How Advertising Added Value to Children's World

Kate Smith

Campaign (1989-90) for Children's World, the Boots store for children, launched 1987-8. Objective to add value (brand the store) and therefore margin, besides stimulating extra visits and sales.
Agency: Gold Greenlees TrottAuthor: Kate Smith

How advertising added value to Children's World

INTRODUCTION

Retail advertising is an area which many approach with some trepidation. Increasingly, retail companies need to build brand identity to safeguard margin and thus guarantee long-term survival and success. At the same time there is a need to deliver sales tomorrow and protect the bottom line in the short term. This paper seeks to demonstrate the role and effect of advertising for Children's World in beginning to build the store as a brand whilst at the same time generating sales and footfall in...

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