ch11_advert-promo_S2011_copy

ch11_advert-promo_S2011_copy - Chapter 11 Advertising and...

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Chapter 11 Advertising and Promotion
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The Retail Promotion Mix Promotion - A means that retailers use to bring traffic into their stores, and it includes advertising, sales promotion, publicity, and personal selling.
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Advertising Sales Promotions Publicity Personal Selling Types of Promotions
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Types of Promotion Promotion decisions relate to and must be integrated with management decisions such as: Location Merchandise Credit Cash flow Building and fixtures Price Customer service
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Types of Promotion Primary trading area - Geographic area where the retailer can serve customers in terms of convenience and accessibility better than the competition. Secondary trading area - Geographic area where the retailer can still be competitive despite a competitor having some locational advantage. LO 1
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Location Turns Credit Customers Cash Flow Facility Service Promotional Decisions
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Basic Promotional Guidelines Promotions should enhance store image. Review the effectiveness of promotions once completed. Test new promotions on small scale.
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Make them interesting or funny to your target market. Objectives should be measurable and obtainable. Develop total
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ch11_advert-promo_S2011_copy - Chapter 11 Advertising and...

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