Chapter 11 Advertising and Promotion. © 2011 Cengage Learning. All Rights Reserved. May not be...

Chapter 11

Advertising and Promotion

© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Learning Objectives

Name the four basic components of the retailer’s promotional mix and discuss their relationship with other decisions.

Describe the differences between a retailer’s long-term and short-term promotional objectives.


Learning Objectives

List the six steps involved in developing a retailer’s advertising campaign.

Explain how retailers manage their sales promotion and publicity.


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.

LO 1


Types of Promotion

Advertising Paid, nonpersonal communication through various media by business firms, nonprofit organizations, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience; includes communication of products, services, institutions, and ideas.

Sales promotion

Involves the use of media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability.

Publicity Non-paid-for communications of information about the company or product, generally in some media form.

Personal selling

Face-to-face interaction with the consumer with the goal of

selling the consumer merchandise or services.

LO 1


Types of Promotion

Promotion decisions relate to and must be integrated with management decisions such as:LocationMerchandiseCreditCash flowBuilding and fixturesPriceCustomer service

LO 1


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


Types of Promotion

Basic promotional guidelines:Try to utilize only promotions that are consistent with

and will enhance your store image.Review the success or failure of each promotion to

help in developing better future promotions.Wherever possible, test new promotions before

making a major investment by using them on a broader scale.

LO 1


Types of Promotion

Basic promotional guidelines:Use appeals that are of interest to your target market

and that are realistic to obtain. Make sure your objectives are measurable and

obtainable.Develop total promotional campaigns, not just ads.

LO 1


Types of Promotion

Basic promotional guidelines:The lower the rent, the higher the promotional

expenses generally needed.New stores need higher promotional budgets than

established stores.Stores in out-of-the-way locations require higher

promotional budgets than stores with heavy traffic.

LO 1


Promotion in the Supply Chain

Three major differences in the way retailers and manufacturers use promotion:Product image versus availabilitySpecific product benefits versus priceFocused image versus cluttered ads

LO 1


Promotional Objectives

Long-term objectivesInstitutional advertising - Retailer attempts to gain

long term benefits by promoting and selling the store itself rather than the merchandise in the store.

Short-term objectivesPromotional advertising - Retailer attempts to

increase short-term performance by using product availability or price as a selling point.

LO 2


Exhibit 11.1 - Possible PromotionObjectives in Retailing

LO 2


Steps in Planning a Retail Advertising Campaign

Selecting advertising objectivesBudgeting for the campaignDesigning the messageSelecting the media to useScheduling of adsEvaluating the results

LO 3


Selecting Advertising Objectives

Factors to be considered before choosing the objectives:Age of the storeIts locationMerchandise lines being soldIts competitionThe size of its trading areaWhat support is available from suppliers

LO 3



The specific objectives that advertising can accomplish are many and varied; some common objectives includeMake consumers in your trading area aware that you

offer the lowest prices.Make newcomers to your trading area aware of your

existence.Make customers aware of your large stock selection.Inform customers of your product offering.

LO 3



Increase store traffic at the beginning of an important holiday shopping season.

Increase traffic during slow sales periods.Move old merchandise at the end of a selling season.Strengthen your store’s image or reputation.Make consumers think of you first when a need for

your products occurs, especially if your products are not commonly purchased.

Retain your current customers.

LO 3


Budgeting for the Campaign

Retailer-only campaignsAffordable method - All the money a retailer can

afford to spend on advertising in a given time period becomes the advertising budget.Advertising does not stimulate sales or profits but

rather is supported by sales and profits.

LO 3



Retailer-only campaignsPercentage-of-sales method - The retailer targets

a specific percentage of forecasted sales as the advertising budget.The amount of sales becomes the factor that influences

the advertising outlay.It gives more money to departments that are already

successful and fails to give money to departments that could be successful with a little extra money.

LO 3



Retailer-only campaignsTask-and-objective method - The retailer establishes

its advertising objectives and then determines the advertising tasks that need to be performed to achieve those objectives.

LO 3



Co-op campaignsVertical cooperative advertising - The retailer and

other channel members share the advertising budget.Usually the manufacturer subsidizes some of the retailer’s

advertising that features the manufacturer’s brands.

Horizontal cooperative advertising - Two or more retailers band together to share the cost of advertising usually in the form of a joint promotion of an event or sale that would benefit both parties.

LO 3


Designing the Message

Retail ads must accomplish three goals:Attract attention and retain attention.Achieve the objective of the advertising strategy.Avoid errors, especially legal ones.

LO 3


Designing the Message

Common approaches that retailers use to gain repeated viewing use the following genres:LifestyleFantasyHumorousSlice of lifeMood or image

LO 3


Media Type Advantages Disadvantages

Newspaper Advertising

Most newspapers are local.Requires a low level of

technical skill.Short interval between the

time copy is written and when the ad appears.

Exposure to an issue of a newspaper does not mean the consumer read or even saw the retailer’s ad.

The life of any single issue of a newspaper is short.

Typical person spends relatively little time with each issue.

Poor reproduction quality.

Media Alternatives

LO 3



Local and Cable Television Advertising

Is a means of reaching the elusive fullprice shopper.

Is a great image builder.Can be a powerful tool for

generating higher sales.

Is expensive, and may use up the total ad budget of a local retailer.

Competition is high for the viewer’s attention.

Radio advertising

It can target messages to select groups.

Offers a lot of flexibility.

Radio commercials, especially the uncreative ones, are not saved or referred to again like print media ads.

Lack of innovation; is nonvisual.

Media Alternatives

LO 3



Magazine Advertising

Has a better reproduction quality and a longer life span per issue.

The long lead time required prevents advertising with price appeals or any urgency in its messages.

Direct Mail The retailer can precisely target its message to a particular group.

Can generally be easily measured, thus providing important feedback.

Is relatively expensive per contact or message delivered.

The ability to reach the target market depends totally on the quality of the mailing list.

High exposure to spam mails.

Media Alternatives

LO 3


Media Alternatives

InternetProvide information on demand to customers.Provides a platform for a retailer to employ a

relatively low-cost, integrated marketing-communications mix.

Miscellaneous mediaYellow pages, outdoor advertising, transit advertising,

electronic information terminals, and shopping guides.

LO 3


Media Selection

Coverage The theoretical maximum number of consumers in the retailer’s target market that can be reached by a medium and not the number actually reached.

Reach Actual total number of target customers who come into contact with an advertising message.

Cumulative reach

Reach that is achieved over a period of time.

Frequency The average number of times each person who is reached is exposed to an advertisement during a given time period.

Cost per thousand method (CPM)

A technique used to evaluate advertisements in different media based on cost. The cost per thousand is the cost of the advertisement divided by the number of people viewing it, which is then multiplied by 1,000.

LO 3


Media Selection

Cost per thousand—

target market (CPM-TM)

Technique used to evaluate advertisements in different media based on cost. The cost per thousand per target market is the cost of the advertisement divided by the number of people in the target market viewing it, which is then multiplied by 1,000.

Impact How strong an impression an advertisement makes and how well it ultimately leads to a purchase.

LO 3


Scheduling of Advertising

Ads should appear on or right before the days when customers are most likely to purchase.

Advertising should be concentrated around the times when people receive their payroll checks.

If the retailer has limited advertising funds, then it should concentrate its advertising during periods of highest demand.

LO 3


Scheduling of Advertising

The retailer should time its ads to appear during the time of day or day of week when the best CPM-TM will be obtained.

The higher the degree of habitual purchasing of a product class, the more the advertising should precede the purchase time.

LO 3


Evaluating the Results

Advertising effectiveness - Extent to which the advertising has produced the result desired.

Advertising efficiency - Whether the advertising result was achieved with the minimum financial expenditure.

The effectiveness or efficiency of advertising can be assessed on a subjective basis.

LO 3


Evaluating the Results

Most ineffective advertising is due to:Messages or sales getting discounted.Advertising not appealing, not giving customers all

the information they need, or not directed at the proper target market.

Advertising dollars spread too thinly.Poor internal communications.Retailer not considering all media options.Too many last-minute changes in the advertising copy.

LO 3


Management of Sales Promotions and Publicity

Role of sales promotionType of sales promotionEvaluating sales promotionsPublicity management

LO 4


Exhibit 11.5 - Types of Sales Promotion

LO 4


Types of Sales Promotion

Premiums Extra items offered to the customer when purchasing promoted products.

Contests and sweepstakes

Customers have a chance of winning a special prize based on entering a contest in which the entrant competes with others, or a sweepstakes in which all entrants have an equal chance of winning a prize.

Loyalty programs Form of sales promotion program in which buyers are rewarded with special rewards, which other shoppers are not offered, for purchasing often from the retailer.

Coupons Sales promotion tool in which the shopper is offered a price discount on a specific item if the retailer is presented with the appropriate coupon at time of purchase.

LO 4


Types of Sales Promotion

In-store displays Promotional fixtures of displays that seek to generate traffic, highlight individual items, and encourage impulse buying.

Register racks Racks placed near the checkout to encourage impluse buying.

Endcaps Display of products placed at the end of an aisle in a store.

Demonstrations and sampling

In-store presentations with the intent of reducing the consumer’s perceived risk of purchasing a product.

LO 4


Exhibit 11.6 - What Sales PromotionCan and Cannot Achieve

LO 4


Publicity Management

When publicity is formally managed, it should be integrated with other elements of the promotion mix.

The major advantage of publicity is that it is objective and credible and appeals to a mass audience.

LO 4

Chapter 11 Advertising and Promotion. © 2011 Cengage Learning. All Rights Reserved. May not be...

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