The manufacturer has little concern where its product is purchased. The goal of the retail advertiser differs from that of national advertiser. The retailer advertises to encourage patronage by consumers and build store loyalty among them. The retailer is not particularly concerned with any specific brand. In case the retailer shows some concern (the retailer wants to clear stocks of a particular brand), then the message in effect is “buy brand ‘B’ at our store.” General approach in retail advertising is “buy at our store.” The sale of any specific brand is not the concern of retailer unlike the national advertiser.
The retailer must compete in one of the most competitive arenas of business and move large volumes of products. Besides, the advertising must convey the image of the type of store to particularly attract certain types of consumers. To achieve these objectives, retailers often communicate price information, service and return policies and the range of merchandise available. Some retailer ads are specifically aimed at building the store traffic.
Generally, the retailer works in a narrowly limited geographic market. This allows him to focus his advertising messages to the likes, preferences and buying habits of targeted audience. The retailer advertises to precipitate relatively quicker response to most of this local advertising, while the national advertiser’s prime interest is in establishing long run favorable attitudes and building brand equity.