Retailer Advertising and Retail Advertising in the U.K

Article Abstract:

Radical changes in the United Kingdom's socio-economic conditions have caused changes in distribution which in turn has intensified price and non-price competition. The dramatic rise in the level of retail advertising is primarily attributed to the shift in promotional funds from the manufacturer to the retailer. Advertising, i.e., non- price competition is being used to supplement and/or replace more traditional forms of non-price competition, such as personal services. Retailer advertising and other forms of promotion are being used to fight the distribution changes which have made it more difficult to achieve brand loyalty, thereby reducing costs.

Prices, Brand choice

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Consumer response to coupon advertising

Article Abstract:

A study on the effects of coupon advertising on consumer behavior and brand-loyalty shows that the campaign is highly effective in influencing consumers loyal to a particular brand to try out a new brand product. Using Korean housewives as subjects, coupon advertising is affirmed as an effective tool to introduce a new product into a foreign market, influencing the subjects' attitudes toward ordinary advertising and buying preferences.

Advertising and Related Services, Consumer Advertising, Social aspects, Research, Housewives, Korea, Coupons (Retail), Discount coupons

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