Bài giảng Business Marketing - Chapter 11: Communicating Via Advertising, Trade Shows, and PR

McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.Chapter 11CommunicatingVia Advertising, Trade Shows, and PRREASONS TO ADVERTISEADVERTISING CREATES AWARENESS - Communicates to any group, including customersADVERTISING STRENGTHENS ATTITUDES - With customers, in financial markets, with potential suppliers, with government officialsADVERTISING LEADS TO ACTION – Leads prospects through decision processADVERTISING INFLUENCES FINANCIAL PERFORMANCE – Has a positive effect on business performance11-*THE TWO MAJOR ELEMENTSOF ADVERTISING STRATEGYThe Creative PlanThe Media PlanThe Content of theMessage ORWhat We WantTo SayThe Channel ofCommunicationORHow We WillDeliver What We Say11-*ADVERTISING STRATEGY DEVELOPMENTDETERMINE ADVERTISING OBJECTIVESDETERMINE THE CREATIVE PLANSELECT MEDIAMEASURE ADVERTISING PERFORMANCE11-*THE FOUR KEYADVERTISING OBJECTIVESPositioningObjectiveAction ObjectiveAudienceObjectivesPerformanceObjectives11-*DEVELOP POSITIONING OBJECTIVESFOR A WINNING CAMPAIGNPOSITIONING OBJECTIVESDevelop the brand personalityCreate climate for personal sales callsSupport other communication channelsStimulate derived demandProject financially healthy imageSupport distributors or other sellersCreate favorable image among difficult-to-match influencers.Exhibit 11-111-*DEVELOP ACTION OBJECTIVESFOR A WINNING CAMPAIGNACTION OBJECTIVESGenerate leads for field or telemarketing salespeopleIncrease attendance at a trade showIncrease distribution of catalogsSecure investment in company through sale of equitiesGenerate salesExhibit 11-111-*MEASURING ADVERTISING PERFORMANCETHE MEASURE:DETERMINED BY:RECALLSURVEYS/FOCUS GROUPSINQUIRESCARD/COUPON RESPONSE, 800-NUMBER RESPONSEPOSITIONPRE-AND POST-ADVERTISING ATTITUDE SURVEYSREACHESTIMATE YOUR READERS BASED ON TOTAL CIRCULATION/ READERSHIP AUDITSCPM (cost per 1000)DIVIDE COST OF AD BY READERSHIP EXPRESSED IN 1000sExhibit 11-411-*WRITING NEWS RELEASES: A CHECKLISTIDENTIFY YOURSELF AND PROVIDE CONTACT INFORMATIONPROVIDE A RELEASE DATE FOR THE NEWSPIECEUSE WIDE MARGINS AND SPACINGSKEEP IT SHORT, ONE PAGE IS PREFERREDPROOF THE COPYDON’T FOLLOW-UP ABOUT RECEIVING THE RELEASEDON’T ASK FOR TEARSHEETSDON’T PROMISE ADVERTISING FOR A FREE EDITORIALSEND THANK YOU FOR RUNNING THE ARTICLEExhibit 11-511-*TIPS FOR DELIVERINGA WINNING NEWS RELEASEMAKE SURE YOUR SUBJECT IS NEWSWORTHYINCLUDE SAMPLES WHEN / WHERE / IF POSSIBLEPRODUCE 3-MINUTE DEMO DVD TO ACCOMPANY RELEASE11-*GENERATING FAVORABLE PUBLICITYSTAGE AN EVENT TO DEMONSTRATE A NEW PRODUCTDEVELOP PRESS (OR MEDIA) KITS THAT CONTAIN INFORMATION TO SUPPORT YOUR EVENT OR INTRODUCE NEW INFORMATION. KIT CAN INCLUDE SAMPLES, BROCHURES, AND KEY INFORMATIONSPEAKER’S BUREAUS FOR COMPANY PERSONNEL TO SPEAK AT CIVIC AND INDUSTRY EVENTSUSE ARTICLE REPRINTS AS THIRD PARTY TESTIMONIALS11-*WHAT TRADE SHOWS MEAN TOBUSINESS TO BUSINESSBUYERS DEPEND ON TRADE SHOWS FOR INFORMATION AND DEMONSTRATIONTRADE SHOWS PROVIDE OPPORTUNITIES FOR DIALOGUETRADE SHOWS REACH NEW PROSPECTSTRADE SHOWS STRENGTHEN CUSTOMER RELATIONSHIPSTRADE PRESS RELATIONSHIPS CAN BE DEVELOPED11-*TRADE SHOW SELECTION QUESTIONSWill the quality of the show audience be significant?Net Buying Influence is percentage of show audience that influences buying decisionsTotal Buying Plans is percentage of show audience planning purchases within next twelve monthsWill 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 ConventionsFor-Profit Shows Produced by Exhibition CompaniesRegional vs. National vs. Global ShowsHorizontal vs. Vertical Shows11-*GETTING THE MOSTFROM A TRADE SHOWSELECT BEST TYPE OF SHOW TO FIT YOUR BUDGET AND OBJECTIVESDEVELOP A PRESHOW PROMOTION CAMPAIGN—Direct mail, advertising, special invitationsPLAN FOR SHOW MANAGEMENT—The attention getter, the message, the closeCOMPLETE POSTSHOW FOLLOW-UP—Lead follow-up, communicationMEASURE EXHIBIT PERFORMANCE—Compare objectives to results, visitors and sales11-*SHOW MARKETING-STRATEGY ACTIONSPRESHOW PROMOTION MUST BE DONE - direct mail, advertising, salespeople mentions, telemarketing, e-mailTHE SHOW EXPERIENCE MUST BE MEMORABLE – The attention getter gets people into your space, have a productive message, ask for actionPOSTSHOW FOLLOW-UP – necessary for success and where actual sales may take place11-*BUSINESS TO BUSINESSADVERTISING PROMOTION ACTIVITIESOFFER TRADE ALLOWANCESPRODUCE COOPERATIVE ADVERTISING WITH PARTNERSDEVELOP TRADE CONTESTSPROVIDE INCENTIVES/BONUSESPROVIDE POINT OF PURCHASE DISPLAYSPROVIDE TRAININGPROVIDE SPECIALTY ADVERTISING PRODUCTS11-*