Author Question: Explain the differences between a retailers long-term and short-term promotional ... (Read 115 times)

2125004343 · **on:** Jun 29, 2018

Explain the differences between a retailers long-term and short-term promotional objects.

Question 2

The decreasing number of immigrants is having a profound effect on the way retailers operate.

Indicate whether the statement is true or false

alexisweber49 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

A retailer's promotional objectives should be established to help improve both long- and short-term financial performance. Long-term or institutional advertising is an attempt by the retailer to gain long-term benefits by selling the store itself rather than the merchandise in it.
Retailers seeking long-term benefits generally have two long-term promotion objectives: creating a positive store image and promoting public service.
Short-term or promotional advertising attempts to bolster short-term performance by using product availability or price as a selling point. The two most common promotional objectives are (1) increasing the patronage of existing customers and (2) attracting new customers.

Answer to Question 2

F