1. Retail Marketing Communications
By Rashida Cooper

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

3. 4 P’s Price Product Place Promotion Personnel
Personnel- The process to communicate with consumers and other people about product offering.

4. 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

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

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

7. Questions