Chapter 19
Chapter 19
Objectives To Explore Scope of Retail Promotion To Study Elements of Retail Promotion To Discuss Strategic Aspects of Retail Promotion
• To Explore Scope of Retail Promotion • To Study Elements of Retail Promotion • To Discuss Strategic Aspects of Retail Promotion
Advertising Retail Promotional MiX
Retail Promotional Mix Advertising
Key Elements of Advertising Paid form Nonpersonal Presentation Out-of-store Mass media Identified Sponsor
• Paid Form • Nonpersonal Presentation • Out-of-store Mass Media • Identified Sponsor
Retail Advertising Geographically Concentrated Target Markets Stress Immediacy Stress Pricing Lower rates Cooperative Advertising
• Geographically Concentrated Target Markets • Stress Immediacy • Stress Pricing • Lower Rates – Cooperative Advertising
Retail Advertising Objectives Media Print Broadcast Out-of-home
• Objectives • Media – Print – Broadcast – Out-of-home
Types of Advertising Pioneer Message Competitive Message Advertising Content Reminder Message I Institutional Message Final Payment by Retailer I Manner of Payment F Vertical Cooperative Advertising Horizontal
Advertising Content Manner of Payment Pioneer Message Competitive Message Reminder Message Institutional Message Final Payment by Retailer Cooperative Advertising Vertical Horizontal
Advertising Public Relations Retail Promotional MiX
Retail Promotional Mix Advertising Public Relations
Public Relations Types Planned Unexpected Image Enhancing ° Image Detracting
• Planned • Unexpected • Image Enhancing • Image Detracting
Advertising Public Relations Retail Promotional MiX Personal Selling
Retail Promotional Mix Advertising Personal Selling Public Relations
