Retail advertising has become substantially important over time by promoting goods/services, however further advertising the retail brand. A very common example would be junk mail magazines promoting products located in supermarkets, liquor, clothing, hardware, and audio/visual stores. In the large supermarket war, Coles' newest campaign has successfully truffled over Woolworth's in relation to loyalty cards; FlyBy's incorporated celebrity endorsement into their campaign of re-releasing the card, alongside offering more points when spending money and other royalties. Consumers desire to use these FlyBy's cards have now become brand loyal to Coles and let them track consumers purchases, to advertise products/services directly to them via email and letterbox drops.
The target audience is consumers who live close by to one or a few of the retail outlet(s). They see these ads on TV, in newspapers/magazines, or on the radio. The retailers desire is to reach the consumer in relation to specials they would like to take advantage of or release of new products. Leading to consumer purchase and creating further brand awareness.
Advertisement 1: Coles FlyBy's - Introducing My5 with Dawn French
About the ad:
In the relaunch of the loyalty card for Coles, Flyby's has enlisted celebrity Dawn French as the face of the campaign. The advertisement is comprised of French making what looks like a press conference announcing some of the new benefits of FlyBy's. In between shots of the press conference, French is seeing running around a Coles supermarket recommending discounts to shoppers.
Opinion
The ad is very successful. Others may not agree with me, however working in one of the businesses incorporated with FlyBy's. I see consumers always ensuring they have the card on them to collect points, some even suspend a transaction to get the card from their car. This advertisement, along with select others, have successfully relaunched the loyalty program and given consumers many more reasons to use the loyalty card and provide free consumer profiling to the large company.
Advertisement 2: JB Hi-Fi - Avatar Promotion
About the ad
Upon home release of the movie 'Avatar', JB Hi-Fi was offering a promotion involving consumers being rewarded with a new DVD or Blu Ray copy of the movie if they spent over $100 on CD's or DVD's. The print advert was found in magazines, newspapers, and outside/inside JB Hi-Fi stores.
Opinion
I feel that the advertisement would've proved to be successful as JB Hi-Fi has a very popular market involving low priced CD and DVD's (mostly in a 2 for $X deal), and now that these people can take advantage of a free copy of a new movie for spending over $100 sounds like a pretty good deal. As Avatar was very popular movie for it's visuals, and Blu Ray was a relatively new home video platform at the time providing the best visuals, the two tied in very successfully. I remember taking advantage of this offer when it came out.
Journaled Article
(2009) Semester D, Hu Y, Anderson E. Dynamics of Retail Advertising: evidence from a Field Experiment, Economic Inquiry, pages 482-499. Viewed 15th September 2013
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