tailieunhanh - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 11 - Dwyer, Tanner

Chapter 11 - Communicating via advertising, trade shows, and PR. After reading this chapter, you should be able to: Set goals for advertising, develop advertising strategies to achieve those goals, compare and contrast the types of advertising commonly used, illustrate how subscription to a particular buying theory influences advertising strategy,. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Communicating Via Advertising, Trade Shows, and PR 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- THE TWO MAJOR ELEMENTS OF ADVERTISING STRATEGY The Creative Plan The Media Plan The Content of the Message OR What We Want To Say The Channel of Communication OR How We Will Deliver What We Say 11- ADVERTISING STRATEGY DEVELOPMENT DETERMINE ADVERTISING OBJECTIVES DETERMINE THE CREATIVE PLAN SELECT MEDIA MEASURE ADVERTISING PERFORMANCE 11- THE FOUR KEY ADVERTISING OBJECTIVES Positioning Objective Action Objective Audience Objectives . | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 11 Communicating Via Advertising, Trade Shows, and PR 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- THE TWO MAJOR ELEMENTS OF ADVERTISING STRATEGY The Creative Plan The Media Plan The Content of the Message OR What We Want To Say The Channel of Communication OR How We Will Deliver What We Say 11- ADVERTISING STRATEGY DEVELOPMENT DETERMINE ADVERTISING OBJECTIVES DETERMINE THE CREATIVE PLAN SELECT MEDIA MEASURE ADVERTISING PERFORMANCE 11- THE FOUR KEY ADVERTISING OBJECTIVES Positioning Objective Action Objective Audience Objectives Performance Objectives 11- 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 Project financially healthy image Support distributors or other sellers Create favorable image among difficult-to-match influencers. Exhibit 11-1 11- 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- MEASURING ADVERTISING PERFORMANCE THE MEASURE: DETERMINED BY: RECALL SURVEYS/FOCUS GROUPS INQUIRES CARD/COUPON RESPONSE, 800-NUMBER RESPONSE POSITION PRE-AND POST-ADVERTISING ATTITUDE SURVEYS REACH ESTIMATE YOUR READERS BASED ON TOTAL CIRCULATION/ READERSHIP AUDITS CPM (cost per 1000) DIVIDE COST OF AD BY READERSHIP EXPRESSED