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Industrial advertising: planning, creating, evaluating, and merchandising it more effectively

Author: Messner, Fredrick R. Series: McGraw-Hill series in marketing and advertising Publisher: McGraw-Hill, 1963.Language: EnglishDescription: 314 p. ; 22 cm.Type of document: BookNote: Includes bibliography
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Book Doriot Library
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Print HF5823 .M445
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000237390
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Includes bibliography

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C. A. Bryant vii Preface Introduction Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . Marion Harper, Jr. ix . . . . . . . . . . xi xv Part 1 PLANNING 1. Industrial Marketing-Where Advertising Fits Differences between industrial and consumer purchases. Industrial purchasers do not consume the products they buy. Industrial purchasers are trained and equipped to evaluate. Industrial. purchases . are made by a team. Kinds of decision: technical and administrative. Kinds of purchase: production and nonproduction. Categories of buying influence: those stating the need; investigating the need; technical personnel affected by use of the product; department head; administrative officers; purchasing agent. Five steps in "manufacturing" a sale. Additional factors in industrial marketing, and added tasks for advertising. Making prospects aware of needs and products that fill them; projecting "corporate image"; stimulating sale of basic materials by broadening consumer market for finished products; creating more favorable climate for salesmen to sell in; providing a merchandising vehicle. 2. Getting Adequate Information for Advertising Planning Where are your best prospects--and what kind of prospect cornpanies are they? Information sources: sales records; inquiries; programmed market research; research help from publications. Who within the company has buying influence? Business-paper buying influence studies. Your own sales force as a source. Customer surveys. 13 CONTENTS Why do they buy (or not buy) the product? More customer surveying. Polling salesmen. Company- or brand-recognition studies. What is competition doing? Business-paper checking services. Consumer media checking services. 3. Campaign Planning The marketing process. Fitting advertising into the marketing program. Location of the market: what business or industry; where geographically; what limits are important. Management's goals: market position; sales volume. Buying influence pattern. Important decisions buying influences must make. Key factors that enter into buying decisions. Marketing actions needed to generate a sale. "Specifications" for the campaign: subject; audience; channels; objectives. 4. Advertising and Your "Corporate Image" Your company is bound to have a "corporate image." What makes up the corporate image? How do people form their mental picture of your company? Who are the company's "publics"? What advantages are there to having a good corporate image? How a favorable corporate image is helpful with various publics. How do you find out what your corporate image is now? What to do after determining what your present image is. Making a periodic "image audit"-an analysis of the controllable communications elements and their functioning. Advertising and the corporate image. Product advertising affects corporate image. 5. How Much to Invest in Advertising Appropriation or budget? What belongs in the advertising budget? Where does advertising fit in the over-all marketing program? Methods used in determining the advertising investment. The "task" method and why it is best. Check list of factors for determining size of appropriation. Advertising's place in the "marketing mix." The "marketing communications budget." Selling management on the size of appropriation needed. Part 2 CREATING CAMPAIGNS AND SELECTING MEDIA 7 3 55 42 3 0 6. Copy - Philosophy Think in terms of the reader's interest. Don't feel you have to trick the prospect into reading your ad. Reward the reader for his time by: giving specifics; avoiding brag-and-boast; playing it straight; tailoring your ads to differing reader interests. Strive for a "breakthrough." CONTENTS 7. Copy-Getting Information for Individual Ads xix 81 Internal sources: the product itself; interviewing technical people; enlisting the aid of the sales department. Coordinating advertising and sales: establishing a favorable climate; setting up practices that promote coordination. External sources: calling on customers; getting to know editors. 8. The Copy Plan Put it in writing. Elements of the copy plan. Objective of the ad. Audience and media to be used in reaching them. When is the product bought? How? Why? Action desired. Features of the product and corresponding benefits to a user. Indication of which feature or features are most important and sequence in which they are to be presented. Choosing an effective campaign theme. The "difference that makes a difference." Where to look for the theme: in the product; package; distribution; other. Choosing the approach: straight exposition; case history; testimonial; audience participation; cartoons; story; newsletter. 9. C o p y H e a d l i n e s 107 Attracting attention. What a headline should not do. What a headline should do. Headline content-what you say. Attracting the right kind of readers. Encouraging text readership. Inspiring belief. Communicating an understandable message. Headline length. Avoiding brag-and-boast. Headline form-how you say it. Bridge. News announcement. 1-2-3 ways. How-what-why. Prophecy. Question. Command. Testimonial. Subject title. Story title. 10. Copy-Body Text Building on the interest already aroused. Arousing desire for the product. Inspiring conviction. What to do when there are no product differences. "Institutional" reasons for buying. Do's and don'ts for corporate advertising copy. Demonstrate the characteristic you are talking about in action; don't brag or make unbelievable claims; strive for impact; take advantage of timely situations; make the tone and format appropriate; use ingenuity to take the curse off talking about yourself. Bid for action. How long should copy be? Writing style. Visual presentation. 11. Illustrations Your illustration is important. Types of illustrative subject. Show the product in use. Demonstrate a product feature or benefit. Explain a product feature. Compare the product with a competitive one. Educate the prospect in the use of the product. Show how the product looks. Tell a story. Use "borrowed interest." Use humor 123 xx CONTENTS to attract attention. Appeal to curiosity. Features of good illustrations. "Visual magnetism." Photos versus art. Proximity. Vividness. Give your illustration "something extra." Anchor a new product or new idea in familiar experience. Illustration "don'ts." Symbols and analogies. 1 2 . F o r m a t "Classic format" and why it is often best. Make the illustration large. When to depart from the classic format. When not to depart. Handling of headlines, text and signatures. Why you should keep your layout simple and uncluttered-and how to do it. How to use second color effectively. Four-color can pay handsomely. Bleed versus nonbleed. Spreads, inserts, tip-ons, die-cuts, etc. Small-space ads. Typography. 13. Selection of Media for Space Advertising 196 176 Primary purpose: to reach the largest possible number of prospects at reasonable space cost. Secondary considerations: mechanical; services available. Information about the market. Starting with Standard Rate and Data Service. Evaluating circulation. What statements tell about quantity and quality of circulation. Reading ABC statements. Reading BPA statements. "Franchise Circulation." Evaluating readership. Publication reader-preference studies. AIA "Media Data Form." Other factors in media selection. Advertising effectiveness. Concentrate or saturate? Special units. Weekly versus monthly. Consumer print media. Broadcast media. Part 3 COMMUNICATIONS DIRECT AND TO-AND FROM-CUSTOMERS 14. Industrial Direct Advertising PROSPECTS 2 1 9 Definition of direct advertising, classification by types. Direct mail advertising; mail order advertising; unmailed direct advertising. Objectives of industrial direct advertising. Selectivity of direct advertising. Flexibility of direct advertising. Considerations in turning out effective direct advertising. Planning. Mailing lists. Copy: copy plan; headline or lead-in; body copy; copy formulas; prodding the prospect into action. Format and factors influencing choice. Common forms of direct advertising and their functions. Printing processes. Postal regulations. Other direct channels of communicating. 1 5 . I n q u i r i e s Why seek inquiries? Getting inquiries: making an offer; making the offer obvious; making it easy to respond to the offer; stressing the 239 CONTENTS urgency of need for action. Handling and evaluating inquiries. Twelve basic requirements. Answer promptly. Send formal acknowledgment. Place competent personnel in charge. Set up simple, practical method of record-keeping. Make certain system is understood at all levels. Provide for careful screening. Ensure follow-up. Plainly label large, promising sales leads. Give salesmen their option of time and method of following up routine inquiries. Educate all personnel to cost, value and benefits of efficient inquiry handling. Credit salesmen for obtaining orders. Avoid dividing administrative control. xxi Part 4 EVALUATING EFFECTIVENESS AND MERCHANDISING YOUR ADVERTISING 251 16. Readership Studies and How to Interpret Them Major continuing readership studies. Starch studies. Readex. Mills Shepard. Fosdick. Ad-Gage. Reader Feedback. Reader Recall. How much do readership studies measure effectiveness of the ad itself and how much influence do other "outside" factors play? How does size of sample affect score? How much do position, season, repeating affect scores? How do you interpret scores? How much difference must there be in scores for significance? How do you identify factors of ad form and content that produce high readership in any given publication? Are scores the same for prospects and non-prospects? How not to use readership scores. IARI letter-grade scoring. Studies on consumer print media. 17. Demonstrating Advertising Effectiveness to Management 266 Measuring results. How did the customer of prospect react? Inquiries; sales; other. How did distributors react? Comment; demand for reprints and other sales promotion and merchandising aids. How did salesmen react? How did competitors react? Comment; changes in their ad strategy. How did others react? Business papers; advertising trade press and associations. Indirect evidence: experience of others. 18. Merchandising Your Advertising Calling attention of customers and prospects to your advertising and getting extra mileage from it. Carry over themes and styling. Mail preprints or reprints. Avail yourself of publications' merchandising services. Feature your advertising at trade shows. Merchandising your advertising to your own salesmen and others in the distribution channel. Start long before the ads are ever prepared. Present the program to the sales force. Keep the sales force informed throughout the campaign. Make full use of publications' merchandising 272 xxii CONTENTS services. Include some reminders on the fundamentals of how advertising works. Encourage the sales force to make active use of advertising in their own direct selling efforts. Part 5 FIFTY-TWO-WEEK YOUR PROGRAM TO IMPROVE INDUSTRIAL ADVERTISING 19. A 52-week Program to Improve Your Industrial Advertising Winter-Collect, analyze and interpret readership studies. Analyze headlines of your past ads. Analyze past copy for content and style. Analyze the illustrations in your past ads; the format. Spring-Increase your familiarity with the product itself. Find out where your best prospects are, and what management's marketing goals are for next year; who within prospect companies has buying influence; why prospects buy (or do not buy) the product. Recheck your "corporate image" and what you are doing about it. Find out what competition is doing. Determine important decisions buying influence must make before a sale results and key factors in these decisions. List the kinds of marketing actions that must he taken to generate a sale. Plan your campaigns. Examine what your copy philosophy is. Write a copy plan for a prototype ad for each of your campaigns. SUMMER -Decide on approach. Evaluate and select media. Review and improve on your use of direct advertising. FALL-Determine how much you should invest next year in advertising. Find better ways to demonstrate your advertising effectiveness to management. Work on coordinating more effectively with the sales department. Sharpen up your techniques for interviewing technical people. Call on some customers. Get to know key editors. Evaluate how well you are getting-and handling-inquiries. Upgrade the merchandising of your advertising. S u g g e s t e d Suggested Index R e a d i n g Association . L i s t Activities . 303 306 307 283

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