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 Disadvantages: high throwaway rate poor image low response rate outdated mailing lists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