《零售业概述》（英文版） Chapter 19 Key Elements of Advertising

Chapter 19

Chapter 19

Objectives To Explore Scope of Retail Promotion To Study Elements of Retail Promotion To Discuss Strategic Aspects of Retail Promotion

• To Explore Scope of Retail Promotion • To Study Elements of Retail Promotion • To Discuss Strategic Aspects of Retail Promotion

Advertising Retail Promotional MiX

Retail Promotional Mix Advertising

Key Elements of Advertising Paid form Nonpersonal Presentation Out-of-store Mass media Identified Sponsor

• Paid Form • Nonpersonal Presentation • Out-of-store Mass Media • Identified Sponsor

Retail Advertising Geographically Concentrated Target Markets Stress Immediacy Stress Pricing Lower rates Cooperative Advertising

• Geographically Concentrated Target Markets • Stress Immediacy • Stress Pricing • Lower Rates – Cooperative Advertising

Retail Advertising Objectives Media Print Broadcast Out-of-home

• Objectives • Media – Print – Broadcast – Out-of-home

Types of Advertising Pioneer Message Competitive Message Advertising Content Reminder Message I Institutional Message Final Payment by Retailer I Manner of Payment F Vertical Cooperative Advertising Horizontal

Advertising Content Manner of Payment Pioneer Message Competitive Message Reminder Message Institutional Message Final Payment by Retailer Cooperative Advertising Vertical Horizontal

Advertising Public Relations Retail Promotional MiX

Retail Promotional Mix Advertising Public Relations

Public Relations Types Planned Unexpected Image Enhancing ° Image Detracting

• Planned • Unexpected • Image Enhancing • Image Detracting

Advertising Public Relations Retail Promotional MiX Personal Selling

Retail Promotional Mix Advertising Personal Selling Public Relations