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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Retail Advertising and Promotion

Brick and mortar retailers use every medium available to them—radio, television, print advertising, outdoor/transit, direct mail, and the Internet—to deliver their messages. They are adept at finding new ways to advertise and offer promotions. The ability to approach advertising diversely gives them an advantage because retailers in other channels often promote only within their channels.

Advertising's functions include awareness, preference, and direct sales. The concepts are the same whether advertising a store or a branded product. The goal is to gain store loyalty or brand conviction rather than merely brand familiarity. This is achieved through differentiation.

Advertising decisions are easier after you have ...

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