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Transcript
Advertising And Promotion Understand different methods of promotion & advertising used in retailing strategies. Understand the elements involved in promoting a business: sales promotion, visual merchandising, advertising, and publicity. Types of Promotion • Promotion - Any Form Of Communication Used To Inform Public About Store – Sales Promotion • Encourage Customers To Come Into Store – Publicity And Public Relations • Unpaid Mention Of The Business – Advertising • Paid Message – Personal Selling • Making Contact With Customer To Make Sale Types of Advertising • Product Advertising – Paid Advertisement Used To Promote Product That Company Sells • Institutional Advertising – Paid Message Used To Promote A Companies Image, Creates Goodwill For The Business • Retail Advertising – Used To Promote Stores And Products • Vendor Advertising – Used By Manufacturers And Suppliers • Cooperative Advertising – Vendors Name And Store Where The Product Is Sold Types Of Advertising Media • Print Media – Newspapers Magazines – Direct Mail – Billboards • Broadcast Media – Television – Radio • Online Media • Specialty Media – Small Giveaway Items With Company Name The Promotional Mix -ORPromotional Strategy Advertising Plan • -OR- The combination of differing promotional efforts for the business, company, product, line, or event – Typically themed – Usually consistent in messages – “uniform” – Periodically varied or altered for “updated” appeal • One promotion utilizing: …an example… – Internet -- Television -- Radio – Newspaper -- Magazine -- Retailer Contest – Sales Associate/Retailer Promotional Items -- In-Store Displays – Building & Vehicle Wraps – Transit Advertisements (Bus, Taxi, Subway) -- Wearable Advertisements (T-Shirts) -- Outdoor (Billboards) Identity - - awareness & development Typical… television Integration with a LifeStyle Custom Promotions …POP Culture Develop A Promotional Strategy • Determine Target Audience • Determine Promotional Objectives or Goals – Increase Sales -- Increase Awareness – Develop Image -- Build Customer Relationships – Reach Target Market -- Be More Competitive • Select Merchandise Or Service To Promote • Develop the Promotion Mix – The Way A Retailer Combines The Four Types Of Promotions • Budget Sales Promotions • Items included with purchase of a product/service • Method to increase the value or a purchase • Inexpensive way to get more traffic in a business – Give aways. . . BOGO… Gift with Purchase… – FREE Stuff Types of Sales Promotions • Contests • Sales Events • Premiums – Small Give Away Items With Company Logo • Free Samples • E-mail • Displays • Rebates Executing A Display • Select The Merchandise • Prepare Merchandise • Select Setting • Understand Elements Of Display Design • Evaluating The Display Publicity • Publicity – An Unpaid Mention Of A Business – Both Good And Bad • Special Events – Seminars – Charitable Activities – Personal Appearance • Celebrity Endorser – Fund Raiser – Private Sale – Demonstrations Public Relations • News-Type or style methods to inform customers about an activity or event • Usually Open Houses… Grand Opening… Community Service Projects…. News worthy items