advertising

1. Paid, nonpersonal communication transmitted through out-of-store mass media by an identified sponsor

1.1. Advertising Objectives for Retailers Lifting short-term sales  Increasing customer traffic  Developing and/or reinforcing a retail image  Informing customers about products and/or company attributes  Easing the job for sales personnel  Developing demand for private brands

1.2. Advantages  Attracts a large audience  Circulation: Gains pass along readership (for print)  Low cost per viewer/reader/listener  Many alternatives available (including social media)  Control over message content; message can be standardized  Self-service operations possible since a customer becomes aware of offerings before shopping

1.2.1. Disadvantages  Standardized messages lack flexibility  Some media require large investments  Reaching large geographical areas maybe wasteful  Some media require long lead time  Some media have high throwaway rate  Some media limit the ability to provide detailed information (TV)

2. papers

2.1. Advantages Market coverage short lead time reasonable costs flexibility longevity graphics editorial association

2.1.1. Disadvantages possible waste competition among retailers black-and-white format appeal to fewer senses than TV

3. direct mail

3.1. Retailers send catalogs or ads to customers by the mail or private delivery firms. Advantages:  targeted audience  tailored format  controlled costs  quick feedback

3.1.1. Disadvantages:  high throwaway rate  poor image  low response rate  outdated mailing lists

4. radio

4.1. Advantages:  relatively low costs  value as a medium for car drivers & riders  ability to use segmentation  short lead time  wide reach

4.1.1. Disadvantages:  no visual impact  need for repetition  need for brevity

5. yellow pages

5.1. Most retailers advertise in the Yellow Pages Advantages: Widespread customer usage a long life (one year or more) Disadvantages: retailer awareness may not be gained long lead time for new ads.

6. tv ads

6.1. Advantages:  dramatic effects of messages  large market coverage  creativity  program affiliation Disadvantages:  high minimum costs  audience waste  need for brevity  repetition

7. web

7.1. Retailers have two opportunities to reach

7.2. customers:

7.3. advertising on search engines & other firms’

7.4. sites

7.5. communicating with customers at their own

7.6. sites

8. Transit Advertising

8.1. Ads are displayed on buses & in trains & taxis./retailers’ trucks Advantages:  captive audience  mass market  high level of repetitiveness  geographically defined market

8.1.1. Disadvantages:  ad clutter  distracted audience  lack of availability in small areas  restricted travel paths  graffiti

9. (billboard)

9.1. ncludes posters and signs displayed in public places, on buildings & alongside highways Advantages:  large size of the ads  frequency of exposure  relatively low costs  assistance in directing new customers

9.1.1. Disadvantages:  clutter  a distracted audience  limited information

10. Magazine

10.1. Advantages  tailoring to a specific market  creative options  editorial associations  longevity of messages  use of color Disadvantages:  long lead time  less sense of consumer urgency  waste

11. Single-page (flyers) or Multiple-page (circulars) ads

11.1. Distributed in parking lots or to consumer homes Flyers are good for smaller firms, while circulars are used by larger ones Advantages:  targeted audience  low costs  flexibility  speed Disadvantages:  high level of throwaways  poor image to some consumers  clutter