2Role of PromotionPromotion is the communication of information about goods, services, images and/or ideas to influence purchase behavior.
3Characteristics of Promotional Communication Personal and Non-personalPersuasiveRelevantSuited to the productFactualRepetitious
4Purposes of Promotion Promotion links buyers and sellers Promotion influences purchase behaviorPromotion allows sellers to communicate the benefits of their products to buyersPromotion is used to create demand for a product or servicePromotion is a major element of the marketing mix
5Promotional Tools (Types of Promotion) AdvertisingVisual MerchandisingSales PromotionPersonal SellingPublicity
6Promotional MixBusinesses use a variety of communication techniques to give their promotional messages to consumers. The combination, or blend, of marketing communication channels that a business uses to send its messages to consumers is known as the promotional mix.
7Importance of Promotional Mix Key role in obtaining and keeping customersAppropriate blending of promotional elements enables businesses to communicate effectively with consumers.Promoters can inform potential customers about products, services, or ideas and persuade them to buy.
9Visual MerchandisingPresentation of merchandise to the customer in a visual way.This gives customers a firsthand view of the product.
10Purposes of Display To sell goods To show new uses for products To introduce new goodsTo build prestige and goodwillTo show proper care of merchandiseTo suggest merchandise combinations
11Classification of Displays Promotional Displays – designed to sell the merchandiseInstitutional Displays – designed to promote community goodwill
12Flying In TechniqueThe use of wires or strings to hang the merchandise in a display
13Five Basic Areas of Display Window Bow – the most important part because it’s seen the most, put current fashions and main merchandise in this area, designed to catch your eyeCenter Panel – runs from ceiling to floorFloor – used for tie-in items to help bring attention back to the windowBack Wall/Side Wall – can be used to hang accessories, last thing seen in a displayDoor Wall – last chance for customer before entering the store
14Types of LightingPrimary – minimum amount of light necessary to the window without creating dark spots or shadows – lights up the whole displaySecondary – lights up specific part of the displayAtmosphere – creates an atmosphere
15Techniques Used to Create Atmosphere Lighting Play of light against shadow – moonlight (scary or romantic)Special lighting devices – black lights, etc.Colored lights and filtersWash lighting – entire scene flooded with light – creates a happy mood
16Types of PropsFunctional Props – display the merchandise (mannequin, Christmas tree, table, etc.)Decorative Props – establish a mood (snow, wood chips, leaves, etc.)Structural Props – change architectural organization of the window (ladder, pole- vertical, fence – horizontal)
17Types of Displays Window – outside selling area Interior – inside selling area
18Window Display Designs Closed window design – uses a full background panel; completely separates the store’s interior from the window displaySemi-closed window design – uses a half panel background to separate the store interior from the display. Potential customers can see over the displayed merchandise into the store.Open window design – make it possible for customers to look directly into the store. No back panel.
19Interior Display Unit Designs Island – Large, open tables stacked high with one or several types of merchandise and separated from surrounding areasEnd – Located at the end of merchandise aisles. Used for displaying timely & specially priced merchandisePlatform – Merchandise displayed on stands raised above surrounding products.Shadow Box – Small closed interior displays built into walls or placed on counters or ledgesLedge – Shelves built on walls or other display unitsPoint of Purchase – Open displays usually tied in with a manufacturer’s advertising program. Located in most cases near checkout counters or store exits.
20Elements of Design Line – shortest distance between two points Direction – vertical, horizontal, oblique (diagonal), curvyShape – circle, square, triangle, rectangleSize – blend sizes or contrast them)Space – every item should have its own spaceTexture – surface quality of an object (soft, hard, shiny, dull, rough, smooth)Weight – lightweight or heavyweightColor
21Every object that you put into a display has all 8 of the design elements!
22Eight Color SchemesTriadic – Red, yellow, blue or Green, orange violetAdvancing (warm) Red, orange, yellowReceding (cool) Blue, green violetAnalogous (next to each other on the color wheel)Monochromatic (tints and shades of one color)Complementary – opposites (red/green, blue/orange, yellow/violet, etc.)Split Complementary – base and the colors around itDouble Split Complementary – Base and colors around it and the complement and colors around it
23Things every display must have! Principles of DesignThings every display must have!
24Balance Equal distribution of objects within the display Formal – mentally split the display down the center – both sides identical in space & weight visuallyInformal – both sides are balanced but not identical if split down the middle
25Point of Emphasis First thing you see – the point of eye contact Ways to create a point of emphasisContrasting ColorContrasting Shapes, sizes, texturesHighlighting with spotlightPlacement – putting something in the foreground
26HarmonyBlending and combining of everything in your display to create a pleasing effect
27ProportionArrangement of merchandise within a display
28Types of Arrangement Pyramid – cylinder Step – Progression of sizes Zig Zag – background, middle-ground, foregroundRepetition – Repeating or alternating itemsRadiation – (sun) emphasis is center and everything radiates from that.Rhythm – The way your eye moves through the display. (Rhythm will happen automatically if you have properly arranged merchandise.)Rhythm is the direction of your line.