Retail advertising Flashcards
What are the 5 types of promotion (according to group presentation)?
1) Personal selling (face to face, oft B2B)
2) Direct marketing (direct to consumer form retailer)
3) Online promotions (social media, mobile mktg like texts)
4) Sales promotions
5) Advertising (recommended search, display advertisements, print, broadcast)
What consider when choosing media?
- choose absed on the market!!!
- use soind colour motion etc accotding to what needed to convey selling proposition
- reach target market ONLY
What are some alternate communication forms? For each, is it personalized and what is cost (H>L)
1) personal selling = relationship building personal, very high cost
2) telemarketing = somewhat personal, high cost
3) direct mail = oft discarded so not too personal, low cost
4) media ads = very little personalization, very low cost
What are two categories of promotions (and sub-cat)
1) consumer promotions (B2C)
– thematic (based on societal trend/popular)
– price based
2) trade promotions (B2B / retail trade)
– price based
What are the options for intensity and timing of promotions?
- Blitz = all at once! then no more (ex: new product)
- Pulse = alternate, some breaks from ads (ex: something seasonal)
- Even = same amt advertising all year (ex: successful org and even cash flow)
What are methods for choosing promotion budget? What does Messinger say is best?
- fixed/sales ratio (avg 2% in Canada, mroe like 5% if first year)
- match competitors
- objective and task (set objective, decide tasks to get to that objective)
Best = 1 and 3 combo
What are ways to measure advertising effectiveness?
- Interviews
- Focus groups
- Mail and phone surveys
- Test markets
What are some things to consider when designing an ad?
- Colour
- Font and emphasis
- Legibility
- Patterns of visual flow
- images
- Image vs text dominant
- Alignment and balance of elements
- white space
