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Retail Communication Mix 1 - Coggle Diagram
Retail Communication Mix 1
Role of Retail Communication Programme
Goal: Generate sales through informing, persuading, and reminding target customers.
Informing
: Primary function to provide information about products and services.
Persuading
: Encourages visits and purchases.
Reminding
: Maintains customer loyalty despite competition.
Methods of Communication with Customer
Paid Impersonal Communications
: Advertisement, sales promotions, store atmosphere, websites.
Paid Personal Communication
: Salespeople, personal selling.
Unpaid Impersonal Communication
: Publicity through unpaid media presentations.
Unpaid Personal Communication
: Word of mouth.
Communication Categories
Impersonal vs. Personal
: Differentiates based on the direct interaction level.
Paid vs. Unpaid
: Distinguishes between company-sponsored and organic communication methods.
ATL and BTL Advertising
Above the Line (ATL)
: Mass audience reach, brand identity, difficult to measure.
Below the Line (BTL)
: Targeted, calls to action, measurable, establishes one-to-one relationships.
Retail Communication Mix Elements
Advertising
Sales Promotion
Personal Selling
Publicity/Public Relation
Advertising
Features: Mass communication, informative, persuasive, competitive, paid, non-personal.
Objectives
Awareness,
image creation,
desire,
policy communication,
store identity,
sales increase.
Methods Determining the Advertising/Promotional Budget
Percentage of Sales
Competitive Parity
Task and Objective
Incremental.
Steps in Designing Advertising Campaign
Identify audience,
set objectives,
budget determination,
message design ing
media evaluation,
ad creation,
impact measurement.