The report provides retailers and service companies with a detailed quantitative analysis of recent advertising trends together with an assessment of the factors behind the use of media and trends in spend by media within all the main retail categories. The report assesses through exclusive consumer research which retailers' advertising has the greatest impact on consumers. Additionally, research provides an insight into how consumer behaviour is affected by advertising by retailers and what consumers' general attitudes are towards retail advertising.
The report assesses key issues affecting the industry through feedback from both advertising agencies and retailers. Trade research is used to characterise why retailers spend the way they do and what the dynamics are of current and future expenditure levels and patterns. The impact of below-the-line, including direct mail, and influence of new media are also considered. Quantitative data are based on further analysis of Nielsen Media Research data for the period 1998-2002. Additional trend data covering the first quarter of 2003 are also included at category level.
The main themes of the report are:
- to quantify variations in levels of advertising within and between categories and to establish what, if any, connection exists between concentration of retail sales and the ratio of advertising expenditure to retail sales within sectors and by named retailers
- to assess any mis-match between the way consumers perceive advertising and the way that retailers use advertising
- to consider what impact use of below-the-line is having on above-the-line, especially whether increased use of direct mail by companies that have loyalty cards is having an effect on above-the-line spend
- to consider issues specific to the main media; TV, newspapers and magazines; radio and outdoor
- to assess the impact of new media on 'old' media.
Offering you new insight into the advertising trends of:
Furniture and furnishings retailers; Supermarkets and grocers; Department and variety stores; DIY stores; Electrical goods retailers; Chemists and drugstores; Clothing and footwear; retailers; Opticians; Music and video stores; Shopping centres; Booksellers and stationers; Sports and leisure; Jewellers; Toy retailers; Garden centres; Off-licences
Providing exclusive insight into:
- Factors affecting consumer awareness of and exposure to advertising
- Consumer recall of retail advertising
- Consumer attitudes towards advertising
- Issues in retail advertising
- The future of retailer advertising
