Retailers, retailing: Retail advertising

 

Until recently, different elements of a campaign were evaluated in completely different ways. That, however, has all changed. This article describes TROI, a form of real-time research that aims to cap ...

Retail consultant Ko Floor believes that for a retail brand the store itself is the most important communication tool. This is not to say that media advertising is unimportant, but it does work differ ...

Retailers are sending the message that times are different. They are reinventing their business models, their businesses and themselves. They are striving for greater connectivity to their customers. ...

Helen Calcraft argues that the frequent relationship conflicts between retail advertisers and their agencies are a result of different philosophies, language and cultural sensitivities. She identifies ...

Worldwide, newspapers rely on retail advertising for a substantial portion of total advertising lineage and revenues. Retail advertising can also be an important reason why some people read newspapers ...

How best to pay an advertising agency is a long-standing debate, but up till now there has been little empirical evidence upon which to base decisions. In a recent survey, retailers reported lower sat ...

The importance of brand positioning for retail stores. This paper describes a case study: the creation of a brand personality for Safeway (the `Harry and Molly' campaign). Research provided the insigh ...

This case history describes the two separate advertising approaches used by Sainsbury's Homebase: in the DIY market, the rules for successful product and price advertising are very different to the ru ...

The author describes some of the characteristics of the fast-changing grocery retail marketplace that must be considered before devising any successful advertising strategy. Among them: the increased ...

This study examines advertising as a communication factor of store image to determine if the types of retail advertisements and the focus of advertisements by store type have changed over the years. U ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...

Retail advertising, characterised by very thin lead times, late price changes and the need to get the same copy simultaneously to several newspapers, has been a lead sector in adopting ISDN methods wh ...

Retailer advertising has grown in volume, but there is a disagreement about its strategic role. Some successful retailers do not use media advertising, some less successful retailers have spent consid ...

Over the past three decades the fundamental developments which have occurred in distribution in the UK as a result of legislative organisational, technological and structural changes have stimulated m ...

For the large chain retailer, advertising only works when it is part of the correct total marketing mix. For the author, `works' means demonstrably increasing sales, which many highly thought of ads f ...

Radical changes have occurred in distribution in the UK over the past three decades. These structural changes have stimulated most retailers to increase their real advertising expenditure. The author ...

Argues that there is profound misunderstanding of what retailer advertising should be about. Its main components are the shops themselves, their staffs, merchandise, packaging, point-of-sale, and pric ...

Aesthetics have nothing to do with advertising. The most important job of an ad is to centre all the attention on the merchandise and none on the technique of presenting it. Advertising has got to s ...