Chapter 19

Promotional
Strategy
RETAIL
MANAGEMENT:
A STRATEGIC
APPROACH,
10th Edition

BERMAN EVANS
 Elements of the Promotional Mix

 Advertising
 Public Relations
 Personal Selling
 Sales Promotion

19-2
 Advertising

Key aspects
* Paid form
* Nonpersonal presentation
* Out-of-store mass media
* Identified sponsor

19-3
 Table 19-2a: Advertising Media
Comparison Chart
Medium Market Coverage Particular Suitability

Daily Papers Entire market All larger retailers

Local Magazines Entire metro area or region, Restaurants, entertainment-

zoned editions sometimes oriented firms, specialty
available shops,

Flyers/Circulars Single neighborhood Restaurants, dry cleaners,

and other neighborhood firms

Phone Directories Geographic area or All types of goods and

occupational field served by service-oriented retailers
the directory
Direct Mail Controlled by the retailer New and expanding firms,
those using coupons or
special offers
19-4
 Table 19-2b: Advertising Media
Comparison Chart
Medium Market Coverage
Radio Definable market area
surrounding the station
Particular Suitability
Retailers focusing on
identifiable segments

TV Entire market Retailers of goods and

services with wide appeal

World Wide Web Global All types of goods and

service-oriented retailers

Outdoor Entire metro area or single Amusement and tourist-

neighborhood oriented retailers, well-known
firms

19-5
 Table 19-2c: Advertising Media
Comparison Chart
Medium Market Coverage
Local Magazines Entire metro area or region,
zoned editions sometimes
available
Flyers/Circulars Single neighborhood
19-6
Particular Suitability
Restaurants, entertainment-
oriented firms, specialty
shops, mail-order firms
Restaurants, dry cleaners,
service stations, and other
neighborhood firms
 Public Relations
 Public Relations – Any communication that
fosters a favorable image for the retailer
* Nonpersonal or personal
* Paid or nonpaid
* Sponsor-controlled or not

19-7
 Personal Selling

Oral communication with one or

more prospective customers for the
purpose of making a sale

19-8
 Sales Promotion

Encompasses the paid

communication activities other than
advertising, public relations, and
personal selling that stimulate
consumer purchases and dealer
effectiveness

19-9
 Types of Sales Promotions

 Displays  Prizes
 Contests  Samples
 Coupons  Demonstrations
 Frequent shopper  Referral gifts
programs

19-10
 Procedures for Setting a
Promotional Budget

 All-you-can-afford method
 Competitive parity method
 Percentage-of-sales method
 Objective-and-task method

19-11