Contemporary Retailing Lecture 10 Retail Marketing Communications SLIDES.pptVIP

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2017-03-25 发布于江苏
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Contemporary Retailing Lecture 10 Retail Marketing Communications SLIDES.ppt

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Contemporary Retailing Lecture 10 Retail Marketing Communications SLIDES

* * * * * * * * . * * * * * Tactical or Strategic? Crucial aspect: flexibility. Can beREACTIVE to specific situations implemented as one-off quick responses PROACTIVE planned as part of a larger campaign and sustained marketing comms effort, integrated with a range of sales promotions and other marketing comms activities Objectives CONSUMER PROMOTIONS Abratt et al., 1995 To encourage more frequent or multiple purchases To counter competitive promotional activity To build trial among non-users To introduce new or improved products/services To capitalise on seasonal, geographic or creative advantages To encourage repeat usage To stimulate unplanned purchase To attract switching to own brand To fight competitors’ advertising To induce trade-ups to larger sizes TRADE Help introduce new products to the trade Encourage distribution penetration Increase allocation of shelf space Improve point-of-sale displays Provide extra incentives over competing products Stimulate sales force motivation Help achieve short-term sales targets EMPLOYEE Stimulate salesforce motivation for products Provide extra ‘assistance’ for sales staff Encourage meeting of sales targets Encourage non-sales staff to generate leads However… “Multiplicity of media is a fact of life for modern consumers. They tend to multi-task, to brows the Internet while watching the television, or to read a magazine while listening to the radio. Hence a firm’s messages from print, radio, television, or the internet should not conflict mutually. Consistency across multiple media requires everything involved in the process of communication” (Raman Naik, 2010) Integrated Marketing Communications “A concept of marketing communications planning that recognizes the added value of the comprehensive plan that evaluates the strategic roles of a variety of communication disciplines…and combines these disciplines to provide clarity, consistency, and public communication impact” (Schultz et al, 1993) Put more simply…