Chapter Eleven
Communicating via
Advertising, Public Relations,
and Trade Shows
Learning Objectives
Advertising
• Set goals for advertising
• Develop advertising strategies to achieve those goals
• Measuring advertising performance
Public Relations
• Describe two forms of public relations
Trade Shows
• Show selection
• How to get most from a trade show
11-2
Overview of Advertising
•
•
•
The biggest part of the marketing communication budget is
devoted to advertising
The primary objective of business advertising is to talk to large
groups (potential investors in the company, influencers of government
regulation, and even buyers)
Advertising influences action by:
1.
2.
Creating awareness of the company’s products, services and brands
Strengthening attitudes – its power varies by the individual, by attitude
strength, and by environmental factors; Individuals that have not yet formed an
attitude, or whose attitudes are weakly held, are likely to be more easily
influenced – those having strong, long-held attitudes, much less so.
3.
Leading directly to action
11-3
The Four Key Advertising Objectives
Positioning
Objective
Action Objective
Performance
Objectives
Audience
Objectives
11-4
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.
11-5
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
11-6
Advertising Strategy
The Creative Plan
The Media Plan
The Content of the
Message
The Channel of
Communication
OR
OR
What We Want
To Say
How We Will
Deliver What We Say
11-7
Advertising Strategy
Both plans should result from objectives set for the advertising
communication
•
Creative plan – advertising appeal (the underlying motivation or reasons
for the audience to pay attention to the advertising message)
1.
2.
3.
•
Rational appeal – the use of good logic and sound reasoning (price,
quality and durability)
Emotional appeal – the use of various states of emotion (happiness,
joy, sadness or fear) to attract the audience’s attention
Social appeal – the use of socially desirable messages (minimizing
damage to the environment)
Media plan – a function of cost and access. Each medium has its
communication advantages and disadvantages ( television, radio,
outdoor advertising, magazines and Internet)
11-8
Measuring Advertising Performance
Any attempt to evaluate advertising effectiveness must compare results to
objectives
Recall – Measure attention and memory impact: did the ad attract attention? Was it
remembered?
Inquiries – An action measure: did the ad cause readers to take actions?
Position – Measure attitude change: did the ad change the market’s attitudes
toward our product?
Reach – Readership audit (reach is the total number of buyers that see an ad): does
this magazine reach our desired audience?
CPM (cost per thousand) – Use CPM to guide media selection (divide cost by
readership, expressed in thousands): how does the reach of this magazine
compare to the reach of a similar magazine, relative to how much each
charges?
11-9
Measuring Advertising Performance
THE MEASURE:
DETERMINED BY:
RECALL
Surveys/Focus groups
INQUIRES
Card/Coupon Response, 800Number Response
POSITION
Pre- & 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 in 1000s
11-10
Public Relations
Public relations – building and maintaining a positive image / reputation
for the firm
A good image is always desirable.
In good times, a favorable reputation aids all of the firm’s efforts – from
recruiting the best employees to marketing its products
In crisis, a long-standing positive reputation helps to blunt criticism and aid
the firm in dealing with the problem
Two forms of PR
Publicity: the generation of news about a person, product, or organization
that appears in broadcast or electronic media; there is no charge for publicity
by the media, but no obligation to use it. Nor can the marketer control how
much information is used.
Public affairs: part of PR that deals with community groups
11-11
Writing News Release: a checklist
A news release (press release) is a brief memo or report containing news information,
such as the announcement of a new product, award, or change in management.
•
Identify yourself and provide contact information
•
Provide a release date for a newspiece
•
Use a wide margins and spaces
•
Keep it short, one page is preferred
•
Proof the copy, avoid any typos and mistakes
•
Don’t follow up about receiving the release – editors don’t like to be pressured
•
Don’t ask for tear sheets – don’t expect the editor to send you a copy
•
Don’t promise advertising for a free editorial
•
Send thank you for running the article
11-12
Tips for delivering a winning news release
1.
Make sure your subject is newsworthy
2.
Include samples when/where /if possible
3.
Produce 3-minute demo DVD to accompany release
http://hk.youtube.com/watch?v=vXhlVmbJYFc
11-13
Trade Shows
A trade show – a formal exhibition for companies to introduce and
demonstrate their products to potential customers, and may
ultimately lead to sales
Why trade show?
1.
2.
3.
Some visitors to trade shows may not purchase the products on the day of
the visit, but they can be excellent leads for future business
An opportunity to recruit distributors for the company’s products
Enables participants to monitor the competition since competitors’
products will also be on display there
Resemble and differ from Ad
-
Planned in the same way with the same types of concerns and audience
focus as ad
A pleasant diversion with a strong social component, combines
demonstrations with in-person/hands-on experience, and benefits from
the ability to provide tailored presentations
11-14
What trade shows mean to B2B?
1.
Buyers depend on trade shows for information and
demonstration
2.
Trade shows provide opportunities for dialogue
3.
Trade shows reach new prospects
4.
Trade shows strengthen customer relationships
5.
Trade press relationships can be developed
Trade shows provide an effective way to visit with current
customers, create new customers and strengthen
relationships with the press.
11-15
Trade shows selection questions
• Will the quality of the show audience be significant?
• Net Buying Influence is percentage of show audience that influences
buying decisions
• Total Buying Plans is percentage of show audience planning purchases
within next twelve months
• Will 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 Conventions
• For-Profit Shows Produced by Exhibition Companies
• Regional vs. National vs. Global Shows
• Horizontal vs. Vertical Shows
11-16
Getting the most from a trade show
Pre show promotion –> show management –> post-show follow up
1.
SELECT BEST TYPE OF SHOW TO FIT YOUR BUDGET AND
OBJECTIVES
2.
DEVELOP A PRESHOW PROMOTION CAMPAIGN—Direct mail,
advertising, special invitations
3.
PLAN FOR SHOW MANAGEMENT—The attention getter, the
message, the close
4.
COMPLETE POSTSHOW FOLLOW-UP—Lead follow-up,
communication
5.
MEASURE EXHIBIT PERFORMANCE—Compare objectives to
results, visitors and sales
11-17