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Material Type: Notes; Professor: Cain; Class: Retail Merchandising; Subject: Marketing; University: Solano Community College; Term: Unknown 1989;
Typology: Study notes
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CHAPTER 19 – “Promotional Strategy” o Retail promotion , p. 568 – “…includes any communication by a retailer that informs, persuades, and / or reminds the target market about any aspect of that firm.” o Elements of the retail promotional mix , p. 568: advertising, public relations (PR), personal selling, and sales promotion. o Advertising , p. 568 – “…paid, non-personal communication transmitted through out- of-store mass media (newspapers, radio, TV, the Web, outdoor billboards, and other mass channels) by an identified sponsor.” o Objectives of advertising, p. 571
Pubic relations (PR) , p. 575 – “…entails any communication that fosters a favorable image for the retailer among its publics (consumers, investors, government, channel members, employees, and the general public).” o Objectives of PR, p. 576:
Rev. 11/15/07pfc