Retail Marketing and Branding: A Definitive Guide to Maximizing ROI, 2nd Edition

INDEX

A-brand 91, 94

above the line media (ATL) 121, 122, 127, 247, 248, 281

AC Nielsen 104, 122, 123

advertising

classical 248–62

content fit and creativity 252–5

cost of brand portfolio moves 85

digital display 280–2

effectiveness 258, 260

efficiency 258

evaluation and selection 257–61

intensity 260

media mix difference across industries/between countries 108–10

mobile 280–1

RCQ scores and 157

reported ad spend versus actual media cost 123

retailers' total spending by media type 110

spending by media channel in different industries 109

advertising agencies 261–2

affiliate marketing 286

AIDA model (attention, interest, desire, action) 42

art 6

balancing creativity with consistency 6–7

Art Directors Club (ADC) 252

Asos 16–18

B-brand 94

basket affinity 210

Becker, Uwe 344–5

below the line media (BTL) 121, 122, 127

benchmarking 121–2, 123, 125, 126–7, 157, 202

Berlin School of Creative Leadership 252

best-practice

digital marketing 288

negotiators 240

replenishment 242

retailers 137–8, 206, 207, 235

smart sourcing 337–9

black boxes 140

Branchini, Armando 291–4

brand building 47–8, 49

POS marketing and 200–3

brand diamond 37–8

assortment 39

emotional benefits 40

intangible attributes 39

price and promotions 38

rational benefits 39

service 39

store and location 38

tangible attributes 38–9

as template to prepare/structure market research 40–2

brand driver analysis 45, 46–8

brand promise 50–2

checklist 50

consistent delivery of 52–4

definition 50

examples 52

get employee buy-in 52