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Fashion Promotion Through Advertising and the Press Chapter 21.

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Presentation on theme: "Fashion Promotion Through Advertising and the Press Chapter 21."— Presentation transcript:

1 Fashion Promotion Through Advertising and the Press Chapter 21

2 Fashion Promotion Promotion Mix Promotion Mix Influences sales Influences sales Promotion through the fashion cycle Promotion through the fashion cycle Introduction Introduction Rise: Motivate Rise: Motivate Peak: the best Peak: the best Decline Decline Obsolescence: Large markdowns Obsolescence: Large markdowns

3 Purpose Inform Inform Persuade Persuade & remind & remind

4 Levels Consumer Promotion Consumer Promotion Directly to consumers Directly to consumers Trade Promotion Trade Promotion Within the industry Within the industry Retail Promotion Retail Promotion By a store to its customers By a store to its customers

5 Planning Well-planned to be effective Well-planned to be effective Important task is to plan a promotional program Important task is to plan a promotional program Written guide detailing all a companies promotional efforts Written guide detailing all a companies promotional efforts Done twice a year Done twice a year

6 Promotion program Includes: Includes: Promotion goals & objectives Promotion goals & objectives Message or theme Message or theme Specific activities Specific activities Timing of the activities Timing of the activities The media mix is used The media mix is used Assignments of responsibility Assignments of responsibility Budget of expenditures Budget of expenditures Evaluation methods Evaluation methods

7 Allocating promotion budgets Top-down approach Top-down approach Senior managers Senior managers Bottom-up approach Bottom-up approach Goal & task method Goal & task method Affordable approach Affordable approach Spending what the company can afford Spending what the company can afford

8 Promotion Ethics Deceptive promotional practices: Deceptive promotional practices: Deceptive price promotion occurs Deceptive price promotion occurs Mark-up than down Mark-up than down Deceptive product promotion Deceptive product promotion False or misleading claims False or misleading claims Deceptive sales practices Deceptive sales practices Bait & switch Bait & switch

9 Advertising Paid form of nonpersonal sales Paid form of nonpersonal sales Company has the most control over Company has the most control over Terms: Terms: Sponsor – company paying for the ads Sponsor – company paying for the ads

10 Purpose Build image Build image Promote product Promote product Announce a sale Announce a sale Support a cause Support a cause Discount stores do the most advertising Discount stores do the most advertising Chain, specialty, & department have large advertising budgets Chain, specialty, & department have large advertising budgets

11 Types Product Advertising Product Advertising Institutional Advertising Institutional Advertising Can be done: Can be done: Regional Regional National National & local & local Some are cooperative ads Some are cooperative ads

12 Advertising Agencies & Freelancers Agencies: Agencies: Design, produce & place ads Design, produce & place ads Research clients, markets Research clients, markets Write press releases Write press releases Plan advertising campaigns Plan advertising campaigns Develop artwork, write copy, create commercials, design packaging Develop artwork, write copy, create commercials, design packaging Freelancers: Freelancers: Artists, copywriters, photographers hired independently Artists, copywriters, photographers hired independently

13 Forms of Advertising Newspapers Newspapers Magazines Magazines Outdoor Outdoor Direct Mail Direct Mail Merchandise Packaging Merchandise Packaging Radio Radio Television Television Video Video Web Sites Web Sites

14 Effective Print Ads Created to motivate consumers into action Created to motivate consumers into action Must be eye-catching Must be eye-catching Parts of a print ad: Parts of a print ad: Headline Headline Copy Copy Illustration Illustration Logo/slogan Logo/slogan White space White space Put together they are the layout Put together they are the layout

15 Public Relations Planned to build good relations with the various publics of an organization Planned to build good relations with the various publics of an organization Publicity Publicity Unpaid media Unpaid media Can be good or bad Can be good or bad Press Kit Press Kit Promotional portfolios Promotional portfolios Contain press releases, illustration, photographs Contain press releases, illustration, photographs

16 Fashion Press Print & broadcast media Print & broadcast media Provide fashion direction & information from beginning fibers to end-use consumers Provide fashion direction & information from beginning fibers to end-use consumers Fashion magazines have the largest part of revenue from the sale of advertising space Fashion magazines have the largest part of revenue from the sale of advertising space


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