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CHAPTER 10: RETAIL PROMOTION - Coggle Diagram
CHAPTER 10: RETAIL PROMOTION
Promotional Mix Components
Publicity/Public Relations
Personal Selling
Sales Promotion
Direct Marketing
Advertising
Promotional Objectives
Long-term
Build store image
Promote social responsibility
Short-term
Attract traffic
Encourage repeat purchase
Increase sales
Attract new customers
Advertising Campaign Steps
Media Selection
Types: TV, Newspaper, Internet, Mail, Miscellaneous
Consider: Coverage, Reach, Frequency
Scheduling
Target weekends, paydays, seasonal trends
Design Message
Styles: Lifestyle, Humorous, Testimonial, etc
Objectives: Grab attention, Communicate clearly, Be error-free
Budgeting
% of Sales
Task & Objective
Affordable
Co-op: Vertical/Horizontal
Evaluate Results
Traffic tracking, Coupon codes, Phone lines, Web analytics
Set Objectives
Informative, Persuasive, Reminder
Sales Promotion Techniques
Special Offers, Point-of-purchase displays
Loyalty Programs
Rebates, Sampling, Premiums
Publicity Management
Tools
Special Events
Audio-Visual Materials
Press Releases, News Articles
Sponsorships
Goals
Raise awareness
Strengthen image
Build credibility
Summary Objectives of Promotion
Create strong brand/store image
Build customer loyalty
Increase profits and sales
Shape consumer attitudes
Build customer base
Raise awareness