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Wells18_Basic - Special Advertising Situations Part 5...

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Special Advertising Situations Part 5: Integration and Evaluation Chapter 18
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18 - 2 Chapter Outline I. Chapter Key Points II. Retail Advertising III. Business-to-Business Advertising IV. Nonprofit or Social Marketing V. International Advertising and Marketing Communication
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18 - 3 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
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18 - 4 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
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18 - 5 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
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18 - 6 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
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