Retailers develop and implement communication programs to build appealing brand images, attract customers to stores and Internet sites, and encourage customers to buy merchandise. The communication program informs customers about the retailer as well as the merchandise and services it offers and plays a role in developing repeat visits and customer loyalty. Communication programs can have both long$-$ and short$-$term effects on a retailer$$s business. From a long$-$term perspective, communication programs can be used to create and maintain a strong, differentiated image of the retailer. Retailers also use communication programs to realize the short$-$term objectives of increasing sales during a specified time period.