USING ADVERTISING IN GROCERY RETAILING:MORE TV AND RADIO, LESS NATIONAL PRESS Available to Purchase

A great deal of money is spent by grocery retailers in various advertising media, but much of it, in Malcolm Hughes' view, is depressingly similar, especially the campaigns which appear in the national daily press. Radio has possibilities, but until boundaries are more clearly defined, it can present difficulties as far as prices are concerned. There will probably be more local press advertising in the future, but less in the national press. This is a summary of a talk given by Malcolm Hughes at a recent IGD seminar on advertising. Since the seminar he has resigned his position as marketing director of Fine Fare in order to take up a senior post with the Nationwide Building Society. The views expressed in this paper are Malcolm Hughes' own personal opinions and do not necessarily reflect those of his former company.