February 16, 2007
Research on retail flyer publishing
As a retail marketing manager, I found it difficult to find information and advice about flyer advertising, despite the $20 billion spent on this form of advertising in North America. Anything I did not learn from watching colleagues, I had to suss out for myself.
That is the impetus behind our decision to launch a series of studies on current practices in the retail industry. Areas that will be covered over the course of this research include:
- Financial Management Processes
- Product Processes
- Creative & Production Processes
- Media Management & Distribution Processes
- In-Store Processes
Please click here for more detail on the topics included in each of these areas.
By carrying out studies on the current practices of the industry, we hope to develop a body of knowledge that will help current practitioners to improve their flyer programs and provide guidance to new publishers as they define their processes.Those who will be helped by this research will be individuals who find themselves in the same place I was: trying to stretch their advertising budget while meeting the demands of stakeholders ranging from the vendors who supply co-op advertising funds, to the store managers and franchisees (who are the direct link to customers).
If you would like to participate in the research or receive a copy of published reports, please send an email to retail@kingmarketing.ca
Posted by kenking at February 16, 2007 10:55 AM
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