Advertising And Advertising And PromotionPromotion

Advertising And Advertising And PromotionPromotion

Understand different methods of promotion & Understand different methods of promotion & advertising used in retailing strategies.advertising used in retailing strategies.

Understand the elements involved in Understand the elements involved in promoting a business: sales promotion, promoting a business: sales promotion, visual merchandising, advertising, and visual merchandising, advertising, and

publicity.publicity.

Types of Promotion

• Promotion - Any Form Of Communication Used To Promotion - Any Form Of Communication Used To Inform Public About StoreInform Public About Store

– Sales PromotionSales Promotion

• Encourage Customers To Come Into StoreEncourage Customers To Come Into Store

– Publicity And Public RelationsPublicity And Public Relations

• Unpaid Mention Of The BusinessUnpaid Mention Of The Business

– AdvertisingAdvertising

• Paid MessagePaid Message

– Personal SellingPersonal Selling

• Making Contact With Customer To Make SaleMaking Contact With Customer To Make Sale

Types of Advertising

• Product AdvertisingProduct Advertising

– Paid Advertisement Used To Promote Product That Paid Advertisement Used To Promote Product That Company SellsCompany Sells

• Institutional AdvertisingInstitutional Advertising

– Paid Message Used To Promote A Companies Image, Paid Message Used To Promote A Companies Image, Creates Goodwill For The BusinessCreates Goodwill For The Business

• Retail AdvertisingRetail Advertising

– Used To Promote Stores And ProductsUsed To Promote Stores And Products

• Vendor AdvertisingVendor Advertising

– Used By Manufacturers And SuppliersUsed By Manufacturers And Suppliers

• Cooperative AdvertisingCooperative Advertising

– Vendors Name And Store Where The Product Is SoldVendors Name And Store Where The Product Is Sold

Types Of Advertising Media

• Print MediaPrint Media

– Newspapers MagazinesNewspapers Magazines

– Direct MailDirect Mail

– BillboardsBillboards

• Broadcast MediaBroadcast Media

– TelevisionTelevision

– RadioRadio

• Online MediaOnline Media

• Specialty MediaSpecialty Media

– Small Giveaway Items With Company NameSmall Giveaway Items With Company Name

The Promotional Mix -OR-

Promotional Strategy -OR-

Advertising Plan• The combination of differing promotional efforts for the The combination of differing promotional efforts for the

business, company, product, line, or eventbusiness, company, product, line, or event

– Typically themedTypically themed

– Usually consistent in messages – “uniform”Usually consistent in messages – “uniform”

– Periodically varied or altered for “updated” appealPeriodically varied or altered for “updated” appeal

• One promotion utilizing: …an example…One promotion utilizing: …an example…

– InternetInternet ---- TelevisionTelevision---- RadioRadio

– NewspaperNewspaper ---- MagazineMagazine ---- Retailer ContestRetailer Contest

– Sales Associate/Retailer Promotional Items Sales Associate/Retailer Promotional Items -- In-Store -- In-Store DisplaysDisplays

– Building & Vehicle WrapsBuilding & Vehicle Wraps -- Wearable Advertisements -- Wearable Advertisements (T-Shirts)(T-Shirts)

– Transit Advertisements (Bus, Taxi, Subway)Transit Advertisements (Bus, Taxi, Subway) ---- Outdoor Outdoor (Billboards)(Billboards)

Identity - - awareness & development

Typical… television

Integration with a LifeStyle

Custom Promotions …POP Culture

Develop A Promotional Strategy

• Determine Target AudienceDetermine Target Audience

• Determine Promotional Objectives or GoalsDetermine Promotional Objectives or Goals

– Increase SalesIncrease Sales ---- Increase AwarenessIncrease Awareness

– Develop ImageDevelop Image ---- Build Customer Build Customer RelationshipsRelationships

– Reach Target MarketReach Target Market ---- Be More CompetitiveBe More Competitive

• Select Merchandise Or Service To PromoteSelect Merchandise Or Service To Promote

• Develop the Promotion MixDevelop the Promotion Mix

– The Way A Retailer Combines The Four Types Of The Way A Retailer Combines The Four Types Of PromotionsPromotions

• BudgetBudget

Sales Promotions

• Items included with purchase of a product/serviceItems included with purchase of a product/service

• Method to increase the value or a purchaseMethod to increase the value or a purchase

• Inexpensive way to get more traffic in a businessInexpensive way to get more traffic in a business

– Give aways. . . BOGO… Gift with Purchase…Give aways. . . BOGO… Gift with Purchase…

– FREE StuffFREE Stuff

Types of Sales Promotions

• ContestsContests

• Sales EventsSales Events

• PremiumsPremiums

– Small Give Away Items With Company LogoSmall Give Away Items With Company Logo

• Free SamplesFree Samples

• E-mailE-mail

• DisplaysDisplays

• RebatesRebates

Executing A Display

• Select The MerchandiseSelect The Merchandise

• Prepare MerchandisePrepare Merchandise

• Select SettingSelect Setting

• Understand Elements Of Display DesignUnderstand Elements Of Display Design

• Evaluating The DisplayEvaluating The Display

Publicity• PublicityPublicity

– An Unpaid Mention Of A BusinessAn Unpaid Mention Of A Business

– Both Good And BadBoth Good And Bad

• Special EventsSpecial Events

– SeminarsSeminars

– Charitable ActivitiesCharitable Activities

– Personal AppearancePersonal Appearance

• Celebrity EndorserCelebrity Endorser

– Fund RaiserFund Raiser

– Private SalePrivate Sale

– DemonstrationsDemonstrations

Public Relations

• News-Type or style methods to inform customers News-Type or style methods to inform customers about an activity or eventabout an activity or event

• Usually Open Houses… Grand Opening…Usually Open Houses… Grand Opening…Community Service Projects…. News worthy Community Service Projects…. News worthy itemsitems