Advertising And Promotion Understand different methods of promotion & advertising used in retailing strategies. Understand the elements involved in promoting a business: sales promotion, visual merchandising, advertising, and publicity.

Types of Promotion Promotion - Any Form Of Communication Used To Inform Public About StorePromotion - Any Form Of Communication Used To Inform Public About Store –Sales Promotion Encourage Customers To Come Into StoreEncourage Customers To Come Into Store –Publicity And Public Relations Unpaid Mention Of The BusinessUnpaid Mention Of The Business –Advertising Paid MessagePaid Message –Personal Selling Making Contact With Customer To Make SaleMaking Contact With Customer To Make Sale

Types of Advertising Product AdvertisingProduct Advertising –Paid Advertisement Used To Promote Product That Company Sells Institutional AdvertisingInstitutional Advertising –Paid Message Used To Promote A Companies Image, Creates Goodwill For The Business Retail AdvertisingRetail Advertising –Used To Promote Stores And Products Vendor AdvertisingVendor Advertising –Used By Manufacturers And Suppliers Cooperative AdvertisingCooperative Advertising –Vendors Name And Store Where The Product Is Sold

Types Of Advertising Media Print MediaPrint Media –Newspapers Magazines –Direct Mail –Billboards Broadcast MediaBroadcast Media –Television –Radio Online MediaOnline Media Specialty MediaSpecialty Media –Small Giveaway Items With Company Name

The Promotional Mix -OR- Promotional Strategy -OR- Advertising Plan The combination of differing promotional efforts for the business, company, product, line, or eventThe combination of differing promotional efforts for the business, company, product, line, or event –Typically themed –Usually consistent in messages – “uniform” –Periodically varied or altered for “updated” appeal One promotion utilizing: …an example…One promotion utilizing: …an example… –Internet--Television--Radio –Newspaper--Magazine--Retailer Contest –Sales Associate/Retailer Promotional Items -- In-Store Displays –Building & Vehicle Wraps -- Wearable Advertisements (T-Shirts) –Transit Advertisements (Bus, Taxi, Subway)--Outdoor (Billboards)

Identity - - awareness & development

Typical… television

Integration with a LifeStyle

Custom Promotions …POP Culture

Develop A Promotional Strategy Determine Target AudienceDetermine Target Audience Determine Promotional Objectives or GoalsDetermine Promotional Objectives or Goals –Increase Sales--Increase Awareness –Develop Image--Build Customer Relationships –Reach Target Market--Be More Competitive Select Merchandise Or Service To PromoteSelect Merchandise Or Service To Promote Develop the Promotion MixDevelop the Promotion Mix –The Way A Retailer Combines The Four Types Of Promotions BudgetBudget

Sales Promotions Items included with purchase of a product/serviceItems included with purchase of a product/service Method to increase the value or a purchaseMethod to increase the value or a purchase Inexpensive way to get more traffic in a businessInexpensive way to get more traffic in a business –Give aways... BOGO… Gift with Purchase… –FREE Stuff

Types of Sales Promotions ContestsContests Sales EventsSales Events PremiumsPremiums –Small Give Away Items With Company Logo Free SamplesFree Samples DisplaysDisplays RebatesRebates

Executing A Display Select The MerchandiseSelect The Merchandise Prepare MerchandisePrepare Merchandise Select SettingSelect Setting Understand Elements Of Display DesignUnderstand Elements Of Display Design Evaluating The DisplayEvaluating The Display

Publicity PublicityPublicity –An Unpaid Mention Of A Business –Both Good And Bad Special EventsSpecial Events –Seminars –Charitable Activities –Personal Appearance Celebrity EndorserCelebrity Endorser –Fund Raiser –Private Sale –Demonstrations

Public Relations News-Type or style methods to inform customers about an activity or eventNews-Type or style methods to inform customers about an activity or event Usually Open Houses… Grand Opening… Community Service Projects…. News worthy itemsUsually Open Houses… Grand Opening… Community Service Projects…. News worthy items