 Show Chapter 14 Notes Retail Communication Mix -The communication program informs customers about the retailer, describes the merchandise and services offered, helps develop the retailer’s brand, and plays a critical role in encouraging repeat visits and customer loyalty. -Advertising is paid communications delivered to customers through nonpersonal mass media such as newspapers, television, radio, direct mail, and the Internet. -Today, successful retailers utilize an integrated marketing communication (IMC) program in which they integrate a variety of communication elements to deliver a comprehensive, consistent message to all customers over time, across all elements of their retail mix and across all delivery channels. -For any communications campaign to succeed, the retailer must deliver the right message to the right audience through the right media at the right time, with the ultimate goal of profiting from long-term customer relationships, as well as short-term sales. -Reaching the right audience is becoming more difficult as the media environment grows more complicated. No single type of media is necessarily better than another. -The goal of a retail communication strategy is to plan all of the elements to work together so that the sum exceeds the total of the individual media parts. -The elements of a retail communication strategy are divided into new and traditional media. oThe new media elements include online (websites, email, mobile) and social media (YouTube, Facebook, blogs, and Twitter). oTraditional media elements include mass advertising, sales promotions, in-store marketing/design elements, personal selling, and public relations. -These media elements vary on five dimensions: personalization, interactivity, message control, extent of information provided, and the cost per exposure. This preview shows page 1 out of 1 page. chapter 15: pg 436-443describe the steps in developing a retail communications programThere are four steps involved in developing and implementing a retail communication program:establish objectives, determine a budget, allocate the budget and evaluate the program. Thefirst step is to establish objectives to provide direction for people implementing the program. Toeffectively implement and evaluate a communication program, retailers need to state theirobjectives in quantitative terms. The target audience for the communication mix needs to bedefined, along with the degree of change expected and the time period during which the changewill be realized. The objectives must be clear and measureable and the people who implementthe program must know what they’re supposed to accomplish. Retailer communications aretypically used to announce promotions and special sales that generate short term revenuesversus vendor communications, which are directed toward building a long term image of their End of preview. Want to read the entire page? Upload your study docs or become a Course Hero member to access this document Which of the following is a component of the retail mix?These include product, pricing, place, and promotion. The retail marketing mix adds two more “Ps” to the mix: people and presentation. These elements represent the value of sales associates and other staff in retail settings, as well as the importance of aesthetics and design in retail locations.
What can a retailer do to keep customers from being confused about the retailer's image quizlet?What can a retailer do to keep customers from being confused about the retailer's image? The retailer can: develop an integrated marketing communication program to deliver a comprehensive, consistent message.
Why do retailers use magazines for image advertising?Magazine audiences are highly targeted, allowing marketers to easily target relevant consumers without wasting budget. Audiences are generally more interested in your advertising and expect it.
Which among the following is the largest group of national advertisers in the United States?In 2021, Amazon was the largest advertiser in the United States, with advertising investments reaching around 10.4 billion U.S. dollars.
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Which of the following is typically the last step in developing a retail communication program?
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