Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

16. Advertising and Sales
    Promotion

Text © The McGraw−Hill

Companies, 2002

462 Chapter 16

Canadians. Others aim at specific target markets with rock, country, or classical

music. Religious programs and talk-radio cater to people with specific attitudes and

interests. Now that radio stations can get their programming to a larger number of

consumers over the Internet and via satellite broadcast systems, expect even more

targeting.

Many magazines serve only special-interest groups—such as fishermen, soap opera

fans, new parents, professional groups, and personal computer users. In fact, the most

profitable magazines seem to be the ones aimed at clearly defined markets. Many

specialty magazines also have international editions that help marketers reach con-

sumers with similar interests in different parts of the world. PC Magazine,for

example, offers European and Japanese editions.

There are trade magazines in many fields—such as chemical engineering, furni-

ture retailing, electrical wholesaling, farming, and the aerospace market. Standard

Rate and Dataprovides a guide to the thousands of magazines now available in the

United States. Similar guides exist in most other countries.

Many of the national print media offer specialized editions. Ti m emagazine, for

example, offers not only several regional and metropolitan editions but also special

editions for college students, educators, doctors, and business managers. Magazines

like Newsweek,France’s Paris Match International,and Germany’s Wirtschaftwoche

provide international editions.

The advertising media listed in Exhibit 16-4 are attracting the vast majority of

advertising media budgets. But advertising specialists always look for cost-effective

new media that will help advertisers reach their target markets. For example, one

company successfully sells space for signs on bike racks that it places in front of

7-Eleven stores. In Eastern Europe, where major media are still limited, companies

like Campbell’s pay to put ads on bus shelters. Hotels and auto rental companies

buy space on advertising boards placed in the restrooms on airplanes. A new gen-

eration of ATMs—including ones placed in stores and shopping centers—is capable

Hood

$4 million to $6 million

Usually part of primary sponsor

package, which includes rear-

quarter panel and sometimes

trunk

Front fender
$30,000 to $100,000
Nascar sponsors

Lower quarter panel

$25,000 to $100,000

C-post

$250,000 to $750,000

Rear quarter panels

$750,000

Usually an oil company

Behind rear wheels

$200,000 to $600,000

Trunk and back of trunk*

$500,000 to $1 million

*Known as the TV panel

because it can be seen

from other drivers’ in-

car cameras

B-post

$75,000 to $150,000

Roof and doors

Reserved for car’s number.

No ads allowed.

Advertising space on a race car reaches racing fans and often benefits from extended TV coverage. But the cost for primary sponsors

can be millions of dollars.

Specialized media are

small—but gaining