retail promotion.ppt

retail promotion.ppt - Promotional Strategy Elements of the...

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Promotional Strategy
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19-2 Elements of the Promotional Mix Advertising Public Relations Personal Selling Sales Promotion
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19-3 Figure 19-1: Communicating Through the Retail Promotion Mix
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19-4 Advertising Paid, nonpersonal communication transmitted through out-of-store mass media by an identified sponsor Key aspects * Paid form * Nonpersonal presentation * Out-of-store mass media * Identified sponsor
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19-5 Advertising Objectives for Retailers Lifting short-term sales Increasing customer traffic Developing and/or reinforcing a retail image Informing customers about goods and services and/or company attributes Easing the job for sales personnel Developing demand for private brands
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19-6 Advertising Characteristics Advantages Advantages Attracts a large audience Gains pass along readership (for print) Low cost per contact Many alternatives available Control over message content; message can be standardized Message study possible Editorial content surrounds ad Self-service operations possible Disadvantages Disadvantages Standardized messages lack flexibility Some media require large investments Geographic flexibility limited Some media require long lead time Some media have high throwaway rate Some media limit the ability to provide detailed information
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19-7 Figure 19-4: Types of Advertising
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19-8
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