Presentation on theme: "ADVERTISING IN THE RETAIL COMMUNICATION MIX. Objectives of Communication Program Long-Term -Build Brand Image -Create Loyalty Short-Term -Increase Traffic."— Presentation transcript:
Objectives of Communication Program Long-Term -Build Brand Image -Create Loyalty Short-Term -Increase Traffic -Increase Sales
Brands Distinguishing name or symbol, such as a logo, that identifies the products or services offered by a seller and differentiates those products and services from those offered by competitors
Strong Brands Provide Value to Retailers and Their Customers Value to Retailers Attract Customers Build Loyalty Higher Prices leading to Higher Gross Margin Reduced Promotional Expenses Facilitates Entry into New Markets Gap GapKids
Strong Brands Provide Value to Retailers and Their Customers Value to Customers Promises Consistent Quality Simplifies Buying Process Reduces Time and Effort Searching for Information About Merchandise/Retailer
Building a Valuable Brand Brand Equity Heighten Brand Awareness Create Emotional Connections Consistent Reinforcement Develop Favorable Associations
Communication Objectives & Stages in the Consumers Decision-Making Process
Retail and Vendor Communication Programs Vendor Long-term objectives Product focused National Specific product Retailer Short-term objectives Category focused Local Assortment of merchandise
Illustration of Objective and Task Method for Setting a Communication Budget
Communication Objectives - Furniture Store Communication Question Objective AwarenessWhat stores sell Asian furniture? KnowledgeWhich stores would you rate outstanding on the following characteristics? AttitudeOn your next shopping trip for Asian furniture, which store would you visit first? VisitWhich of the following stores have you been to?
Evaluation of Program Before6 Mon12 Mon Awareness 38% 46% 52% (% of mentioning store) Knowledge 9 17 24 (% outstanding rating) Attitude13 15 19 (% first choice) Visit 8 15 19 (% of visited store)
Internet Ad Measurement Models Consumer Centric – Panels -- Nielsen TV – Advantages -- Representative, Relate usage to Viewer Characteristics, Comparison Across Sites – Disadvantage - Small Numbers-Unreliable, Ignores Business Usage Site-Centric – Accurate Measures of Hits, Visits, Downloads, etc – Problems in Measures, Can’t Relate to Viewer Characteristics
Measuring Effectiveness Internet Marketer Perspective Generating Traffic – Hits - File Requested - Multiple Files Per Page Times Banner Served – Page Views - Varies with Length of Page – Visitors – Unique Visitors – Click Throughs – Pages Downloaded – Length of Stay
Generating Traffic for Site Domain Name/Brand Search Directories and Engines – Registration, Top Listing External Links - Partnerships Publicity Paid Advertising – Internet – Other Media
Monitoring Effectiveness of Traffic Building Approaches Monitor Sources of Visits Link Behaviors to Sources – Registration – Time on Site – Pages Downloaded – Purchases – Amount Purchased
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