Effectiveness of various advertising strategies.
Retailers
use various advertising strategies to attract and retain customers,
such as price promotions, sales, and emotional appeals. Price
promotions are used to attract price-sensitive customers, increase
foot traffic, and stimulate impulse purchases (Wang and etc., 2019;
Carah and etc., 2022). Sales are used to create urgency and a sense
of scarcity, encouraging customers to make purchases before the
sale ends (Wang and etc., 2019; Carah and etc., 2022). Emotional
appeals, such as fear, humor, and nostalgia, have been found to be
effective in creating brand awareness, increasing engagement, and
driving sales (Karray and etc., 2022; Bartholomew, 2022). However,
the effectiveness of these strategies is dependent on various factors,
such as the type of product, the target audience, and the timing and
frequency of the promotions (Wang and etc., 2019; Carah and etc.,
2022; Schlangenotto and etc., 2018).
Impact of technological advancements on advertising
channels and formats.
Technological advancements have
significantly transformed the retail advertising landscape. Social
media, mobile devices, and virtual and augmented reality have
emerged as new advertising channels, enabling retailers to reach a
wider audience, personalize their advertising, and provide an
immersive experience to customers (Solberg and etc., 2020, Kim
and etc., 2021; Hess and etc., 2020; Morgan and etc., 2018; Barton
and etc., 2017). However, the effectiveness of these channels is
dependent on various factors, such as the target audience, the type
of product, and the advertising strategy used (Kim and etc., 2021;
Morgan and etc., 2018; Mills and etc., 2018; Zhuang, 2021).
Moreover, technological advancements have led to the emergence
of new advertising formats, such as video advertising and influencer
marketing, which have been found to be effective in creating brand
awareness and driving sales (Kalyanam and etc., 2018; Kalyanam
and etc., 2018; Mendez-Suarez and etc., 2020; Jansen and etc., 2011).
However, the effectiveness of these formats is dependent on various
factors, such as the authenticity of the influencer, the relevance of
the content, and the level of engagement of the audience (Kalyanam
and etc., 2018; Mendez-Suarez and etc., 2020; Jansen and etc., 2011).
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