L2

• Retail Advertising

  • The process by which retailers use store advertising (online & offline) to drive awareness & interest towards their products to generate sales from their target audience.
• Retail advertising should perform the several functions:

  (1) sell a variety of products;

  (2) encourage store traffic;

  (3) deliver sales promotion messages;

  (4) create & communicate a store image or personality; &

  (5) establish a brand that resonates with the local audience
• Facets of Effects Model

  • Perception
  • Cognition
  • Emotion
  • Association
  • Persuasion
  • Behavior
• (Facets of Effects Model) Perception

  • To build store brand awareness.
• (Facets of Effects Model) Cognition

  • To create more understanding of the store's products/services.
• (Facets of Effects Model) Emotion

  • To cue the store's brand personality and image.
• (Facets of Effects Model) Association

  • To prompt loyalty, larger purchases, move inventory, etc.
• (Facets of Effects Model) Persuasion

  • To convince customers that products/services meet their needs.
• (Facets of Effects Model) Behavior

  • To prompt shopping behavior.
• Retail objectives

  • Customers base their decisions about where to shop on the quality of the shopping experience, as well as on such retail decision factors as choice, selection, & service.
• Retail Objectives

  • These, in turn, affect retail advertising objectives. The objectives for retail advertising can be organized around the 6 basic elements in the Facets of Effects Model.
• Retail Objectives

  • The primary objective is to build store traffic, which marketing communication does by featuring reduced prices on popular items & promoting an appealing store image & shopping experience.
• Retail Objectives

  • Most retailers use advertising to help attract new customers, build store loyalty, increase the amount of the average sale, maintain inventory balance by moving out overstocks & outdated merchandise & counter seasonal flows.
• Retail Targeting

  
  

  • Retail advertising occurs on local, national, & international levels. Large retailers advertise nationally or sometimes internationally, but most retail advertising is local.
• Local Retail Advertising

  • By local, we mean it is targeted at customers who live within close-proximity to the retail store. Many types of organizations use local retail advertising to reach customers. These types of organizations are diverse, ranging from independently owned stores to restaurant chains.
• Types of retailers that use local retail advertising:

  • Locally owned stores
  • Service businesses
  • Local branches of retail store chains
  • Franchised retail businesses
  • Dealerships
  • Restaurants and entertainment businesses
• National Retail Advertising

  •  Targeted to the general public, meaning, across the whole country.
• Local Retailing

  • Targeted to people living within the store's community.
• Local Retailing

  • Advertising message is customized to match the needs, wants, & culture of the target audience.
• Local Retailing

  • Promotes several different brands or even competing brands, with the retailer's loyalty gravitating to whichever brand is selling best.
• National Brand Advertising

  • Targeted to the general public or people across the country.
• National Brand Advertising

  • Advertising message is standard and/or general appealing to the specific product sold by the retailer.
• National Brand Advertising

  • Supports only the sponsor's brands.
• Local Retailing

  • Advtg. message has an inherent urgency—everything about the ad pushes the customer towards a behavior, typically to visit the store.
• National Brand Advertising

  • Advtg. produced is more concerned with image & attitude change, so there tends to be less copy & fewer specifics.