2. ELEMENTS OF RETAIL PROMOTIONAL MIX
Advertising is paid, non-personal
communication transmitted through out-of-store
mass media by an identified sponsor.4 aspects
of this definition merit clarification:
Out-of-store mass media
Lifting short-term sales
Increasing customer traffic
Developing and/or reinforcing a retail image
Informing customers about goods and services
and/or company attributes
Easing the job for sales personnel
Developing demand for private brands
A large audience is attracted.
The cost per viewer, reader,or listener are low.
A number of alternative media are available.
The retailer has control over message content,
graphics, timing, and size.
In print media, a message can be studied and
restudied by the target market.
Editorial content often surrounds an ad.
Self-service or reduced-service operations are
possible since a customer becomes aware of a
retailer and its offerings before shopping.
Standardized messages lack flexibility
Some media require large investments
Media may reach large geographic areas, and for
retailers, this may be wasteful.
Some media require a long lead time for placing
Some media have a high throwaway rate.
11. PUBLIC RELATIONS
Public relations entails any communication
that fosters a favorable image for the
retailer among its publics. it may be
Non personal or personal, paid or non paid and
sponsor controlled or non controlled.
Increase awareness of the retailer and its strategy
Maintain or improve the company image.
Show the retailer as a contributor to the
community’s quality of life.
Present a favorable message in a highly believable
Minimize total promotion costs.
An image can be presented or enhanced.
A more credible source presents the message.
There are no costs for message time or space.
A mass audience is addressed.
Carryover effects are possible.
People pay more attention to news stories than to
clearly identified ads.
Some retailers do not believe in spending any
funds on image-related communication.
There is little retailer control over a publicity
message and its timing, placement, and coverage
by a given medium.
It may be more suitable for short-run, rather than
Although there are no media costs for publicity,
there are costs for a public relations staff, planning
activities, and the activities themselves.
15. PERSONAL SELLING
Personal selling is the art of convincing the
prospects to buy the given products or services. It
is the wit act of persuasion. It is the ability to handle
the people to dandle the products. It is the ability to
convert human needs into wants.
Persuade customers to buy.
Stimulate sales of impulse items or product related
to customers’ basic purchases.
Complete customer transactions.
Feed back information to company decision
Provide proper levels of customer service.
Improve and maintain customer satisfaction.
Create awareness of the items also marketed
A salesperson can adapt a message to the needs
of the individual customer.
A salesperson can be flexible in offering ways to
address customer needs.
The attention span of the customer is higher than
There is less waste; most people who walk into a
store are potential customers.
Customers respond more often to personal selling
than to ads.
Immediate feedback is provided.
Only a limited number of customers can be handled
at a given time.
The costs of interacting with each customer can be
Customers are not initially lured into a store through
Self-service may be discouraged.
Some customers may view salespeople as
unhelpful and as too aggressive.
19. SALES PROMOTION
Sales promotion encompasses the paid
communication activities other than
advertising, public relations, and personal selling
that stimulate consumer purchases and dealer
It often has eye-catching appeal.
Themes and tools can be distinctive.
The consumer may receive something of
value, such as coupons or free merchandise.
It helps draw customer traffic and maintain loyalty
to the retailer.
Impulse purchases are increased.
Customers can have fun, particularly with
promotion tools such as contests and
It may be hard to terminate certain promotions
without adverse customer reactions.
The retailer’s image may be hurt if trite promotions
Frivolous selling points may be stressed rather than
the retailer’s product assortment, prices, customer
services, and other factors.
Many sales promotions have only short-term
It should be used mostly as a supplement to other
23. PLANNING A RURAL PROMOTIONAL
Determining promotional objectives
Establishing an overall promotional budget
Selecting the promotional mix
Implementing the promotional mix
Reviewing and revising the promotional plan
24. APPROPRIATE MEDIA
1.The financial allocation for advertising.
2.The nature of the product and the demand for
3. The type of prospects, their location and
4. The nature of competition and the extent of
5. Cost of media, co-operation and promotional
aids offered by media, media circulation.
25. CHARACTERISTICS OF IMPORTANT MEDIA
1. Mural Advertising
2. Press Advertising
3. Film Advertising
4. Radio Advertisement
5. Television Advertisement
6. Transit Advertising
7. Direct Mail
26. RURAL SPECIFIC MEDIA
1. Music CD’s
3. Folk Theater
4. Interpersonal Media
5. Group Meeting
6. House-to-House Campaign
7. Field Demonstrations:
8. AV Vans
9 Wall Paintings
27. CONSTRAINTS IN RURAL COMMUNICATION
1. Low Literacy Rate
2. Low Spending Capacity
3. Joint Families and Strong Kinship Ties
4. Linguistic and Socio-cultural Differences
5. Unique Media Habits
6. Situation Based Leisure Time Activities
7. Expensive Communication
8. Poor Infrastructure
9. Lack of Research Data
10. Selective Attention
33. METHODS OF DISTRIBUTION
1. Stockist’s Van / Company Owned
2. Hired Vehicles
3. Working by Independent Stockist
4. Selling Through Bullock Cart / Camel /
5. Appointment of Primary Dealers
6. Using Urban Wholesalers
34. PROBLEMS OF RURAL DITRIBUTION
1. Transportation Problems:)
2. Warehousing Problems:)
3. Communication Problems:
4. Non-Availability of Dealers:
5. Greater Dependence on Dealers
6. Higher Cost and Administrative
7. Poor Viability of Retail Outlets