The Retail Promotion Mix What is promotion? The Retail Promotion Mix

The Retail Promotion Mix

• What is promotion?

The Retail Promotion Mix

• What is promotion?
• A means that retailers use to bring traffic into their stores, and includes…
• Advertising,
• Sales promotion,
• Publicity, and
• Personal selling.

1. Advertising

• Definition:
• Paid, non-personal communication through various media by business firms, and individuals who are in some way identified in the advertising message and who hope to inform and/or persuade members of a particular audience
• Key points:
• Performed by retailers (profit or nonprofit)
• The retailer is identified within the message
• Designed to persuade or inform
• Includes, but not limited to:
• Communication of products, services, institutions, and/or ideas

2. Sales Promotion

• Definition:
• Involves the use of media and non-media marketing pressure applied for a pre-determined, limited period of time at the level of consumer, retailer or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability
• Key points:
• Uses both media and non-media
• Runs for a limited, and pre-determined, period of time
• Directed at the “customer” (final customer, retailer, wholesaler)
• Has one of three end-goals
• Stimulate trial, increase existing purchases, or expand availability

3. Publicity

• Definition:
• Non-paid-for communications of information about the company or product, generally in some media form
• Key points:
• Non-paid-for communication
• Does not mean that no money has been spent
• Provides some form of information about a company or product
• Examples:
• Macy’s parade
• Del Frisco’s Double Eagle Steakhouse