January 2005
Intermediate to advanced
232 pages
5h 35m
English
Content preview from Smarter Pricing: How to capture more value in your market
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10. Communicating prices – creating positive perceptions
Price communications are normally deal-focused. New low prices are broadcast. Starbursts in advertisements promise higher discounts and price is highlighted as the reason to buy. Marketing Magazine provides a monthly analysis of UK consumer recall of advertisements, known as Presswatch. This chart is often topped by a price-led advertiser. An example comes from the white goods retailer Currys, which is rarely out of the top five. Press adverts by Currys have a consistent formula: busy with numerous small illustrations of products overlaid with prices and savings, offers of extended credit and time-limited exclusive offers.
This simple strategy suits price-led discounters. But it puts pressure ...
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