs. Image  High involvement‐focus on info  Low involvement‐focus on image  Rela￿onship to na￿onal; adver￿sers'; closer the ￿e, less focus on image on info  Strong ￿e‐in  Let na￿onal company create image  Focus retail ad on info  Crea￿vity on a Limited Budget  Create consistent messages; easily iden￿fiable  Avoid ads that don't stand out  Focus on short & long term goals  Relevant issues  Short life so rapid impact is needed  Grab the reader/viewer/listener… NOW  Sales promo￿on  Significant component of retailing  Both focus on short‐term behavior  Budget considera￿ons  Percent of sales is the most common  Co‐op adver￿sing increases the budget & extends the messaging (strengthens the budget)  Image vs. sales; combina￿on of both is needed depending on company needs  Charity vs. adver￿sing  Charity is not adver￿sing  Set up on a separate budget; don't have to pick between charity or other work  Long term charity money is good for the company's short term image  Larger Budget Needed  Less favorable loca￿on; if far away ppl have to spend money to get to you  New or expanding loca￿ons  Changing posi￿oning strategy  Strong compe￿￿on  Price strategy; risky bc compe￿tors can match the price!2522&cid=4d2ab04fa3dd8f1b&app=OneNote 2/2 4/10/2016 OneNote Online Business to Business Adver䮿sing  Thursday, April 7, 2016  12:31 PM  Business to Business    Business Market Diversity  Industrial; manufacturing & technology  Government; local, state, & federal  Not a consumer market  Purchase billions of $ worth of products per year  Professional; financial, legal, & health care  Financial industry  B2B ‐ used in producing consumer goods, other business or industrial goods & services, &/or facilitaĕng the operaĕon of an enterprise  Differences between Business & Consumer Markets  Final users include middleman & industry  Dasani buys the labeled water boĥles & then sells them to us (the consumer)  Complex buying situaĕons  Company buying customized electronics for sales employees  Key decision makers may be outside the company  Companies will bring in consultants to help decide on which agency would work best for them   Sales reps o├en needed  Go to the store to buy a product & a rep is needed to assist you  Goals of B2B Adverĕsing  Increase awareness & knowledge of product, company, & capabiliĕes  Lower the cost of selling  Market Issues  Markets are small & concentrated  Each customer is large   Consumer demand o├en drives market  Minimal secondary data compared to consumer market  Segmentaĕon  Geography & size of company  Product Issues  Technical & complex  can be useful for a variety of business types & so the adverĕsing is very general to reach to a wider market  Built to specificaĕons; selling products to specific companies  Buying Issues  Professional buyers  More straight forward; not likely to be swayed by ads, celebriĕes, or humor  Pricing & Distribuĕon Issues  Negoĕaĕon or bid; short, o├en direct business channels  Different business are using the products differently, there is not always a set price  Media selecĕon  Trade publicaĕons; dominant buyers  Digital or hard copy; limited wasted coverage  Direct mail  Small targets, minimal wasted coverage, & detailed presentaĕon  Internet  Home pages, search engine opĕmizaĕon, & banner ads  Consumer Media  Used with broad target markets  Magazines, network tv  Message Strategy  What to ay!2522&cid=4d2ab04fa3dd8f1b&app=OneNote 1/2 4/10/2016 OneNote Online Product & company aĥributes  Price is o├en not menĕoned  Prioriĕes differ in different departments of the company  Raĕonal vs. emoĕonal messages  More raĕonal than consumer adverĕsing, but emoĕonal is sĕll important  How to say it  Tesĕmonial; experts & peers, rarely celebriĕes  Experts are credible & knowledgeable  Case history; 3rd person version of a tesĕmonial  Demonstraĕon; show what the product does  News; new product info  Generic; posiĕons the company as expert in the field  Sales Promoĕon  Trade shows ‐ companies in a specific industry showcase & demonstrate their new products; generally not open to public  Specialty items; keeps the company name in front of the customer (logo)  Samples; short purchase cycle, lower priced items    !2522&cid=4d2ab04fa3dd8f1b&app=OneNote 2/2


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