Retailers were not allowed to make advertising on television in France, because french governements wanted to protect the small retailers faced to companies such as Auchan and Carrefour. Those companies had to advertise on radio or newspaper, but could also sponsor some programs. Darty had for example sponsored the weather news for a long time. But now, since the 1st of jannuary, those companies are allowed to advertised on french national television. What was my surprise for the new year to see that out of ten spots, 6 of them was retailers'!
But my main question is : will it really increase the traffic or the sales of the retailers? Will it convince some customers to change their grocery store for another one? In the US, I have already seen some advertisement, by Wall Mart, or by Dickies, but I don't really know if those kind of advertisement really contribute to increase the figures of a grocery store. I understand it is very important to advertise on TV, for example to improve the brand image or to communicate during a crisis or an important discount period, and therefore I am wondering how it will be developped.
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