Retail Marketing Communications
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By Rashida Cooper
Introduction
Retail Communication Mix
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Objectives
Build brand Awareness and Loyalty
Attract Customers
Reduce Advertising expense
Customers
Quality
Reduces research
4 P’s
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Price
Product
Place
Promotion
Personnel
Personnel- The process to communicate with
consumers and other people about product
offering.
Product Attributes
Whopper
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Business want to be seen
homogenous
Humans are hierarchical
Physiological needs such
as hunger and thirst
Below the line Advertising
Non media
Above the line advertising
Paid Ad
Whopper JR
Communication Mix
Promotion Activities
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Advertising
Sales Promotion
Publicity
Importance
Conclusion
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Effective Communication
How well customers react to information
Decision Making process
Feedback
Questions