Advertising and Promotion
1.What are the four basic components of the retailer's promotion mix and discuss how they are related to other retailer decisions?
2.What are the differences between a retailer's long-term and short-term promotional objectives?
3.What six steps are involved in developing a retail advertising campaign?
4.How do retailers manage their sales promotion and publicity?
5.Describe the three methods available to the retailer for determining the amount to spend on advertising?