Local national and transnational advertisers have much in co

Local, national, and transnational advertisers have much in common, but they also differ in important ways. Use this exercise to demonstrate your understanding of these differences.

Advertisers are companies that use or plan to use advertising and other IMC tools to accomplish their marketing objectives. The geographic scope of an advertiser\'s business is often an important determinant in how they serve and understand their customers.

Roll over each item to read the hint and determine which question the item addresses. Place the item in either the local or national/transnational advertiser\'s approach. Plan strategically Adartment or Personal interactions Gross sales Plan tactically group Researching segments Building brands One person Market share Draw to a location Local advertiser\'s approach National or transnational advertiser\'s approach Advertising inputs and outcomes Who is responsible for advertising? How are customer needs understood? What is the focus of the advertising? What is the outcome that determines whether advertising is effective or not? How does the advertiser plan his/her IMC?

Solution

Advertising inputs and outcomes Local advertiser\'s approach National or transactional advertiser\'s approach Who is responsible for advertising? One person Reason - generally, one person is used as a resource on a local scale A department or group Reason - a team will be required to make this happen effectively How are the customer needs understood? Personal interaction Reason - the local advertisers have options to interact with customers on a day-to-day basis both formally and informally Researching segments Reason - the decision will depend on the segmentation strategy; the segment will not be a single customer rather a group of people having comparable needs What is the focus of the advertising? Draw to a location Reason - attracting the customer to the location of the store/ outlets will be important Building brands Reason - Establishing brand identity will be more important What is the outcome that determines whether advertising is effective or not? Gross sales Reason - gross sales is the local target as the local advertisers deal with many companies Market share Reason - In national scale, market share should be the long-term goal How does the advertiser plan his/ her IMC? Plan tactically Reason - Short-term planning Plan strategically Reason - Long-term planning