Class Retail 8

From AlexBrownRacing

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