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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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