Class Retail 8
Advertising and Promotion
Promotion: Advertising; Sales Promotion; Publicity; Personal Selling
Promotional decisions must integrate with: location; merchandise; credit; cash flow; building and fixtures; price; customer service levels
Primary trading area versus Secondary trading area, as they relate to promotional decisions.
Basic guidelines: consistent with store image; review; test; realistic measurable and obtainable; campaign versus individual promotions
Tradeoffs: lower the rent, the higher the promotional budget needed to offset; new stores require more promotional budget; location determines a level of budget
Retailers versus Manufacturer's use of promotion: product image versus availability; product benefits versus price; focused image versus cluttered ads