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4.2.5 Communication commerciale en magasin

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4.2.5 Communication commerciale en magasin

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Quiz sur les supports et méthodologies

Created by

Virginie LACHOCKI
Virginie LACHOCKI
France

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4.2.5 Communication commerciale en magasin
 

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4.2.5 Communication commerciale en magasinOnline version

Quiz sur les supports et méthodologies

by Virginie LACHOCKI
1

La communication sur le lieu de vente repose sur deux grands types de supports : la et l ? . La PLV ( ) a pour objectif principal d ? influencer directement le client au moment de l ? achat , en mettant en valeur un produit grâce à des présentoirs , des stop - rayons ou encore des affiches promotionnelles . L ? ILV ( ) vise surtout à informer et orienter le consommateur . Elle a un objectif cognitif puisqu ? elle permet au client de se repérer dans le magasin et de mieux connaître les caractéristiques techniques d ? un produit .

2

Pour construire un message efficace , on utilise souvent la méthode : attirer l ? Attention , susciter l ? Intérêt , provoquer le Désir et inciter à l ? Action . Aujourd ? hui , la communication est aussi pensée à travers la méthode , qui distingue quatre types de médias : ( payés ) , ( possédés ) , ( acquis ) et ( partagés ) . Enfin , toute action de communication doit respecter la réglementation . Depuis 2018 , le impose aux entreprises de recueillir le consentement explicite des clients pour l ? utilisation de leurs données personnelles . La est l ? organisme chargé de contrôler et de sanctionner les manquements à cette obligation .

 
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