Advanced Fashion: Standard 8 Promotion

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Advanced Fashion Standard 8Promotion

• Created by Kris Caldwell
• Timpanogos High School

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Fashion Promotion

• Purposes of Fashion Promotion
• Inform Create awareness
• Persuade Convince customers of benefits of the
  product
• Remind Reinforces where products are available

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Promotion Levels

• Consumer Promotion
• Directly to consumers
• On a national level
• By textile and manufacturing firms
• Preselling to consumers (so they ask for it)
• Trade Promotion
• Aimed within the industry
• Stresses performance of the product
• Can involve conventions and trade shows
• Retail Promotion
• By a store to its customers
• Usually on a local level
• Centered around seasons and traditional buying
  patterns.

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Fashion Promotion

• Part of the Marketing Mix Place, Product,
  Price, Promotion
• Promotional mix the combination of all types of
  persuasive communication used by an organization
  to market itself and influence sales.
• Promotion mix for fashion companies
  advertising, public relations and publicity,
  visual merchandising, and special events

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Promotion Planning

• Promotion goals and objectives
• Used to evaluate the effectiveness of the
  promotion
• Could include selling certain merchandise, larger
  sales in general, or increased market share
• Message or theme
• Specific Activities
• Should relate to goals and objectives

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Promotion Planning , cont.

• Timing of Activities
• How many messages to run
• How often to run them
• Length of time (weeks, month)
• Media Mix
• Newspaper, radio, etc
• Assignments of responsibility
• Specifies people and departments to create and
  carry out each aspect of the promotion
• Budget and Expenditures
• Evaluation Methods

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Terms to know

• Publicity any non-paid message that
  communicates information about a companys
  merchandise, services, and activities
• Public Relations a promotional technique that
  uses any form of communication to create a
  positive image for a business
• Advertising a paid message that a business
  sends about its fashion products or ideas

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Terms to know

• Institutional Advertising image or corporate
  advertising designed to sell public awareness and
  the reputation of an organization as a whole,
  rather than selling specific products
• Cooperative Advertising advertising done jointly
  by a manufacturer and a retailer with the cost
  shared

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Terms to know

• National Advertising ads sponsored by companies
  that sell products on a nationwide basis to
  create general demand for products
• Regional Advertising ads within an area of
  adjoining states or a confined section of the
  country
• Local Advertising ads sponsored by local
  merchants that provide details about where to
  find products and their prices and quantities
  available

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Advertising Advantages and Disadvantages

• Newspaper
• Advantages
• Low cost for large coverage
• Geographic selectivity
• Products can be shown
• Disadvantages
• Wasted circulation-not targeted
• Short life-papers thrown out
• Limited or poor color reproduction

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Advertising Advantages and Disadvantages

• Magazines
• Advantages
• Longer life span of message
• Excellent quality of color and detail
• More targeted readership
• Disadvantages
• Limited demonstration value
• Space is expensive
• More professional preparation needed

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Advertising Advantages and Disadvantages

• Outdoor
• Advantages
• Can select geographic location
• Repetitive viewing from audience
• Minimal cost per viewing
• Disadvantages
• Only a short, general message
• Some wasted audience coverage
• Considered offensive by some people

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Advertising Advantages and Disadvantages

• Direct Mail
• Advantages
• Control of what is sent
• Precise selectivity of receivers
• Results can be evaluated
• Disadvantages
• High cost per receiver
• Hard to get mailing lists
• Consumer resistance-junk mail thrown out

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Advertising Advantages and Disadvantages

• Radio
• Advantages
• Universally used medium
• Short preparation and lead time
• Fairly low cost
• Disadvantages
• No opportunity for visual impact
• Message is fleeting, short life
• Some wasted coverage

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Advertising Advantages and Disadvantages

• Television
• Advantages
• Very popular consumer medium
• Can reach large audiences
• Has sight, sound, motion
• Disadvantages
• High cost of time and production
• Message is fleeting
• Longer lead time needed

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Advertising Advantages and Disadvantages

• Video
• Advantages
• Attracts attention near merchandise
• Has entertainment carryover
• Can be replayed many times
• Disadvantages
• Not effective advertising
• Need special expertise to produce

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Advertising Advantages and Disadvantages

• Web Sites
• Advantages
• Interactive
• Current to reflect newest trends
• Instant worldwide market access
• Disadvantages
• Audience limited to computer users
• People can click off if not easy and
  understandbale