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