Agency: BDH\TBWA | Authors: Steve McCarron and Peter Harris |
ATS Euromaster – A New Paradigm for Tactical Retailer Advertising
INTRODUCTION
Plenty of ink has been spilt on demonstrating how 'brand building' campaigns have supported positive sales uplifts for retailer brands, often to the neglect of 'harder nosed' tactical advertising, designed to drive immediate sales. However, as we all know, immediate sales are the life blood of all retailers and a key benchmark of corporate health.
This is why anyone who is in control of a retailer's advertising budget will dedicate an enormous percentage of it towards tactical activity. And...