Transcript What features should a retailer promote in its ads for national

1. What features should a retailer promote in its ads for national
branded products? Are these the same features that should be
promoted by the retailer for its private-label products?
4. What do you think is the most important short-term objective for
a retailer: increase patronage from existing customers or
attracting new customers? Explain the reasoning behind your
answer.
7. Some retailers decline a vendor’s offer of cooperative advertising;
is this smart? After all, aren’t they passing up “free” money?
What features should a retailer promote in its ads for national
branded products? Are these the same features that should be
promoted by the retailer for its private-label products?
• P. 395
• Retailers should promote that the product is available,
that it has a good price, or that the store has good
services. The manufacturer promotes why people
should buy the product, the retailer needs to promote
reasons to buy the product at their store.
• In the case of a private label product, the focus should
be different. Often a price difference exists.
Sometimes the product is better than the national. In
all cases, communications should focus on why the
product should be purchased from the retailer – and
the benefits of a private label should be emphasized as
well.
What do you think is the most important short-term objective for
a retailer: increase patronage from existing customers or attracting
new customers? Explain the reasoning behind your answer.
• P. 397
• What are you doing for each? (simple, but
don’t make me assume you know)
• Then, after you tell me what the focus of each
is, why is one more important?
• Could it depend? And what would it depend
on?
Some retailers decline a vendor’s offer of cooperative
advertising; is this smart? After all, aren’t they passing up “free”
money?
• Begins p. 404
• If they’re asking you to do something you
don’t believe will benefit you – might pass on
it.
• What are reasons to take? What are reasons
not to take it?