How to use advertising effectively

The growth in retailer advertising in recent years has been “explosive”, jumping from £16.9m in 1972 (total Press and TV advertising expenditure) to £31.7m last year. In some ways retailers are in an enviable position in that they can rapidly measure the results of their advertising. But the important thing is to build and maintain consumer loyalty on a long term basis. John Nielsen, the writer of this article, is Development Director of Osborne Advertising, an advertising agency with broad interests but a strong representation in the retail sector, with seven retailer clients in the food, garden furniture, electrical, jewellery, footwear and fashion fields.