1. McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved.

2. Chapter 11
Communicating
Via Advertising, Trade
Shows, and PR

3. 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
11-3

4. THE TWO MAJOR ELEMENTS
OF ADVERTISING STRATEGY
The Creative Plan The Media Plan
The Content of the The Channel of
Message Communication
OR OR
What We Want How We Will
To Say Deliver What We Say
11-4

5. ADVERTISING STRATEGY
DEVELOPMENT
• DETERMINE ADVERTISING OBJECTIVES
• DETERMINE THE CREATIVE PLAN
• SELECT MEDIA
• MEASURE ADVERTISING PERFORMANCE
11-5

6. THE FOUR KEY
ADVERTISING OBJECTIVES
Positioning
Action Objective
Objective
Performance Audience
Objectives Objectives
11-6

7. 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
• Exhibit 11-1
Project financially healthy image
11-7

8. 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
11-8

9. 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 IN
1000s
Exhibit 11-4
11-9

10. WRITING NEWS RELEASES: A CHECKLIST
• IDENTIFY YOURSELF AND PROVIDE CONTACT INFORMATION
• PROVIDE A RELEASE DATE FOR THE NEWSPIECE
• USE WIDE MARGINS AND SPACINGS
• KEEP IT SHORT, ONE PAGE IS PREFERRED
• PROOF THE COPY
• DON’T FOLLOW-UP ABOUT RECEIVING THE RELEASE
Exhibit 11-5
• DON’T ASK FOR TEARSHEETS 11-10

11. 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
11-11

12. GENERATING FAVORABLE PUBLICITY
1. STAGE AN EVENT TO DEMONSTRATE A NEW
PRODUCT
2. DEVELOP PRESS (OR MEDIA) KITS THAT
CONTAIN INFORMATION TO SUPPORT YOUR
EVENT OR INTRODUCE NEW INFORMATION.
KIT CAN INCLUDE SAMPLES, BROCHURES, AND
KEY INFORMATION
3. SPEAKER’S BUREAUS FOR COMPANY
PERSONNEL TO SPEAK AT CIVIC AND INDUSTRY
EVENTS
4. USE ARTICLE REPRINTS AS THIRD PARTY
TESTIMONIALS
11-12

13. WHAT TRADE SHOWS MEAN TO
BUSINESS TO BUSINESS
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
11-13

14. TRADE SHOW 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
11-14

15. GETTING THE MOST
FROM A TRADE SHOW
• SELECT BEST TYPE OF SHOW TO FIT YOUR
BUDGET AND OBJECTIVES
• DEVELOP A PRESHOW PROMOTION CAMPAIGN—
Direct mail, advertising, special invitations
• PLAN FOR SHOW MANAGEMENT—The attention
getter, the message, the close
• COMPLETE POSTSHOW FOLLOW-UP—Lead follow-
up, communication
• MEASURE EXHIBIT PERFORMANCE—Compare
objectives to results, visitors and sales
11-15

16. SHOW MARKETING-STRATEGY ACTIONS
1. PRESHOW PROMOTION MUST BE DONE -
direct mail, advertising, salespeople mentions,
telemarketing, e-mail
2. THE SHOW EXPERIENCE MUST BE
MEMORABLE – The attention getter gets
people into your space, have a productive
message, ask for action
3. POSTSHOW FOLLOW-UP – necessary for
success and where actual sales may take place
11-16

17. BUSINESS TO BUSINESS
ADVERTISING PROMOTION ACTIVITIES
• OFFER TRADE ALLOWANCES
• PRODUCE COOPERATIVE ADVERTISING WITH
PARTNERS
• DEVELOP TRADE CONTESTS
• PROVIDE INCENTIVES/BONUSES
• PROVIDE POINT OF PURCHASE DISPLAYS
• PROVIDE TRAINING 11-17