MAT 114 Study Guide - Final Guide: Target Market, Planogram, Customer Relationship Management

• School: University of Kentucky
• Department: Merchandising, Apparel and Textiles
• Course: MAT 114
• Professor: Avery Malone

Document Summary

Advertising: paid, non-personal communication through various media, business identified in the advertising message, inform/persuade a particular audience. Premiums: extra items offered to the customer when purchasing a promoted project. Publicity: a non-paid for communication of information about the company or product, generally in some media form. Advertising objectives: age of the store, store location, type of merchandise, competition, size of trading area, supplier support. Examples: make customers aware you offer the lowest price, increase traffic during slow affordable method: determines the amount of money to spend on campaign sales periods. Co-op campaign: manufactures and other retailers pay part or all of cost of the campaign. Horizontal cooperative advertising: two or more retailers band together to share the cost of advertising and both parties benefit ex. Retail advertisements must accomplish 3 goals: attract and retain information, achieve objective of advertising strategies, avoid errors, especially legal ones. Slice of life: depicts consumer in everyday settings.