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What Are The Major Functions Of Retail Advertising?

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Mehreen Misbah Profile
Mehreen Misbah answered
Retail advertising is a broad range of eclectic activities that is targeted at various target markets in various dimensions. The first category of retail advertising is co-operative advertising, which is a joint effort by the manufacturer and the retailer that is done to generate brand awareness regarding the product of the manufacturer as well as the outlet owned by the retailer. Then comes retail advertising that concentrates on retail outlets that have a large specialty in some exclusive area of products or services.

It could be done on a local, domestic, national or international level and it is accomplished by convincing the customer that this retail outlet would fulfill all your needs relevant to a specific product or service category. The third category of retail advertising is non-store retailing that does not involve the traditional shopping experience. In fact it is characterized by direct selling or direct marketing that involves door-to-door selling as well as catalog selling. It is a fresh experience for buyers who are tired of going through the pain of visiting a store to shop for goods.

The last and most recently introduced retail advertising category is online retailing. This category exclusively focuses the web where consumers order the products and those products are delivered to them at their doorstep. Although this category is relatively expensive nevertheless it is the most convenient one.
Mehreen Misbah Profile
Mehreen Misbah answered
Retail advertising takes place on national, international as well as local levels. The local retail advertising is meant for people who live in the proximity of the outlet and is usually done on a smaller scale as compared to national and international retail advertising. As far as the functions of retail advertising are concerned, there are a great many functions, some of which are explained below.

The first function of retail advertising revolves around the prospect of generating sales of products and / or services. Although the retailer is craving the popularity of his retail outlet, the objective that builds in relation to the erstwhile rationale is the generation of sales. Then another factor that retail advertising aims at is to generate a profuse store traffic. This, in turn, would ignite the prospect of referral and recommendation, which would increase the customer base for the retail outlet. Another function of the retail advertising is the delivery of sales promotion messages from various manufacturers. However the most important function of retail advertising is to establish and communicate the brand image of the retail outlet by creating a retail brand that harmonizes with the target market.

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