• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 3. Retailing Secrets: Tips from ... > Retail Advertising and Promotion

Retail Advertising and Promotion

Brick and mortar retailers use every medium available to them—radio, television, print advertising, outdoor/transit, direct mail, and the Internet—to deliver their messages. They are adept at finding new ways to advertise and offer promotions. The ability to approach advertising diversely gives them an advantage because retailers in other channels often promote only within their channels.

Advertising's functions include awareness, preference, and direct sales. The concepts are the same whether advertising a store or a branded product. The goal is to gain store loyalty or brand conviction rather than merely brand familiarity. This is achieved through differentiation.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint