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Retail 265 3/25/2016 week of notes Revised

by: Kara Lyles

Retail 265 3/25/2016 week of notes Revised Retail 265

Marketplace > University of South Carolina > Retail > Retail 265 > Retail 265 3 25 2016 week of notes Revised
Kara Lyles
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About this Document

These are the in class notes from this week! (Revised)
Principles of Retailing (265)
Karen Edwards
Class Notes
Retail 265




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This 3 page Class Notes was uploaded by Kara Lyles on Friday March 25, 2016. The Class Notes belongs to Retail 265 at University of South Carolina taught by Karen Edwards in Spring 2016. Since its upload, it has received 58 views. For similar materials see Principles of Retailing (265) in Retail at University of South Carolina.


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Date Created: 03/25/16
Media Options (3/25/2016) How to Reach Potential Customers Newspapers Advantages:  Most are local  Little technical skill required  Short time between ad copy and print Disadvantages  Ad might not be read or seen  Short life Cycle  Poor Reduction Quality Local & cable TV Advantages:  Reach full price shopper  Great image builder  Powerful tool for generating higher sales Disadvantages  *Expensive, may hurt budget  *competition is high for viewer’s attention Magazines (periodicals) Advantages:  Better reproduction quality  Longer life span  Some customers buy for ad content  Interactive trend. Disadvantages  Long lead time  Can’t run price breaks or very sensitive ads Direct Mail Advantages:  Target message to particular group  Bulk drops by zip code  Easily measured for feedback. Disadvantages:  Expensive per contact for message delivered  Reaching target market depends on quality of mailing list  May be viewed as spam mail Internet Advantages:  Information on demand,  Relatively low-cost ,  Wide potential audience,  Interactive sales opportunity. Disadvantages:  Technical expertise  Maintaining Freshness  Assuring “Hits”  Spam  Federal Regulations: “ Native Advertising” Guest Speaker 03/23/2016  Guest Speaker no in class information Adverting and Promotion 03/21/2016 Types of Promotion: 1. Advertising- Paid, nonpersonal communication through various media by organization or individuals who hopes to persuade the individual in a particular audience 2. Sales promotions-marketing efforts that last for a limited amount of time to convince shoppers to make a purchase. 3. Social Media- electronic information technologies that create social interaction between individuals. 4. Publicity- Free advertisement for a company that is generally in a form of some media. 5. Personal selling- personal interactions with a customer with a purpose to make a sell. Promotional objectives Long term objective Short term objectives  Create a positive store Image * Attract new customers  Public service Promotion * Increase patronage of existing customers Planning a Promotional Campaign: 1. Selecting objectives 2. Budgeting 3. Design 4. ID Media 5. Schedule 6. Evaluation


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