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Published byLewis Williams Modified over 9 years ago
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External Advertising Mediums Advertising done outside the store that helps bridge the widening gap between the store and its customers. Serves to transmit the selling message to customers and prospects.
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Categories of Advertising Media n Periodical n Direct n Sign n Broadcast
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Periodical media n Published at fix, regular intervals. n Reaches large groups and small groups of people with special interests.
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Direct Media n Permits retailer to distribute selling message directly to desired groups of people. n Examples: Direct mail, telephone, etc.
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Sign Media n Transmits selling message through inscription that is printed, hand lettered, or painted on paper, cardboard, metal, plastic, or other material. Exposed publicly for all to view.
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Broadcast n Transmits the spoken word rather than the printed word. Adds a very human and personal note to advertising.
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Criteria for Selecting Advertising Mediums n Clientele sought n Type of store n Trading area n Location of store n Message to be sent n Means of communication available n Costs n Competition to be met
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