Merchandising

Merchandising is the methods, practices, and operations used to promote and sustain certain categories
of commercial activity. In the broadest sense, merchandising is any practice which contributes to the
sale of products to a retail consumer. At a retail in-store level, merchandising refers to the variety of
products available for sale and the display of those products in such a way that it stimulates interest and
entices customers to make a purchase.

In retail commerce, visual display merchandising means maximizing merchandise sales using product
design, selection, packaging, pricing, and display that stimulates consumers to spend more. This includes
disciplines in pricing and discounting, physical presentation of products and displays, and the decisions
about which products should be presented to which customers at what time.This annual cycle of
merchandising differs between countries and even within them, particularly relating to cultural customs
like holidays, and seasonal issues like climate and local sporting and recreation

Merchandising also varies within retail chains, where stores in places like Buffalo might carry
snowblowers, while stores in Florida and southern California might instead carry beach clothing and
barbecue grills all year. Coastal-area stores might carry water skiing equipment, while ones near
mountain ranges would likely have snow skiing and snowboarding gear if there are ski areas nearby.

Public relations

Public relations is the communication of a product, brand or business by placing information about it in
the media without paying for the time or media space directly.

The types of key tools available to carry out the public relations function include:

1. Media Relations
2. Media Tours
3. Newsletters
4. Special Events
5. Speaking Engagements
6. Sponsorships
7. Employee Relations
8. Community Relations and Philanthropy
Direct Marketing

Direct marketing is a form of advertising that reaches its audience without using traditional formal
channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the
consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and
street advertising.

Direct Advertising is a sub-discipline and type of marketing. There are two main definitional
characteristics which distinguish it from other types of marketing. The first is that it sends its message
directly to consumers, without the use of intervening commercial communication media. The second
characteristic is the core principle of successful Advertising driving a specific "call to action." This aspect
of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers
(known simply as "response" in the industry) regardless of medium.

If the advertisement asks the prospect to take a specific action, for instance call a free phone number or
visit a Web site, then the effort is considered to be direct response advertising.

Direct marketing is predominantly used by small to medium-size enterprises with limited advertising
budgets that do not have a well-recognized brand message. A well-executed direct advertising campaign
can offer a positive return on investment as the message is not hidden with overcomplicated branding.
Instead, direct advertising is straight to the point; offers a product, service, or event; and explains how
to get the offered product, service, or event.

Event Marketing

Event Marketing is marketing through events, where marketing is seen as central and the event is
considered the actual marketing tool. Event marketing is focusing on a target group and involves high
contact intensity. It turns a message into an event that can be experienced by the audience. Several
senses are engaged, which increases the chances to remember the experience and thereby also the
message. By using event marketing the media clutter can be penetrated, and through the meeting a
relationship can be established between the product or brand and its target group.3 Hence, the return
of event marketing is the personal meeting. During an event the company has exclusive access to the
customer for at least a few hours, with the media clutter (read competitors) eliminated.
Big Idea

Big ideas are fresh and provoking ideas that hold a viewer’s attention.They stimulate the mind and–
many times–stir the emotions. Big ideas are simple and easy to understand. They are not lists of
benefits. The Big Idea is the creative concept that becomes the foundation for all advertising platforms.
It's the engagement vehicle that takes an offer, a concept, a product, and allows for the mobilization to
the masses.

And since this idea is all about connecting, it has become commonplace for people in the industry to
associate idea creation with creative types and the agencies where they reside.

Comparative advertising

Comparative advertising, as a special form of advertising, is a sales promotion device that compares the
products or services of one undertaking with those of another, or with those of other competitors. All
comparative advertising is designed to highlight the advantages of the goods or services offered by the
advertiser as compared to those of a competitor. In order to achieve this objective, the message of the
advertisement must necessarily underline the differences between the goods or services compared by
describing their main characteristics. The comparison made by the advertiser will necessarily flow from
such a description.

Function of comparative advertising

Comparative advertising should enable advertisers to objectively demonstrate the merits of their
products. Comparative advertising improves the quality of information available to consumers enabling
them to make well-founded and more informed decisions relating to the choice between competing
products/services by demonstrating the merits of various comparable products. Based on this
information, consumers may make informed and therefore efficient choices. (These statements are true
only if the comparative advertising is objective.)

Comparative advertising which aims to objectively and truthfully inform the consumer promotes the
transparency of the market. Market transparency is also deemed to benefit the public interest as the
functioning of competition is improved resulting in keeping down prices and improving products.
Comparative advertising can stimulate competition between suppliers of goods and services to the
consumer's advantage.

Risks of comparative advertising

Comparisons between goods and services of different undertakings carry with them some significant
risks. There is a danger that once undertakings address the merits and inadequacies of competing goods
or services, they may be tempted to denigrate them or derive unfair advantages from such inaccurate
comparisons. Just like traditional forms of advertising, comparative advertising seeks to both assist the
development of the undertaking concerned and to inform consumers. Although both forms of
advertising seek to attract customers, in case of comparative advertising, commercial relationships may
be exposed to the constant threat of unfair practices.