Retail
consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mall, in small or individual lots for direct consumption by the purchaser. Retail ads can be seen on billboards, magazines, newspapers, radio, email and Tv.
Trade press
To promote Target’s Bonds underwear sale, The Campaign Palace Melbourne has adapted last year’s Bonds “Racey Shapes” TVC – in which girls are featured in their underwear on roller skates – which was created by its Sydney office. The new Target promo TVC pays homage to the ad by replacing the models with animated Target characters dressed in Bonds undies, and the same soundtrack is used.Murray Chenery, general manager of marketing at Target, said: “Bonds and Target share a sense of fun and cheekiness in their advertising so this was a wonderful solution to highlight the 25% off Bonds underwear sale at Target. Both Target and the agency are thrilled with the result”.
Journal Article
http://go.galegroup.com.ezproxy.lib.swin.edu.au/ps/i.do?action=interpret&id=GALE%7CA145339987&v=2.1&u=swinburne1&it=r&p=EAIM&sw=w&authCount=1Title:Retail Author(s): Sandra O'Loughlin
Source: MEDIAWEEK. 16.18 (May 1, 2006): pSR32.
Most people remember the Bonds Racing stipe Ad with the girls on the rollerblades. if you don't know what it is, watch the video below
As a retailer its important to make ads eye catching and different especially when what you are selling can be bought at similar stores. Bonds is stocked in most retail chains, from Kmart to Big W to Myer and David Jones. But what sets Target off from the rest of these stores is the smart marketing by connecting the new ad to an ad everyone is already familiar with. In the video you see the same ad but instead of girls you see the target logo characters in rollerblades which ads humour to the advertisement aswell. By having this ad when consumers think Bonds they will Think Target as their first preference even after that 25% off underwear sale. They have created something that will stick in the consumers head. The fact that the song is similar too also might consumers think of target and bonds when they hear it on a radio.
The journal article states that retail stores are moving away from price are wanting to be more relevent to specific to consumer segments to get more people into shop in more categories. As seen in the Target ad the retail store has done exactly that. instead of placing an ad for its store as a whole it has chosen a small segment of what it sells aiming to a specific market (females aged 16- mid 20s).
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