Retail Marketing Communications By Rashida Cooper

Introduction Retail Communication Mix Objectives Build brand Awareness and Loyalty Attract Customers Reduce Advertising expense Customers Quality Reduces research

4 P’s Price Product Place Promotion Personnel Personnel- The process to communicate with consumers and other people about product offering.

Product Attributes Business want to be seen homogenous Whopper Whopper JR Business want to be seen homogenous Humans are hierarchical Physiological needs such as hunger and thirst Below the line Advertising Non media Above the line advertising Paid Ad

Communication Mix Advertising Sales Promotion Publicity Promotion Activities Importance Advertising Sales Promotion Publicity

Conclusion Effective Communication How well customers react to information Decision Making process Feedback

Questions