Chapter 19
? To Explore Scope of Retail
Promotion
? To Study Elements of Retail
Promotion
? To Discuss Strategic Aspects of
Retail Promotion
Retail
Promotional
Mix
Advertising
? Paid Form
? Nonpersonal Presentation
? Out-of-store Mass Media
? Identified Sponsor
? Geographically Concentrated
Target Markets
? Stress Immediacy
? Stress Pricing
? Lower Rates
– Cooperative Advertising
? Objectives
? Media
– Print
– Broadcast
– Out-of-home
Advertising Content
Manner of Payment
Pioneer Message
Competitive Message
Reminder Message
Institutional Message
Final Payment
by Retailer
Cooperative
Advertising
Vertical
Horizontal
Retail
Promotional
Mix
Advertising Public
Relations
? Planned
? Unexpected
? Image Enhancing
? Image Detracting
Retail
Promotional
Mix
Advertising
Personal
Selling
Public
Relations
? Order-taker
? Order-getter
? PMs (Spiffs)
Determines
Customer Wants
Shows
Merchandise
Answers
Objections
Salesperson
Closes
the Sale
Greets
Customers
Demonstrates
Goods/Services
Gives a
Sales Presentation
Feedback
Retail
Promotional
Mix
Advertising
Personal
Selling
Public
Relations
Sales
Promotion
? Point-of-Purchase
? Contests and Sweepstakes
? Coupons
? Frequent-Shopper Programs
? Prizes
? Samples
? Demonstrations
? Referral Gifts
? Specialty Items
? Special Events
Determining Promotional Objectives
Establishing an Overall Promotional
Budget
Selecting the Promotional Mix
Implementing the Promotional Mix
Reviewing and Revising the
Promotional Plan
? All-You-Can-Afford
? Incremental
? Competitive Parity
? Percentage-of-Sales
Awareness
Stimulate
Desires
Provide
Information
Change
Attitudes
and Feelings
Pioneer Advertising,Public
Relations,Point-of-Purchase,
Window Displays
Competitive Advertising,
Personal Selling,Sales
Promotions,Assertive Efforts,
POP Displays
Reminder and Institutional
Advertising,Personal Selling,
Frequent-Shopper Programs
Knowledge
Liking
Preference
Conviction
Purchase
Hierarchy of Effects Behavioral Objective of Promotion Promotional Mix Relevant to Each Step
? Cost-per-Thousand (CPM)
? CPM Target Market
? Reach
? Frequency
? Message Content
? Makeup of Sales Force
? Sales Promotion Tools
? Responsibility for Coordination
? Scope of Retail Promotion
? Elements of Retail Promotion
– Advertising
– Public Relations
– Personal Selling
– Sales Promotion
? Strategy Aspects of Retail Promotion
– Objectives
– Budgeting
– Mix of Forms
– Implementing the Mix
– Reviewing and Revising the Plan
Questions? Questions?
Questions?