Marketing Management, 16th Edition

Communications

Retailers use a wide range of communication tools to generate traffic and purchases. They place ads, run special sales, issue money-saving coupons, send e-mail promotions, present frequent-shopper reward programs and in-store food sampling, and put coupons on shelves or at check-out points. Retailers work with manufacturers to design point-of-sale materials that reflect both their images. They time the arrival of their e-mails and design them with attention-grabbing subject lines, animation, and personalized messages and advice.

Retailers also use interactive and social media to pass on information and create communities around their brands. They study the way consumers respond to their e-mails, not only where and how messages ...