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GOPAL .H.K. MLB2011
2nd AGMACO,UAS,GKVK,
BANGALORE -65
RETAIL MARKETING ADVERTISEMENT
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MAIN TOPICS
Discuss retail advertising fundamentals.Summarize the media options for retailers.Media alternatives.Retailing markets ads, e-shopping sites & worlds largest retailers .
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Retail Advertising
Retail Advertising Used by merchants
to sell products and service directly to consumers.
Accounts for nearly half of all the money spent on advertising.
Retailers sell through a physical facility.
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Sell a Variety of Products
Encourage Store Traffic
Deliver Sales Messages
Store Image
Establish a Brand
Local Retail AdvertisingRetail Advertising is Often Called Local Advertising Because the
Target Market Often is Local.Retail Advertising Should Perform
Several Functions:
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Retail Advertising is Usually Targeted at People LivingIn the Store’s Local Community.
Consumer Brand Advertising Supports Only the Sponsor’s Brands; Retail Advertising May Support Several Brands.
Retail Advertising Directed at the Local Community Has An Inherent Urgency.
Local Retail Advertising is Customized to Reflect the Local Store.
Differences Between Local Retailing & National Brand Advertising
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Differences Between Local Retailing & National Brand Advertising
To Build and Maintain Store Traffic, a Retailer Must Meet Four Objectives:
Build Store Awareness
Convince Consumers That the Store’s Items Satisfy Needs
Create Consumer Desire to Shop At This Store
Create Consumer Understanding
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Structure of Co-op Funds
CooperativeAdvertising
Manufacturer ReimbursesRetailer for Ad Expenses
Based on a % of SalesTo Retailer
SometimesCalled
AdAllowances
Suppliers of Co-op CanFund Activity in Two Ways
Varies FromMonth to
MonthAccrual Fund
Cooperative Advertising
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Nonstore Retailing Occurs When the Exchange Between the Manufacturer or Retailer and the Consumer Takes Place
Outside the Traditional Retail Store. Reasons For Growth:
Consumers Are No Longer Inclined to Spend Hours Shopping
Improvements in Quality and Selection
Improvements in Warranties
Nonstore Retailing
Improvements in Mailing ListsThat Target Consumers
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Rapidly GrowingIndustry
Purchase:Computer Products,
Travel, Entertainment,
Apparel, Gifts, etc.
E-Commerce is the Selling of Goods and Services (Commerce) Through the Internet.
Online Retailing and E-Commerce
MayUse Other Media to
Advertise Their Products or
Services.
Attractive to ThoseWho Value
Convenience and Don’t Have Much
Time.
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Institutional and Product Retail Advertising
Institutional Retail Sells the retail store
as an enjoyable place to shop.
Helps a store to establish its image.
Loyalty programs fall under this category.
Product Retail Presents specific
merchandise for sale and urges customers to come to the store immediately to buy.
Creates a store’s reputation through its merchandise.
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Trends Affecting Retail Advertising
ConsolidationIncreased Use of Free-Standing
Inserts
DemographicTime Stress, Aging Population,
Geomarketing, Market Fragmentation
Heightened CompetitionMarkets Will Continue to Decrease in Size as Competitors Segment Them.
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Image or Price
Price is a FactorIn Image.
Some Products Are Difficult to
Differentiate (gas).
Price Can HelpConsumers to
Comparison Shop.
Executing Retail Ads
Main Objective isTo Attract
Customers.
Mention Store Location & Phone.
May Save Money By Using Stock
Artwork.
Who Works onThe Creative?
In-house Staff
Media
Ad Agencies
Freelancers
Creating the Retail Ad
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Buying and Selling Local Media
Most rapidly changing area in retail advertising is the buying and selling of local media time and space. Media competition has increased significantly. Budgets are tighter. All large markets have at least one local magazine that
offers high-quality, four-color ads. New selling tactics are called for.
Local Retail Media Strategy Local retailers generally prefer reach over frequency. Successful retailers use media that minimize waste, such
as direct mail.
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MagazinesDirect Response
Online Media Shoppers &Preprints
Directories Broadcast Media
Specialty
Media Alternatives
Newspapers
Local Retailers Are Interested Only in Local Media and
Usually Select One of the Following:
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Purchasing Objectives
Price Service
Quality Assurance of Supply
Purchas ingO bjec tives
BRAND IN ADVERTISEMENT
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The kind of importance that brand names hold in terms of advertising and marketing is just about unparalleled. Brand names serve like a reference point, it is what defines a business and tells the world what it is all about. Now, there are certain significance's held by brand names in advertising and marketing that cannot be ignored
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Brand names are properly selected
A few of them are:
It is what defines the companyModern trend for amusing names
Short names are easier to remember and promoteName that have tricks or clever meanings are fairly popular
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Ads / promotion through CELEBRETIES
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TOP BRANDS IN INDIA
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THANK Uuu
THANK Uuu