Retail Marketing Communications

By Rashida Cooper

IntroductionRetail Communication Mix

Objectives Build brand Awareness and Loyalty Attract Customers Reduce Advertising expense

Customers Quality Reduces research

4 P’s

Price Product Place Promotion Personnel

Personnel- The process to communicate with consumers and other people about product offering.

Product Attributes

Business want to be seen homogenous

Humans are hierarchical Physiological needs such

as hunger and thirst Below the line Advertising

Non media Above the line advertising

Paid Ad

Whopper Whopper JR

Communication Mix

Advertising Sales Promotion Publicity

Promotion Activities Importance

Conclusion

Effective Communication How well customers react to information Decision Making process Feedback

Questions