Analyzes advertising program. Local vs. national, in-house support, targeting, effectiveness and direct sales.
Written in 1999; 1,125 words; 6 sources; $ 39.95
From the Paper:
"Introduction
Circuit City is one of the nation's largest consumer electronic store chains. The company weathered the lackluster early 1990s in this industry by using a "showroom" approach to stores which kept its capital costs low and by targeting diverse demographics as it opened new stores. When the consumer electronics market picked up in the mid-1990s, the company was uniquely positioned to take advantage of the upturn. Circuit City competes directly with Best Buy and Tandy Corporation, also specialty retailers, as well as with mass merchandisers such as Sears and Kmart. This research considers the advertising program in place at Circuit City and whether the company could improve its return on advertising through modifications in its promotional efforts."
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