Retail Marketing Advertising
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This document discusses retail advertising fundamentals and media options for retailers. It begins by defining retail advertising and its key purposes, such as encouraging store traffic and delivering sales messages. It then discusses local retail advertising and how it is often targeted towards people in the store's local community. Various media alternatives for local retailers are also summarized, including newspapers, magazines, direct response, online media, shoppers and preprints, directories, and broadcast media. Trends affecting retail advertising like consolidation and heightened competition are also briefly mentioned. The document provides an overview of retail advertising concepts.
Retail Marketing Advertising
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- 2. 2 GOPAL .H.K. MLB2011 2nd AGMACO, UAS,GKVK, BANGALORE -65 RETAIL MARKETING ADVERTISEMENT
- 3. 3 MAIN TOPICS Discuss retail advertising fundamentals. Summarize the media options for retailers. Media alternatives. Retailing markets ads, e-shopping sites & worlds largest retailers .
- 4. 4 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.
- 5. 5 Sell a Variety of ProductsSell a Variety of Products Encourage Store TrafficEncourage Store Traffic Deliver Sales MessagesDeliver Sales Messages Store ImageStore Image Establish a BrandEstablish a Brand Local Retail Advertising Retail Advertising is Often Called Local Advertising Because the Target Market Often is Local. Retail Advertising Should Perform Several Functions:
- 6. 6 Retail Advertising is Usually Targeted at People Living In the Store’s Local Community. Retail Advertising is Usually Targeted at People Living In the Store’s Local Community. Consumer Brand Advertising Supports Only the Sponsor’s Brands; Retail Advertising May Support Several Brands. 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. Retail Advertising Directed at the Local Community Has An Inherent Urgency. Local Retail Advertising is Customized to Reflect the Local Store. Local Retail Advertising is Customized to Reflect the Local Store. Differences Between Local Retailing & National Brand Advertising
- 7. 7 Differences Between Local Retailing & National Brand Advertising To Build and Maintain Store Traffic, a Retailer Must Meet Four Objectives: Build Store AwarenessBuild Store Awareness Convince Consumers That the Store’s Items Satisfy Needs Convince Consumers That the Store’s Items Satisfy Needs Create Consumer Desire to Shop At This Store Create Consumer Desire to Shop At This Store Create Consumer Understanding
- 8. 8 Structure of Co-op Funds Structure of Co-op Funds Cooperative Advertising Cooperative Advertising Manufacturer Reimburses Retailer for Ad Expenses Manufacturer Reimburses Retailer for Ad Expenses Based on a % of Sales To Retailer Based on a % of Sales To Retailer Sometimes Called Ad Allowances Sometimes Called Ad Allowances Suppliers of Co-op Can Fund Activity in Two Ways Suppliers of Co-op Can Fund Activity in Two Ways Varies From Month to Month Varies From Month to Month Accrual Fund Accrual Fund Cooperative Advertising
- 9. 9 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 Consumers Are No Longer Inclined to Spend Hours Shopping Improvements in Quality and SelectionImprovements in Quality and Selection Improvements in WarrantiesImprovements in Warranties Nonstore Retailing Improvements in Mailing Lists That Target Consumers Improvements in Mailing Lists That Target Consumers
- 10. 10 Rapidly Growing Industry Rapidly Growing Industry Purchase: Computer Products, Travel, Entertainment, Apparel, Gifts, etc. 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 May Use Other Media to Advertise Their Products or Services. May Use Other Media to Advertise Their Products or Services. Attractive to Those Who Value Convenience and Don’t Have Much Time. Attractive to Those Who Value Convenience and Don’t Have Much Time.
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- 12. 12 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.
- 13. 13 Trends Affecting Retail Advertising Consolidation Increased Use of Free-Standing Inserts Consolidation Increased Use of Free-Standing Inserts Demographic Time Stress, Aging Population, Geomarketing, Market Fragmentation Demographic Time Stress, Aging Population, Geomarketing, Market Fragmentation Heightened Competition Markets Will Continue to Decrease in Size as Competitors Segment Them. Heightened Competition Markets Will Continue to Decrease in Size as Competitors Segment Them.
- 14. 14 Image or Price Price is a Factor In Image. Some Products Are Difficult to Differentiate (gas). Price Can Help Consumers to Comparison Shop. Image or Price Price is a Factor In Image. Some Products Are Difficult to Differentiate (gas). Price Can Help Consumers to Comparison Shop. Executing Retail Ads Main Objective is To Attract Customers. Mention Store Location & Phone. May Save Money By Using Stock Artwork. Executing Retail Ads Main Objective is To Attract Customers. Mention Store Location & Phone. May Save Money By Using Stock Artwork. Who Works on The Creative? In-house Staff Media Ad Agencies Freelancers Who Works on The Creative? In-house Staff Media Ad Agencies Freelancers Creating the Retail Ad
- 15. 15 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.
- 16. 16 MagazinesMagazinesDirect ResponseDirect Response Online MediaOnline Media Shoppers & Preprints Shoppers & Preprints DirectoriesDirectories Broadcast MediaBroadcast Media SpecialtySpecialty Media Alternatives NewspapersNewspapers Local Retailers Are Interested Only in Local Media and Usually Select One of the Following:
- 17. 17 Purchasing Objectives P ric e S e rv ic e Q u a lity A s s u ra n c e o f S u p p ly P u r c h a s in g O b je c tiv e s
- 18. BRAND IN ADVERTISEMENT 18 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
- 19. 19 Brand names are properly selected A few of them are: It is what defines the company Modern trend for amusing names Short names are easier to remember and promote Name that have tricks or clever meanings are fairly popular
- 20. 20 Ads / promotion through CELEBRETIES
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- 23. 23 TOP BRANDS IN INDIA