The retailer speaks to the customer: The future for retail advertising Available to Purchase

With the advent of TV advertising for Milton Keynes Shopping Centre we are beginning to see a new departure from the oldstyle emphasis on price cuts. The promise of fun more than cheapness is what Milton Keynes is trying to sell. In this article the author maps out the way the consumer has changed over the years and the way advertising will have to reflect a changed shopping environment to meet those demands. The important factor to publicise will be the value of the whole store, rather than just the benefits of cut‐price merchandise. What the author is doing is pointing out the direction for retailing in the future, if it is to keep up with the growing needs of the consumer. This is an edited version of a paper presented at the Oyez IBC conference, “Retailing in the Eighties” in London recently.