| Abstract: | During the last decade the UK grocery trade has become increasingly competitive as national chains have fought for an increase in market share in a relatively static market place. Retailers have become more aggressive in their marketing strategies and tactics, one noticeable trend being a significant increase in promotion and advertising expenditure. To date, however, few studies have tackled the difficult question of evaluating the effectiveness of their advertising. The authors propose a system for continuous monitoring of the effects of advertising on retail store image using multidimensional scaling techniques, and demonstrate the system on a small-scale study of supermarket advertising. |
