This document discusses strategies for retail promotional planning. It covers the various elements of a retailer's promotional mix, including advertising, sales promotions, personal selling, and public relations. It emphasizes that promotional efforts must fit a retailer's overall strategy and target market. Guidelines are provided for planning effective promotional campaigns with measurable objectives. Key aspects of advertising, public relations, and personal selling as promotional tools are also outlined.
Retail Location - Meaning of Retail Location, Types of Retail Location, Freestanding, City or Town business district, Shopping Center, Nontraditional location such as in an airport or within another store, Importance of Suitable Location, Steps involved in choosing a Retail Location
Retail Image refers to how a retailer is perceived by customers and others.To succeed, a retailer must communicate a distinctive, clear, and consistent image.
How to deal with Customers in Retail Store, Supermarket, Mall, Hypermarket, etcSandip Kumar
Your company’s most vital asset is its customers, so you need to make sure you’re dealing with your customers properly. Without them, you would not, and could not, exist in business. Sure, you can attract new customers with unique products, free gifts, or reducing your prices; but if you’re not creating relationships with them, they’re not going to return or recommend you.
Theories of retailing, theories of retail development,
Retail Life Cycle, Environmental Theory, Cyclical Theory - Wheel of retailing, phases of retail development, Accordion theory
Retailing is the act of selling products or services to people for their personal, non business use. A retailer is a business that specializes in the act of retailing primarily.
Retailing includes all the activities involved in selling goods or services directly to final customers for their personal, non business use. A retailer is any business enterprise whose sales volume comes primarily from retailing.
This presentation gives an overview about the concept of Category Management in Retail. It covers topic such as Visual Merchandising, Planogram, CM in Grocery Store vs Apparel Store
DISRUPTIVE TECHNOLOGY IN RETAIL MARKETING AND ITS FUTURE.Oscar Ruban
Online over offline market.
Small impact over offline but caused a serious problem.
Customers towards simplified shopping experience.
Believing technology more than humans.
A short introduction to Social Proofing, and the six categories of social proofing. We also cover some real world examples of Social Proof and some interesting statistics about the types of Social Proof consumers trust most.
Retail Management Notes, Basics of Retail Management, Classification of Retailers, Types of Retailers, Scope of Retailing, Functions of Retailers, Role of Retailers in Distribution Channel, Indian retailscape, organized and Unorganized Retailers,
How important is PR for your small company? how can you do it it in a cost effective manner? when do you hire an agency? how do you write a press release that resonates? Patrick Mork, Google Play's former global marketing head and a serial start-up marketer shows you the tips and tricks to effective PR strategies in this short, easy to read document
I was invited to speak about this and four other topics at the Kajaani University of Applied Sciences in Finland. This first lecture explains to the students how they should understand and treat the importance of pr & marketing in the creation of their games in order to one day turn them into products. The topics covered in part 1 are:
2.00 Traditional game marketing
2.45 Marketing basics
3.15 Why you need marketing
3.45 Why you need need it even more
4.00 Why you need it forever
4.40 The obvious chores
5.30 What you can do right away in four easy steps
6.00 Step 1: PR ≠ Marketing
9.00 Step 2: Create Assets
10.15 Step 3: Join (and participate in) Communities
11.00 Step 4: Understand how press works
13.45 Why you don't need marketing
14.30 Some handy tricks
14.45 #1 Use SEO and be unique
17.15 #2 Don't forget social media
I was invited to speak about this and four other topics at the Kajaani University of Applied Sciences in Finland. This first lecture explains to the students how they should understand and treat the importance of pr & marketing in the creation of their games in order to one day turn them into products. The topics covered in part 2 are:
0.00 #3 Having the look
1.10 #4 Find your champions
4.45 #5 Show your face
5.15 #6 Act like you're already successful
7.20 #7 Deal with the stress
10.45 Summary & Further reading
Retail Location - Meaning of Retail Location, Types of Retail Location, Freestanding, City or Town business district, Shopping Center, Nontraditional location such as in an airport or within another store, Importance of Suitable Location, Steps involved in choosing a Retail Location
Retail Image refers to how a retailer is perceived by customers and others.To succeed, a retailer must communicate a distinctive, clear, and consistent image.
How to deal with Customers in Retail Store, Supermarket, Mall, Hypermarket, etcSandip Kumar
Your company’s most vital asset is its customers, so you need to make sure you’re dealing with your customers properly. Without them, you would not, and could not, exist in business. Sure, you can attract new customers with unique products, free gifts, or reducing your prices; but if you’re not creating relationships with them, they’re not going to return or recommend you.
Theories of retailing, theories of retail development,
Retail Life Cycle, Environmental Theory, Cyclical Theory - Wheel of retailing, phases of retail development, Accordion theory
Retailing is the act of selling products or services to people for their personal, non business use. A retailer is a business that specializes in the act of retailing primarily.
Retailing includes all the activities involved in selling goods or services directly to final customers for their personal, non business use. A retailer is any business enterprise whose sales volume comes primarily from retailing.
This presentation gives an overview about the concept of Category Management in Retail. It covers topic such as Visual Merchandising, Planogram, CM in Grocery Store vs Apparel Store
DISRUPTIVE TECHNOLOGY IN RETAIL MARKETING AND ITS FUTURE.Oscar Ruban
Online over offline market.
Small impact over offline but caused a serious problem.
Customers towards simplified shopping experience.
Believing technology more than humans.
A short introduction to Social Proofing, and the six categories of social proofing. We also cover some real world examples of Social Proof and some interesting statistics about the types of Social Proof consumers trust most.
Retail Management Notes, Basics of Retail Management, Classification of Retailers, Types of Retailers, Scope of Retailing, Functions of Retailers, Role of Retailers in Distribution Channel, Indian retailscape, organized and Unorganized Retailers,
How important is PR for your small company? how can you do it it in a cost effective manner? when do you hire an agency? how do you write a press release that resonates? Patrick Mork, Google Play's former global marketing head and a serial start-up marketer shows you the tips and tricks to effective PR strategies in this short, easy to read document
I was invited to speak about this and four other topics at the Kajaani University of Applied Sciences in Finland. This first lecture explains to the students how they should understand and treat the importance of pr & marketing in the creation of their games in order to one day turn them into products. The topics covered in part 1 are:
2.00 Traditional game marketing
2.45 Marketing basics
3.15 Why you need marketing
3.45 Why you need need it even more
4.00 Why you need it forever
4.40 The obvious chores
5.30 What you can do right away in four easy steps
6.00 Step 1: PR ≠ Marketing
9.00 Step 2: Create Assets
10.15 Step 3: Join (and participate in) Communities
11.00 Step 4: Understand how press works
13.45 Why you don't need marketing
14.30 Some handy tricks
14.45 #1 Use SEO and be unique
17.15 #2 Don't forget social media
I was invited to speak about this and four other topics at the Kajaani University of Applied Sciences in Finland. This first lecture explains to the students how they should understand and treat the importance of pr & marketing in the creation of their games in order to one day turn them into products. The topics covered in part 2 are:
0.00 #3 Having the look
1.10 #4 Find your champions
4.45 #5 Show your face
5.15 #6 Act like you're already successful
7.20 #7 Deal with the stress
10.45 Summary & Further reading
Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
Market Segmentation, 7 P's of Marketing.Marketing Mix.Product.Price.Promotion.Advertising.Place.Marketing Mix in Service Industry.People.Physical Evidence.Process.
This presentation gives a clear definition of what is segmentation. Various examples have been taken to provide a better understanding of Segmentation with particular reference to financial services and products.
Everything you need to know about Sponsorship MarketingPartnercademy
For the full presentation, go to our highly acclaimed Udemy course here:
https://www.udemy.com/course/the-complete-guide-to-sponsorship-marketing/?referralCode=6EED69808CFCE0071B71
Or further your Partnerships & Sponsorship Marketing career with the Partnercademy Masterclass course...
https://partnercademy.thinkific.com/
-------------------------------------------------------------------------------
This presentation covers sponsorship marketing from the advertisers perspective. Created for all sponsorship professionals, this highly-rated course will teach you how to set up and run successful Sponsorship Marketing campaigns, and be the best Sponsorships Manager you can be.
THIS IS THE FIRST HALF OF THE COURSE.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
2. Retail PromotionRetail Promotion
• Any communication by a retailer that
informs, persuades, and/or reminds
the target market about any
aspect of that firm
3. Elements of theElements of the
Promotional MixPromotional Mix
Advertising
Sales promotion
Store atmosphere
Web site
SEM
Personal selling
E-mail marketing
Publicity
SEM
Word of mouth
Impersonal Personal
UnpaidPaid
4. Management of PromotionalManagement of Promotional
Efforts Must Fit Into a Retailer’sEfforts Must Fit Into a Retailer’s
Overall StrategyOverall Strategy
• A retailer’s location will help determine the target area for promotions
• Retailers need high levels of traffic to keep merchandise moving –
promotion helps build traffic
• Retailer’s credit customers more store loyal and purchase on larger
quantities making them an excellent target for promotions
• Promotions can increase short-run cash flow
• Promotional creativity and style should coincide with building and fixture
creativity
• Promotion can be viewed as a major component of customer service
because it provides information
5. Promotional GuidelinesPromotional Guidelines
• Utilize promotions that are consistent with and enhance store image
• Review success or failure of each promotion to help in developing future
promotions
• Test new promotions when possible
• Use appeals that are of interest to your target market and that are realistic to
obtain
• Make your objectives measurable and obtainable
• Develop total promotional campaigns, not just ads
• 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
7. Promotional ObjectivesPromotional Objectives
• Increase sales
• Stimulate impulse and reminder buying
• Raise customer traffic
• Get leads for sales personnel
• Present and reinforce the retailer image
• Inform customers about goods and services
• Popularize new stores and Web sites
• Capitalize on manufacturer support
• Enhance customer relations
• Maintain customer loyalty
• Have consumers pass along positive information
to friends and others
8. Promotional ObjectivesPromotional Objectives
Improve Long-Run
Performance
Improve Short-Run
Performance
Store Image and
Positioning
Public
Service
Increase Existing
Customer Patronage
Attract New
Customers
From Existing
Trade Area
Expand
Trade Area
9. Public RelationsPublic Relations
• Public Relations - Any communication that
fosters a favorable image for the retailer among
its publics
– Nonpersonal or personal
– Paid or nonpaid
– Sponsor-controlled or not
• Publicity – Any nonpersonal form of public
relations whereby messages are transmitted
through mass media, the time or space provided
by the media is not paid for, and there is no
identified commercial sponsor
10. Public RelationsPublic Relations
Advantages
• Image can be presented or
enhanced
• More credible source
• No costs for message’s
time or space
• Mass audience addressed
• Carryover effects possible
• People pay more attention
than to clearly identified
ads
Disadvantages
• Some retailers do not
believe in spending on
image-related
communication
• Little control over publicity
message
• More suitable for short run
• Costs for PR staff,
planning activities, and
events
11. AdvertisingAdvertising
• Paid, nonpersonal communication
transmitted through out-of-store mass
media by an identified sponsor
• Key aspects
– Paid form
– Nonpersonal presentation
– Out-of-store mass media
– Identified sponsor
12. Selected U.S. Advertising-to-Selected U.S. Advertising-to-
Sales Ratios by Type of RetailerSales Ratios by Type of Retailer
Type of Retailer Advertising $ as a
% of Sales
Dollars
Advertising $ as
% of Margin
Apparel and accessories stores 6.6 16.7
Auto and home supply stores 1.0 2.3
Department stores 3.6 10.3
Drug and proprietary stores 0.8 3.2
Eating places 3.6 16.1
Family clothing stores 2.5 8.3
Furniture stores 4.6 13.8
Grocery stores 1.2 4.9
Hobby, toy, and game shops 1.2 3.8
Hotels and motels 1.8 8.1
Lumber and building materials 0.5 1.7
13. AdvertisingAdvertising
Advantages
• Attracts a large audience
• Gains pass along
readership (for print)
• Low cost per contact
• Many alternatives available
• Control over message
content; message can be
standardized
• Message study possible
• Editorial content
surrounds ad
• Self-service operations
possible
Disadvantages
• Standardized messages
lack flexibility
• Some media require large
investments
• Geographic flexibility
limited
• Some media require long
lead time
• Some media have high
throwaway rate
• Some media limit the
ability to provide detailed
information
14. Advertising MediaAdvertising Media
Comparison ChartComparison Chart
Medium Market Coverage Particular Suitability
Daily Papers Single community or entire
metro area; local editions
may be available
All larger retailers
Weekly Papers Single community usually;
may be a metro area
Retailers with a strictly local
market
Shopper Papers Most households in one
community; chain shoppers
can cover a metro area
Neighborhood retailers and
service businesses
Phone Directories Geographic area or
occupational field served by
the directory
All types of goods and
service-oriented retailers
Direct Mail Controlled by the retailer New and expanding firms,
those using coupons or
special offers, mail order
15. Advertising MediaAdvertising Media
Comparison ChartComparison Chart
Medium Market Coverage Particular Suitability
Radio Definable market area
surrounding the station
Retailers focusing on
identifiable segments
TV Definable market area
surrounding the station
Retailers of goods and
services with wide appeal
World Wide Web Global All types of goods and
service-oriented retailers
Transit Urban or metro community
served by transit system
Retailers near transit routes,
especially those appealing to
commuters
Outdoor Entire metro area or single
neighborhood
Amusement and tourist-
oriented retailers, well-known
firms
16. Advertising MediaAdvertising Media
Comparison ChartComparison Chart
Medium Market Coverage Particular Suitability
National Magazines Nationwide National chains
Local Magazines Entire metro area or region,
zoned editions sometimes
available
Restaurants, entertainment-
oriented firms, specialty
shops, mail-order firms
Flyers/ Circulars Single neighborhood Restaurants, dry cleaners,
service stations, and other
neighborhood firms
18. Yellow PagesYellow Pages
• The average consumer
looks at: 4.32 ads.
• 70% of consumers look at
the bigger ads when they are
not sure where to make a
purchase.
• 65% of consumers feel that
a large ad signifies a
business with an established
reputation.
• 83% of consumers start
looking at ads in the
beginning of a heading.
21. Billboards/Outdoor AdsBillboards/Outdoor Ads
• On average, a billboard is only viewed for 7 seconds!
• A good rule is to use about 8 to 10 words in your entire ad!
• Your message must be very short so it can be easily read by the people driving 60
to 75 miles per hour by your sign.
•Measured and priced in gross rating points
(GRP) - the total number of postings in a
marketing schedule versus the population.
The GRP is calculated by dividing the traffic
count by the population .
•Billboards are typically purchased as 25, 50,
75, or 100 GRP (showings). For example, if
you want a 50 GRP (showing), than 50% of
the population should see your billboards
every single day.
•Retail billboard winners
•REI 1
•REI 2
•Staples
•Library of billboard ads: http://www.oaaa.org/creativelibrary/
22. Radio AdvertisingRadio Advertising
• Retailers spent $72.2 million on
metropolitan commercial radio
advertising in the first six months of
2005
– NTRA Radio Ad
– Mt Sinai Medical Center Ad
25. Media SelectionMedia Selection
• Coverage – maximum number of consumers
in the retailer’s target market
• Reach – actual total number of target
customers who come into contact with the ad
message
• Frequency – average number of times each
person who is reached is exposed to the ad
during a given time period
26. Planning a Cooperative StrategyPlanning a Cooperative Strategy
• What ads qualify, in terms of merchandise and special
requirements?
• What percentage of advertising is paid by each party?
• When can ads be run? In what media?
• Are there special provisions regarding message content?
• What documentation is required for reimbursement?
• How does each party benefit?
• Do cooperative ads obscure the image of individual retailers?
27. Scheduling Retail AdsScheduling Retail Ads
• Ads should appear on (or slightly precede) the days when
customers most likely to purchase
• Ads should be concentrated around the times when people
receive their payroll checks
• If funds are limited, concentrate ads during periods of highest
demand
• Ads should be timed to appear during time of say or day of
week when the best cost-per thousand for the target market
((cost of ad/number of people in the target market viewing the
ad) x 1000)
• The higher the degree of habitual purchasing of a product class,
the more the advertising should precede the purchase time.
29. Personal SellingPersonal Selling
Advantages
• Message can be adapted
• Many ways to meet
customer needs
• High attention span
• Less waste
• Better response
• Immediate feedback
Disadvantages
• Limited number of
customers handled at one
time
• High costs
• Doesn’t get customer in
store
• Self-service discouraged
• Negative attitudes toward
salespeople (aggressive,
unhelpful)
30. Types of Sales PositionsTypes of Sales Positions
Order-taker
versus
Order-getter
32. Sales PromotionSales Promotion
Encompasses the paid communication
activities other than advertising, public
relations, and personal selling that
stimulate consumer purchases and
dealer effectiveness
33. Sales PromotionsSales Promotions
Advantages
• Eye-catching appeal
• Distinctive themes
and tools
• Additional value for
customer
• Draws customer
traffic
• Maintains customer
loyalty
• Increases impulse
purchases
• Fun for customers
Disadvantages
• Difficult to terminate
• Possible damage to
retailer’s image
• More stress on
frivolous selling
points
• Short-term effects
only
• Used as a supplement
34. Types of Sales PromotionsTypes of Sales Promotions
http://www.scapromotions.com/index.php
35. Advantages of CouponsAdvantages of Coupons
• Manufacturers may pay to advertise and redeem them – windfall
to retailers since they generally receive 10-cent coupon handing
fee ($500 million + in 2002)
• 99% of consumers redeem coupons at least once during the
year (but only 2% of all coupons redeemed)
• People may forget coupon but buy anyway
• They contribute to the consumer’s perception of getting a good
value
• Coupon redemption can serve as a measure of advertising
effectiveness
36. Procedures for Setting aProcedures for Setting a
Promotional BudgetPromotional Budget
• All-you-can-afford method
• Incremental method
• Competitive parity method
• Percentage-of-sales method
• Objective-and-task method