Professional Documents
Culture Documents
Agulto S.A. Chapter 16
Agulto S.A. Chapter 16
Brand Awareness
brand awareness refers to potential customers ability to recognize or recall that the
brand name is particular type of retailer or product/service.
Top mind awareness
the highest level of awareness, occurs when consumers mention a specific brand
name first when they are asked about the type of a retailer, a merchandise category, or a
type of service.
Brand associations are anything linked to or connected with the brand name in a consumer's
memory.
some common Associations that retailers develop with their brand name are as follows:
1. Merchandise Category- the most common association is to link the retailer to a
category of merchandise.
2. Price/quality- Some retailers, such as Saks Fifth Avenue, want to be associated with
offering unique high fashion merchandise.
3. Specific Attribute Merchandise- A retailer can link its stores to attributes, such as 7-
Eleven’s association with providing convenience or Nordstorm’s connection with
offering a high level of customer service.
4. Lifestyle or Activity- Some associate their name with a specific lifestyle or activity.
Brand Image
Consists of a set of associations that are usually organized around some meaningful
themes.
Consistent Reinforcement The retailer's brand image gets developed and maintained
through the elements of the retailers offering, such as its merchandise assortment,
customer service, and pricing, as well as its communications through its store design,
Web site and advertising.
Advertising
Advertising is a form of paid communication to customers using sixteenth largest
advertiser in the United States. Sears impersonal mass media such as newspapers, TV, radio,
direct mail, and the Internet. Following automobile manufacturers, retailers are the second
largest group of national advertisers, spending over $19 billion annually.
IMPERSONAL PERSONAL
Coupons
Coupons offer a discount on the price of specific items at the time of purchase at the
store.
Store Atmosphere
Store Atmosphere The retail store itself provides paid, impersonal communications to
its customers. Store atmosphere reflects the combination of the store's physical
characteristics, such as its architecture, layout, signs and displays colors, lighting,
temperature, sounds, and smells, which together create an image in the customer's mind. The
atmosphere communicates information about the store's service, its pricing, and the
fashionability of its merchandise.
Website
Web Site Retailers are increasing their emphasis on communicating with customers
through their Web sites. Retailers use their Web sites to build their brand usage; inform
customers of store locations, special events, and the availability of merchandise in local
stores; and sell merchandise and services. For example, in addition to selling merchandise,
Office Deports Website has a Business Resource Center that provides advice and product
knowledge, as well as a source of networks
Community Building
Many retailers operate web sites devoted to community building, these sites offer
opportunity for customers with similar interest to learn about products and services that
support their hobbies and share information with others.
Paid Personal Communications
Paid forms of personal communications are growing as new technologies emerge.
This section details personal selling, e-mail, and direct mail, along with a newer form of paid
personal communications, namely, m-commerce. All of these personal communication
vehicles can be tailored to individual customers, whether through a face-to-face interchange,
as is the case with personal selling, or by using the customer relationship management
(CRM) systems described in Chapter 11. In some cases, however, all customers get the same
message.
Personal Selling
Retail salespeople are the primary vehicles for providing paid personal
communications to customers. Personal selling is a communication process in which
salespeople help customers satisfy their needs through face-to-face exchanges of information.
E-mail
E-mail is another paid personal communication vehicle that involves sending
messages over the Internet. E-mail, like other forms of electronic communications (e.g., Web
sites, m-commerce), can be personalized to the specific consumer and thus is similar to
communication delivered by salespeople. How-ever, when the same message is delivered
electronically to all recipients, electronic communications more closely resemble advertising.
Retailers use e-mail to inform customers of new merchandise and special promotions,
confirm the receipt of an order, and indicate when an order has been shipped.
Direct Mail
Direct mail refers to any brochure, catalog, advertisement, or other printed marketing
material delivered directly to the consumer through the mail or a private delivery company.
Determining Budget
Establish objectives
Timing
Typically, an ad should appear on, or slightly precede, the days consumers are most
likely to purchase merchandise. For example, if most consumers buy groceries Thursday
through Sunday, then supermarkets should advertise on Thursday and Friday. Similarly,
consumers often go shopping after they receive their paychecks at the middle and the end of
the month. Thus, advertising should be concentrated at these times.