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RETAIL ADVERTISING

By

?

Miss. P. PIRAKATHEESWARI, Lecturer in Commerce,

Sri Sarada College for Women (Autonomous), Salem ? 16.

?Retail Advertising lies between trade and consumer advertising.? The best examples are department stores and supermarkets.? A major form of retailing new-a-days is direct response marketing or retailing without shops.? This is the modern form of mail-order trading which has moved from the traditional club catalogues to direct mail campaigns for products and services, of which financial houses and department stores have become leading participants.

?Purpose of Retail Advertising

?The purpose of retail advertising is outlined below-

?a)????? Selling the Establishment: To sell the establishment, attract customers to the premises and, in the case of a shop, increase what is known as ‘store traffic', i.e, trying to increase the number of people passing through the shop.? If they can be encouraged to step inside ? they may possibly buy something which they would not bought otherwise.

b)???? Selling exclusive or own labeled goods: Some retail distributors are genuine charcoal ugg australia boots from china appointed as dealers for certain make. Example is a dealer for Vimal genuine charcoal ugg australia boots from china fabrics ? the famous ‘Only Vimal' showrooms. Besides, some supermarkets sell their ‘own labelled goods' which manufacturers pack in the name of the supermarket. Some large departmental stores have a special brand name for all their products, invariably they will be cheaper and they complete with national brands. Competition between national and own - label brands is intense, and there is always a risk that the national brands will be de- listed in favour of a store's own labeled products. About 31.5 per cent of grocery product are of the own labeled varieties. genuine charcoal ugg australia boots from china Own label products are usually made to the retailer's own specifications or recipes, and are not simply replicas of existing national brands.? All the retail outlets are likely to use advertising to promote sale of their stock.