伯曼 零售管理（第13版）berman_rm13_ppt_19.pptxVIP

Retail Management: A Strategic ApproachThirteenth EditionChapter 19Promotional StrategyCopyright ? 2018, 2014, 2012 Pearson Education, Inc. All Rights Reserved Learning Objectives 19.1 To explore the scope of retail promotion19.2 To study the elements of retail promotion: advertising, public relations, personal selling, and sales promotion19.3 To discuss the strategic aspects of retail promotion: objectives, budgeting, the mix of forms, implementing the mix, and reviewing and revising the plan Elements of the Promotional MixAdvertisingPublic RelationsPersonal SellingSales Promotion Figure 19.1 Promotional Mix AdvertisingPaid, non personal communication transmitted through out-of-store mass media by an identified sponsorKey aspectsPaid formNon-personal presentationOut-of-store mass mediaIdentified sponsor Table 19.1 Selected U.S. Advertising-to-Sales Ratios by Type of RetailerType of Retailer Advertising Dollars percentage of Sales DollarsaAdvertising Dollars percentage of MarginbAmusement parks 6.213.0Apparel and accessories stores3.59.3Auto and home supply stores1.22.5Department stores4.2 12.7Drug and proprietary stores0.42.0Eating places2.59.5Family clothing stores2.15.8Food stores 2.36.6Grocery stores 0.83.0Hobby, toy, and game shops 3.38.6Hotel and Motels1.45.2Jewelry stores5.5 11.5Lumber and other building materials - retail 1.44.0Miscellaneous furniture and fixture0.51.0Radio, TV, and consumer electronics stores1.87.8Real – estate agents and managers4.7 14.1Shoe stores2.36.4 Advertising Objectives for RetailersLift short-term salesIncrease customer trafficDevelop and/or reinforce a retail imageInform customers about goods and services and/or company attributesEase the job for sales personnelDevelop demand for private brands Advertising CharacteristicsAdvantagesAttracts a large audienceGains pass along readership (for print)Low cost per contactMany alternatives availableControl over