Retail Advertising - UK - September 2003: Contents

- Definitions
- NS data
- Nielsen Media Research
- Consumer research
- Socio-economic group
- Lifestage and Special Groups
- ACORN
- Trade research
- Abbreviations

- Retailers growing in importance as clients to the advertising industry
- Retail sales growing faster than retailer adspend
- Adspend growth erratic in review period
- Opticians and furniture retailers have the highest A:S ratios
- Furniture retailers the highest-spending category
- Press losing ground to TV and outdoor
- Retail advertisers spend differently
- Direct mail a growing factor
- Big spenders keep on spending
- Factors affecting consumer awareness of and exposure to advertising
- TV has universal reach…
- …increased numbers of multichannel households leading to fragmentation
- Press advertising under pressure because readership of national newspapers in decline…
- …and retailers’ house magazines have wider reach than consumer titles
- Radio, cinema and outdoor each have claims for greater share of spend
- Consumers indicate possibility of growing cynicism about advertising
- Consumer recall of food retailers’ advertising
- Consumer recall of non-food retailers’ advertising
- Consumer attitudes towards advertising
- Issues in retail advertising
- Trends in retailer adspend likely to be static but outlook very mixed
- Effectiveness of spend is critical in choice of media
- Issues in direct mail and use of loyalty card information
- Take-up of new media
- Issues in style and content of advertising
- Most-admired retailer campaigns
- Least-admired campaigns
- Future and conclusions
- Consumer pull or retailer push?
- In adversity: advertise
- But high adspend can lead to commercial success
- Effectiveness of advertising is of paramount importance
- Advertising a powerful influence on consumers…
- …but there is a danger of contributing to cynicism of advertising
- Are award-winning campaigns effective?
- Is targeting as effective as it could be?
- Below-the-line communications increasing in importance…
- …likely to be adverse impact on above-the-line
- Prospects for 2003

- - Total advertising expenditure by all advertisers, 1998-2002
  - Total advertising expenditure by all retail advertisers, 1998-2002
  - Total advertising expenditure by all retail traders, 1998-2002
  - Summary of main media advertising, by product category, at rate card cost, 1998-2002
- Telecommunications and computing
- - Advertising expenditure by telecommunications companies and computer companies, 1998-2002
- Retail advertising expenditure and retail sales
- - Total retail sales, 1998-2002
  - Advertising expenditure to total retail sales, 1998-2002
  - Advertising expenditure to total retail sales, by sector, 1998-2002
- Retail sector analyses – summary trends
- - Summary of advertising expenditure, by sector, 1998-2002
  - Summary of advertising expenditure, by sector, 1998-2002
- Use of media
- - Use of media by retail and all advertisers, 1998 and 2002
  - Advertising expenditure, by type of media, 1998 and 2002
  - Retailer spend as a proportion of total expenditure, by type of media, 1998 and 2002
- Direct mail
- - Direct mail expenditure, by selected retail categories, 1999-2002
- Top 25 retail advertisers
- - Top 25 retail advertisers, by expenditure, 2000-02
  - Top 25 retail advertisers relative to total expenditure, 2000-02
- Top ten retail creative agencies
- - Top ten retail creative advertising agencies, 2002
  - Top 25 retail advertisers, by agency, 2002
- Conclusions and implications
- - Annual increase in retail sales and retailer advertising expenditure, 1998-2002

- Trends in advertising spend
- - Furniture and furnishings retailers, advertising expenditure, 1998-2002
- Trends in sector sales
- - Furniture and furnishings retailers, retail sales, 1998-2002
- Advertising to sales ratio
- - Furniture and furnishings retailers, advertising to sales ratio, 1998-2002
- Use of media
- - Furniture and furnishings retailers, advertising expenditure, by media, 1998-2002
- Direct mail
- - Furniture retailers expenditure on direct mail, 1999-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- DFS
- - DFS sales and advertising expenditure, 1998-2002
  - DFS advertising expenditure, by media, 1998-2002
- MFI
- - MFI sales and advertising expenditure, 1998-2002
  - MFI advertising expenditure, by media, 1998-2002
- Courts
- - Courts sales and advertising expenditure, 1998-2002
  - Courts advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising expenditure
- - Supermarket and grocery chains, advertising expenditure, 1998-2002
- Trends in sector sales
- - Non-specialist food retailers, retail sales, 1998-2002
- Advertising to sales ratio
- - Supermarket and grocery chains, advertising to sales ratio, 1998-2002
- Use of media
- - Supermarket and grocery chains advertising expenditure, by media, 1998-2002
- Direct mail
- - Supermarkets and grocery chains expenditure on direct mail, 1999-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Sainsbury’s
- - J Sainsbury sales and advertising expenditure, 1998-2002
  - Sainsbury’s advertising expenditure, by media, 1998-2002
- Tesco
- - Tesco sales and advertising expenditure, 1998-2002
  - Tesco advertising expenditure, by media, 1998-2002
- Asda
- - Asda sales and advertising expenditure, 1998-2002
  - Asda advertising expenditure, by media, 1998-2002
- Iceland
- - Iceland sales and advertising expenditure, 1998-2002
  - Iceland advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Department and variety stores advertising expenditure, 1998-2002
- Trends in sector sales
- - Non-specialist non-food retailers, retail sales, 1998-2002
- Advertising to sales ratio
- - Department and variety stores, advertising to sales ratio, 1998-2002
- Use of media
- - Department and variety stores, advertising expenditure, by media, 1998-2002
- Direct mail
- - Department and variety stores expenditure on direct mail, 1999-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Woolworths
- - Woolworths sales and advertising expenditure, 1998-2002
  - Woolworths advertising expenditure, by media, 1998-2002
- Marks & Spencer
- - Marks & Spencer sales and advertising expenditure, 1998-2002
  - Marks & Spencer advertising expenditure, by media, 1998-2002
- Argos
- - Argos sales and advertising expenditure, 1998-2002
  - Argos advertising expenditure, by media, 1998-2002
- Debenhams
- - Debenhams sales and advertising expenditure, 1998-2002
  - Debenhams advertising expenditure, by media, 1998-2002
- Co-op
- - Co-op advertising expenditure, by media, 1998-2002
- House of Fraser
- - House of Fraser sales and advertising expenditure, 1998-2002
  - House of Fraser advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - DIY stores advertising expenditure, 1998-2002
- Trends in sector sales
- - DIY stores, retail sales, 1998-2002
- Advertising to sales ratio
- - DIY stores, advertising to sales ratio, 1998-2002
- Use of media
- - DIY stores advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- B&Q
- - B&Q sales and advertising expenditure, 1998-2002
  - B&Q advertising expenditure, by media, 1998-2002
- Homebase
- - Homebase sales and advertising expenditure, 1998-2002
  - Homebase advertising expenditure, by media, 1998-2002
- Focus DIY
- - Focus DIY advertising expenditure, by media, 1998-2002
- Magnet
- - Magnet advertising expenditure, by media, 1998-2002
- Wickes
- - Wickes advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Electrical goods retailers, advertising expenditure, 1998-2002
- Trends in sector sales
- - Electrical goods retailers, retail sales, 1998-2002
- Advertising to sales ratio
- - Electrical goods retailers, advertising to sales ratio, 1998-2002
- Use of media
- - Electrical goods retailers, advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Currys
- - Currys sales and advertising expenditure, 1998-2002
  - Currys advertising expenditure, by media, 1998-2002
- Comet
- - Comet sales and advertising expenditure, 1998-2002
  - Comet advertising expenditure, by media, 1998-2002
- Dixons
- - Dixons sales and advertising expenditure, 1998-2002
  - Dixons advertising expenditure, by media, 1998-2002
- Powerhouse
- - Powerhouse sales and advertising expenditure, 1998-2002
  - Powerhouse advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Chemists and drugstores advertising expenditure, 1998-2002
  - Chemists and drugstores (excluding Boots) advertising expenditure, 1998-2002
- Trends in sector sales
- - Chemists and drugstores, retail sales, 1998-2002
- Advertising to sales ratio
- - Chemists and drugstores, advertising to sales ratio, 1998-2002
- Use of media
- - Chemists and drugstores advertising expenditure, by media, 1998-2002
  - Chemists and drugstores (excluding Boots) advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Boots
- - Boots sales and advertising expenditure, 1998-2002
  - Boots advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Clothing and footwear retailers, advertising expenditure, 1998-2002
- Trends in sector sales
- - Clothing and footwear retailers, retail sales, 1998-2002
- Advertising to sales ratio
- - Clothing and footwear retailers, advertising to sales ratio, 1998-2002
- Use of media
- - Clothing and footwear retailers, advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Gap
- - Gap advertising expenditure, by media, 1998-2002
- Hennes
- - Hennes sales and advertising expenditure, 1998-2002
  - Hennes advertising expenditure, by media, 1998-2002
- French Connection
- - French Connection sales and advertising expenditure, 1998-2002
  - French Connection advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Opticians advertising expenditure, 1998-2002
- Trends in sector sales
- - Consumer expenditure on optical products, 1998-2002
- Advertising to sales ratio
- - Opticians advertising to expenditure ratio*, 1998-2002
- Use of media
- - Opticians advertising expenditure, by media, 1998-2002
- Direct mail
- - Opticians expenditure on direct mail, 1999-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Specsavers
- - Specsavers sales and advertising expenditure, 1998-2002
  - Specsavers advertising expenditure, by media, 1998-2002
- Vision Express
- - Vision Express sales and advertising expenditure, 1998-2002
  - Vision Express advertising expenditure, by media, 1998-2002
- Boots Opticians
- - Boots Opticians sales and advertising expenditure, 1998-2002
  - Boots Opticians advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Music and video stores advertising expenditure, 1998-2002
- Trends in sector expenditure
- - Consumer expenditure on music and video in-home entertainment products, 1998-2002
- Advertising to expenditure ratio
- - Music and video stores, advertising to expenditure ratio*, 1998-2002
- Use of media
- - Music and video stores advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- HMV
- - HMV sales and advertising expenditure, 1998-2002
  - HMV advertising expenditure, by media, 1998-2002
- Virgin
- - Virgin advertising expenditure, by media, 1998-2002
- Blockbuster
- - Blockbuster sales and advertising expenditure, 1998-2002
  - Blockbuster advertising expenditure, by media, 1998-2002
- MVC
- - MVC sales and advertising expenditure, 1998-2002
  - MVC advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Shopping centres advertising expenditure, 1998-2002
- Space under management
- - Growth of shopping centres, 1998-2002
- Use of media
- - Shopping centres advertising expenditure, by media, 1998-2002
- Share of expenditure by location
- - Share of sector advertising spend, by leading locations, 1998-2002
- Conclusions and implications

- Trends in advertising spend
- - Booksellers and stationers, advertising expenditure, 1998-2002
- Trends in sector sales
- - Booksellers and stationers, retail sales, 1998-2002
- Advertising to sales ratio
- - Booksellers and stationers, advertising to sales ratio, 1998-2002
- Use of media
- - Booksellers and stationers, advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- WH Smith
- - WH Smith sales and advertising expenditure, 1998-2002
  - WH Smith advertising expenditure, by media, 1998-2002
- Waterstone’s
- - Waterstone’s sales and advertising expenditure, 1998-2002
  - Waterstone’s advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Sports and leisure retailers, advertising expenditure, 1998-2002
- Trends in sector expenditure
- - Consumer expenditure on sports goods, 1998-2002
- Advertising to expenditure ratio
- - Sports and leisure goods, advertising to expenditure ratio*, 1998-2002
- Use of media
- - Sports and leisure advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- JJB Sports
- - JJB Sports sales and advertising expenditure, 1998-2002
  - JJB Sports advertising expenditure, by media, 1998-2002
- JD Sports
- - JD Sports sales and advertising expenditure, 1998-2002
  - JD Sports advertising expenditure, by media, 1998-2002
  - First Sport advertising expenditure, by media, 1998-2002
- Allsport
- - Allsport sales and advertising expenditure, 1998-2002
  - Allsport advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Jewellers advertising expenditure, 1998-2002
- Trends in consumer expenditure
- - Consumer expenditure on jewellery products, 1998-2002
- Advertising to expenditure ratio
- - Jewellers, advertising to expenditure ratio*, 1998-2002
- Use of media
- - Jewellers advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Signet Group
- - Signet sales and advertising expenditure, 1998-2002
  - H Samuel advertising expenditure, by media, 1998-2002
  - Ernest Jones advertising expenditure, by media, 1998-2002
- Other leading retailers
- Conclusions and implications

- Trends in advertising spend
- - Toy retailers advertising expenditure, 1998-2002
- Trends in sector sales
- - Consumer expenditure on toys and games, 1998-2002
- Advertising to expenditure ratio
- - Toys and games advertising to expenditure ratio*, 1998-2002
- Use of media
- - Toy retailers advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Toys ‘R’ Us
- - Toys ‘R’ Us sales and advertising expenditure, 1998-2002
  - Toys ‘R’ Us advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Garden centres advertising expenditure, 1998-2002
- Trends in sector sales
- - Consumer expenditure on garden products, 1998-2002
- Advertising to expenditure ratio
- - Garden centres advertising to expenditure ratio*, 1998-2002
- Use of media
- - Garden centres advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- Wyevale
- - Wyevale sales and advertising expenditure, 1998-2002
  - Wyevale advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Trends in advertising spend
- - Off-licences advertising expenditure, 1998-2002
- Trends in sector sales
- - Off-licences, retail sales, 1998-2002
- Advertising to sales ratio
- - Off-licences advertising to sales ratio, 1998-2002
- Use of media
- - Off-licences advertising expenditure, by media, 1998-2002
- Share of expenditure by retailer
- - Share of sector advertising spend, by leading retailers, 1998-2002
- First Quench
- - First Quench sales and advertising expenditure, 1998-2002
  - First Quench advertising expenditure, by media, 1998-2002
- Other leading advertisers
- Conclusions and implications

- Commercial TV viewing habits
- - Trends in penetration of TV and video ownership, 1998-2002
  - TV viewing habits, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - ‘Fast forward through the adverts when watching videos’, by gender, 1998-2002
- Access to new television channels
- - Trends in penetration of DTH satellite TV, 1998-2002
  - Characteristics of those with access to satellite or cable TV, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Weekly satellite and cable TV watching, 2002
- Use of print media – newspapers
- - National newspapers, copies sold per annum, 1996-2001
  - Characteristics of those reading newspapers, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
- Use of print media – consumer magazines
- - Women’s magazine readership, 1998-2002
  - Women’s magazine readership, by demographic sub-group and lifestage, 2002
  - Purchasing patterns for men’s magazines, 1998-2002
- Awareness of adverts in print media
- - ‘Rarely notice adverts in newspapers and magazines’, by gender, 1998-2002
  - ‘Always look in local paper when bargain-hunting’, by gender, 1998-2002
- Radio listening habits
- - Commercial radio reach and hours listened, 1996 and 2001
  - ‘Often notice advertisements on radio’, by gender, 1998-2002
- Cinema-going
- - Trends in cinema-going, 1998-2002
- The great outdoors
- - Numbers of poster sites, 1998 and 2002
  - ‘Often notice poster adverts’, by gender, 2000 and 2002
- General attitudes towards advertising
- Men
- - Attitudes towards advertising – men, 2002
- Women
- - Attitudes towards advertising – women, 2002
- Children aged 7-10
- - Attitudes towards advertising – children aged 7-10, 2003
- Children aged 11-14
- - Attitudes towards advertising – children aged 11-14, 2003
- Children 15-19
- - Attitudes towards advertising – children aged 15-19, 2003
- Conclusions and implications

- Recall of food retailers’ advertising
- - Grocery retailers’ advertising recall, June 2003
  - Grocery retailers’ advertising recall, 1998 and 2003
  - Recall of grocery retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Recall of grocery retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
- Influence of TV viewing
- - Recall of grocery retailers’ advertising, by retailer, by TV viewing habits, June 2003
  - Recall of grocery retailers’ advertising, by retailer, by TV viewing habits, June 2003
- Influence of newspapers
- - Recall of grocery retailers’ advertising, by retailer, by newspaper readership, June 2003
  - Recall of grocery retailers’ advertising, by retailer, by newspaper readership, June 2003
- Recall of non-food retailers’ advertising
- - Non-food retailers’ advertising recall, June 2003
  - Non-food retailers’ advertising recall, 1998 and 2003
- DIY retailers
- - Recall of DIY retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Recall of DIY retailers’ advertising, by retailer, by TV viewing habits, June 2003
  - Recall of DIY retailers’ advertising, by retailer, by newspaper readership, June 2003
- Chemists and drugstores
- - Recall of chemists and drugstores’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Recall of Chemists and drugstores’ advertising, by retailer, by TV viewing habits, June 2003
  - Recall of Chemists and drugstores’ advertising, by retailer, by newspaper readership, June 2003
- Furniture retailers
- - Recall of furniture retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Recall of furniture retailers’ advertising, by retailer, by TV viewing habits, June 2003
  - Recall of furniture retailers’ advertising, by retailer, by newspaper readership, June 2003
- Electrical goods retailers
- - Recall of electrical goods retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Recall of electrical goods retailers’ advertising, by retailer, by TV viewing habits, June 2003
  - Recall of electrical goods retailers’ advertising, by retailer, by newspaper readership, June 2003
- Mixed goods retailers
- - Recall of mixed goods retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Recall of mixed goods retailers’ advertising, by retailer, by TV viewing habits, June 2003
  - Recall of mixed goods retailers’ advertising, by retailer, by newspaper readership, June 2003
- Clothing retailers
- - Recall of clothing retailers’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Recall of clothing retailers’ advertising, by retailer, by TV viewing habits, June 2003
  - Recall of clothing retailers’ advertising, by retailer, by newspaper readership, June 2003
- Department stores
- - Recall of department stores’ advertising, by retailer, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Recall of department stores’ advertising, by retailer, by TV viewing habits, June 2003
  - Recall of department stores’ advertising, by retailer, by newspaper readership, June 2003
- Conclusions and implications

- - Perceptions of retail advertising, June 2003
  - Perceptions of retail advertising, 1998 and 2003
- Retail advertising as information provider
- - Perceptions of informative function of retail advertising, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
  - Perceptions of informative function of retail advertising, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
- Influence of TV viewing
- - Perceptions of informative function of retail advertising, by TV viewing habits, June 2003
  - Perceptions of informative function of retail advertising, by TV viewing habits, June 2003
- Influence of newspaper readership
- - Perceptions of informative function of retail advertising, by newspaper readership, June 2003
  - Perceptions of informative function of retail advertising, by newspaper readership, June 2003
- Retail advertising’s effect on shopper behaviour
- - Influence of retail advertising on behaviour, by demographic sub-group, lifestage, Mintel’s Special Groups and ACORN categories, June 2003
- Influence of TV viewing habits
- - Influence of retail advertising on behaviour, by TV viewing habits, June 2003
- Influence of newspaper readership
- - Influence of retail advertising on behaviour, by newspaper readership, June 2003
- Perceptions of advertising – grocery shoppers
- - Perceptions of retail advertising, by recall of grocery retailers’ advertising, June 2003
  - Perceptions of retail advertising, by recall of grocery retailers’ advertising, June 2003
  - Perceptions of retail advertising, by recall of grocery retailers’ advertising, June 2003
- Perceptions of advertising – non-food shoppers
- DIY goods retailers
- - Perceptions of retail advertising, by recall of DIY goods retailers’ advertising, June 2003
- Chemists and drugstores
- - Perceptions of retail advertising, by recall of chemist and drugstore retailers’ advertising, June 2003
- Electrical goods retailers
- - Perceptions of retail advertising, by recall of electrical goods retailers’ advertising, June 2003
- Furniture and furnishings retailers
- - Perceptions of retail advertising, by recall of furniture and furnishings retailers’ advertising, June 2003
- Mixed goods and variety goods retailers
- - Perceptions of retail advertising, by recall of mixed and variety goods retailers’ advertising, June 2003
- Clothing retailers
- - Perceptions of retail advertising, by recall of clothing retailers’ advertising, June 2003
- Department stores
- - Perceptions of retail advertising, by recall of department store retailers’ advertising, June 2003
- Conclusions and implications

- Trends in retailer advertising spend
- Trends in use of media
- Issues in TV advertising
- Issues in newspaper advertising
- Issues in magazine advertising
- Issues in radio advertising
- Issues in outdoor advertising
- Issues in direct mail and use of loyalty card information
- Growth in use of in-store media
- Take-up of new media
- Media mix in campaign strategy
- Issues in style and content of advertising
- Most-admired retailer campaigns
- Least-admired campaigns

- Consumer pull or retailer push?
- - Trends in adspend among 53 key retail advertisers, 1998-2002
  - Adspend growth compared to retail sales growth (or consumer expenditure growth), by category, 1998-2002
- In adversity: advertise
- But high adspend can lead to commercial success
- Effectiveness of advertising is of paramount importance
- - Grocery retailers’ advertising recall to expenditure ratio, 2002
  - Non-food retailers’ advertising recall to expenditure ratio, 2002
- Advertising a powerful influence on consumers…
- …but there is a danger of contributing to cynicism of advertising
- Are award-winning campaigns effective?
- Is targeting as effective as it could be?
- Below-the-line communications increasing in importance…
- …likely to be adverse impact on above-the-line
- Prospects for 2003
- - Advertising expenditure, by retail category, January to June 2002 and 2003

Retail Advertising - UK - September 2003

Table of Contents

Introduction and Abbreviations

Executive Summary

Advertising Expenditure Trends

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

Factors Affecting Consumer Awareness of and Exposure to Advertising

Consumer Recall of Retail Advertising

Consumer Attitudes Towards Advertising

Issues in Retail Advertising

Future and Conclusions