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Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- Acknowledgements
- Retail image
- Image and information advertising
- The customer/brand challenge
- Basic premise of strong brand (1)
- Basic premise of strong brand (2)
- How to make a strong brand
- Brand elements
- Logos and symbols
- Jingles
- Packaging
- Benefits of brand elements
- Core brand values
- Brand mantras
- Designing a brand mantra
- Traditional marketing for retailers
- Price
- Brand mindset
- Role of advertising and promotion (1)
- Role of advertising and promotion (2)
- Designing "communications" programs
- Consumer advertising and promotion
- B to B advertising and promotion
- Challenge
- Personalized marketing
- Experiential marketing
- Scent marketing
- Permission marketing
- Secondary associations
- Associating the brand's country of origin
- Co-branding
- Celebrity endorsement
- Sponsorships and events (1)
- Sponsorships and events (2)
- Summary
Topics Covered
- The challenges in retail advertising and promotion
- Branding and its implications on customers
- The use of advertising and promotion in forming customer relationships
- Specific discussion on the design of marketing programs and the alternative marketing tools and strategies
Talk Citation
Phau, I. (2009, February 25). Retail advertising and promotion [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 6, 2024, from https://doi.org/10.69645/NKYD1498.Export Citation (RIS)