Retail (local) advertising

Advertising done by retailers or local merchants to encourage consumers to shop at a specific store, uses a local service, or patronizes a particular establishment. Retail advertising tends to emphasize specific patronage motives such as price, hours of operations, service, atmosphere of store, image, or merchandise assortment. Retailers are concerned with building store traffic, so their advertising often take the form of direct action advertising designed to produce immediate store traffic and sales. But retailers may also allocate advertising and promotion rupees to image building campaigns designed to create and enhance favorable perceptions of their stores. Retail advertising accounts for significant percentage of all advertising expenditures.