Question

How can advertising, public relations, personal selling, and sales promotion complement each other for a retailer, especially a small, independent retailer?

Answer 1

Advertising, Public relations, Personal selling and Sales promotion complement each other for small independent retailer by informing, persuade and remind the target customers about the unique benefits of products and services which are existing in the market. Small independent retailers have low budget for marketing communication process. Retailers are who give their products and services directly to the consumers. Retailers have better chances of attracting customers so, they use different elements of promotional mix.

For example- retailers advertise the brand by putting banner of the product outside their shop and when loyal customers came they give them that product and customers buys it because of trust and their public relations for a long term and then they personally sell that product to customers. After that they tell them if they like that product then they tell others about it this is publicity and sales promotion.

For retailers all the elements of integrated marketing management complement each other and help in attracting large number of customers.