Retailers develop and implement communication programs to build appealing brand images, attract customers to stores and Internet sites, and encourage customers to buy merchandise. The communication program informs customers about the retailer as well as the merchandise and services it offers and plays a role in developing repeat visits and customer loyalty. Communication programs can have both long$-$ and short$-$term effects on a retailer's business. From a long$-$term perspective, communication programs can be used to create and maintain a strong, differentiated image of the retailer. Retailers also use communication programs to realize the short$-$term objectives of increasing sales during a specified time period.

For any communications campaign to succeed, the firm must deliver the right message to the right audience through the right media, with the ultimate goal of profiting from long$-$term customer relationships rather than just short$-$term transactions. Reaching the right audience is becoming increasingly more difficult as the media environment grows more complicated. No single type of media is necessarily better than another. The goal of a retail communication strategy is to use the media in conjunction so that the sum exceeds the total of the individual media types.

Match the example to the communication method.

Direct marketing messages sent through wireless devices such as cell phones.

A brochure, catalog, advertisement or other printed material mailed to the customer.

A retailer offers a $25\%$ discount on a popular item. This message is delivered through the internet and newspaper.

Twitter, YouTube, Facebook

Kohl's offers a $$10$ Visa card when a completed form and the UPC from a box of a purchased mini crock pot is malled in to the manufacturer.

COM$$nUNICATION $$NETHOD

DIRECT MAIL

MOBILE MARKETING

SOCIAL MEDIA

COUPONS

PREMIUMS

EXAMPLE