The Role of Advertising in the Retail Marketing Mix

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Abstract
Over the past three decades the fundamental developments which have occurred in distribution in the UK as a result of legislative, organizational, technological and structural changes have stimulated many retailers to increase their advertising expenditure, which has become a substitute to some extent for more traditional ways of communicating with shoppers. This paper analyses and examines which retailers advertise, the media they employ and the underlying factors which have led to an increase in advertising expenditure in order to build up distinctive appeal, sales turnover and customer loyalty. An assessment is also made of how far manufacturers finance retailer advertising, and the effect of these contributions on their own advertising expenditure.

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