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 this is why it is a serious business to ensure that the tactical budget is used in a way that will generate the best return possible.