Industrial Advertising.pptx

Quite well researched and based on my experience over a visit to some manufacturing industry. As it says about what industry requires and how they obtain it. Spent hours at works

1. Advertisement and its importance in Industrial Market Industrial Advertising

2. Team Members Core D Parth Sonawane BBA019276 Isha Walia BBA019303 Anmol Ratan Singh BBA019262 Mitesh Singh Suryavanshi BBA019283 Yashraj Srivastav BBA019280

3. Introduction, Process Industrial Advertising 3 Isha Walia BBA019303

4. Introduction of Industrial Advertising The most popular terminology used for industrial advertising is Business to Business advertising. This type of advertising generally includes a company advertising its products or services for the companies which actually uses same or similar products or services or we can say that the advertising company should produce the products which the other company needs for its productions or functions. For e.g., some mineral water companies which work on a smaller scale outsource the packaging bottles, the caps for bottles, the cover with name printed on it, etc. so for this, the advertisements of the manufacturers of bottles, caps and outer packaging paper can work.  4 Isha Walia BBA019303

5. Process of Industrial Advertising   The strategies used in industrial advertising differ from company to company, as different companies have different products to be advertised. So, a single rule cannot work for all the companies’ advertisements. But the basic process which can lead to a successful advertisement is: knowing the objective for advertising - identifying the target companies - researching about the market conditions and the competitors - creating the ad to be delivered - selecting media to be used - what should be the budget allotted - execution of the advertisement - getting the feedbacks from the customers.  Isha Walia BBA019303

6. Role And Objectives Of Industrial Advertising Anmol Ratan Singh BBA019262

7. Role of Industrial Advertising Before understanding  the role of advertising in industrial marketing , we must be  aware that there are certain forces that shape and influence organizational  buying decisions. Industrial purchasing decisions are typically joint decisions that insist an industrial marketer to focus on all the individuals involved for a particular purchase. Studies have also shown that an industrial salesperson does not reach even six to seven out of ten purchase decision influencers. In such cases, advertisement that becomes the only means of communicating fills the gap by reaching important buying influencers who are sometimes inaccessible to the industrial sales force. It facilitates the company by enhancing its brand image, increase the salesperson’s opportunity to create a sale.  Anmol Ratan Singh BBA019262

8. It minimizes the hunt for buyers.  It helps in increasing sales of the company.  It helps in making more and more distribution channels.  It makes company work more efficiently to produce the desired product or service.  It creates awareness among the customers or other companies about the products and services.  Anmol Ratan Singh BBA019262

9. Objective of Industrial Advertising Create awareness:  The industrial advertising creates awareness about a supplier or his products to the potential industrial buyers who are unaware about the availability of their products in the industrial markets.  Reaching inaccessible places:  There are places that are not reachable by the company sales force and there are important decision makers for purchase of industrial products who cannot be met by the sales force. These places could be reached easily through advertising. Thus, advertising in trade journals, business magazines that are read by R&D Managers, engineers help the companies to reach their target audience.  Improve sales:  Advertising helps salespersons to improve their sales by increasing their sales efficiency and effectiveness as people are already aware of their company, products, etc.  Reduce cost:  A single advertising reaches a vast number of people that comes out cheaper than a single salesperson meeting so many people personally and explaining them in details about the company’s products. Thus, advertising not only reduces cost but also saves time of the company.  Anmol Ratan Singh BBA019262

10. Uses Of Industrial Advertising Parth Sonawane BBA019276

11. Uses of Industrial Advertising Reaching Buying Influences:  Many a times the industrial market is not aware of the influencers in the customer’s firm. As it becomes necessary to reach them at the of decision-making advertisements can be a solution. The influencers after seeing the advertisement would contact the industrial firm for information, thus identifying themselves for later communication.      Creating Awareness:   Since customers go through a series of buying processes, they have many parameters to consider, advertising alone will not lead to a sale. But it can be used to create awareness among the customers so that at the time of considering alternative vendors, the consumers recall the advertisement. At the time of release of a new product into the market, an awareness of its existence can be communicated through advertising.  Parth Sonawane BBA019276

12. Enhancing the Sales Call:   Effectively planned advertising enhances the sales call by arousing interest in the supplier’s offering and by helping to create supplier preference. When buyers are aware of a company, its reputation, its products, and its record in the industry, sales people are more effective.   Increasing Overall Sales Efficiency:   For some industrial producers, particularly producers of industrial supplies, advertising maybe the only way of efficiency reaching broad groups of buyers. Additionally, because little or no product differentiation exists between many industrial supplies, marketers of such products frequently need to remind users and potential users of their firms’ unique capabilities or make them aware of new products and services.   Supporting Channel Members:   Manufacturers who use middlemen must support those intermediaries’ efforts by ensuring that end markets are aware of their products. While middlemen are interested in the producer’s support activities, resellers, because they are positioned so closely to ultimate consumers, are even more concerned with consumer acceptance.   Parth Sonawane BBA019276

13. Limitations And Types of Industrial Advertising Yashraj Srivastava BBA019280

14. Limitations of Industrial Advertising Industrial advertising cannot substitute personal selling but it can definitely support, supplement and complement that effort.  Advertising can and should be used only for creating awareness and providing information. Its purpose would be lost and the cost increases if it tries to give all the details. Providing exhaustive information, objection handling, convincing and converting a prospect into a customer that consumes lot of time should be allowed to be handled by the direct sales force team.  Advertising cannot create any product preference as this requires live demonstration with explanation.  Advertising cannot achieve the task of creating conviction and purchase.  Such tasks are achieved by personal selling.  Yashraj Srivastava BBA019280

15. Media types in Industrial Advertising  The media generally used in the industrial advertising is print media and direct marketing.  Print Media  includes business magazines, trade publications, newspapers, technical journals, etc. To make print media work  Direct Marketing  includes:  Direct Mail -  here, the newsletters, data sheets, and the brochures of the company are directly mailed to the customers’ postal address.  Telephonic Advertising -  the advertising is done by calling up the customers on their telephones, giving messages on mobile phones, etc.  Online Advertising -  includes companies sending e-mails to the customers or other companies enclosing information about their products and services, putting online banners, providing e-shopping options, etc.  Yashraj Srivastava BBA019280

16. Promotion, And Example of Industrial Advertising Mitesh Singh Suryavanshi BBA019283

17. Promotion of Industrial Advertising MAGAZINES: - Delivers a perception of value and brand quality to a highly qualified audience. More permanent and accessible. Allowing brand messages to benefit from a longer lifecycle.  CORPORATE PROFILE/BROCHURE: - Product Portfolio, Company Corporate profile, It gives introduction of the company overview and product offering  EMAIL: - Email marketing is directly marketing a commercial message to a group of people using email. Involves using email to send ads, request business, or solicit sales Mitesh Singh Suryavanshi BBA019283

18. WEBCAST AND WEBINAR: Webcast is a media file distributed over the Internet using streaming media technology to distribute a single content source to many simultaneous listeners/viewers. Webinar is a neologism to describe a specific type of web conference. It is typically one-way, from the speaker to the audience with limited audience interaction Provide high brand visibility to a targeted audience. CORPORATE WEBSITE: The most effective websites capture lead information, provide feedback within 24 hours, and offer downloads of white papers, articles, event invitations, relevant links, etc.  ONLINE ADVERTISING: Facebook, LinkedIn, Career Sites, Specialty Sites, Behavioral Targeting, Blogs, Search Engine Marketing, Content Networks, Placement Networks Objective of B2B Marketing – Web Marketing Academy    Mitesh Singh Suryavanshi BBA019283

19. Example 19 Mitesh Singh Suryavanshi BBA019283

20. Thank You