1. Advanced Fashion: Standard 8 Promotion
Created by: Kris Caldwell
Timpanogos High School

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

3. Promotion Levels Consumer Promotion: Trade Promotion: Retail 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 it’s customers
Usually on a local level
Centered around seasons and traditional buying patterns.

4. 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

5. Promotion Planning Promotion goals and objectives: Message or theme
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

6. 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

7. Terms to know:
Publicity any non-paid message that communicates information about a company’s 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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