How to ‘buy’ Advertising for summer - Christmas 2009
Retail advertising is a broad term; Retail advertising for summer – Christmas 2009 should reflect the trend of Consumers Buying Down a Level.
General understanding is;’ any advertising outside a store environment'; our view Retail Advertising encompasses all in-store and external costs and strategies that can materially affect profitable sales performance.
In 2009 due to the impact of communication technology the term advertising is much broader.
We will speak to several retail advertising options; following is an Advertising ‘Buy’ Expenditure Health Check for summer – Christmas 2009.
Advertising ‘Buy’ Expenditure Health Check summer – Christmas 2009
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Strategy |
Expenditure % summer – Christmas 2008 |
Proposed Expenditure % summer – Christmas 2009 |
Expenditure % Difference 2009 - 2008 |
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Instore |
In-store Service Advertising |
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Instore |
In-store Theme Signage |
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Instore |
In-store ‘silent salesman’ signage Advertising |
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Instore |
In-store Hero Advertising |
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Instore |
In-store Layby Promotions |
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Instore |
In-store ‘Package’ Promotions |
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Instore |
In-store on-line Advertising |
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Instore |
In-store Loyalty Programme Advertising |
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Instore |
In-store Active Screen Advertising |
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Instore |
In-store Digital Kiosks Advertising |
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External |
Web Store Advertising |
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External |
Web Store Mail-outs |
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External |
Catalogue Advertising |
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External |
Magazine Advertising |
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External |
Press Advertising |
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External |
TV Advertising |
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Focussing on the comparison of in-store and external advertising spend 2008 vs. 2009 will allow you to;
1 Make sure that your team has provided you with a sensible set of spend adjustments.
2 That those spend adjustment agree with your assessment of how the market will break for you during summer – Christmas 2009.
It is hoped that you find this approach helpful and useful.
For guidance to create a ‘buy’ advertising spend for summer – Christmas 2009 email ‘Buying’ Advertising Spend summer – Christmas 2009.
Tony Standley
Principal
The RETAiL Alert Group
(Australia)
Mobile +61 (0)41 924 0497
e-mail
info@adsass.com.au
Fax +61 (0)2 9987 0633
Website
http://www.retailalert.com.au