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Fashion and the Promotional Mix. Lesson Objectives Explain the four components of the promotional mix. Describe a fashion promotion plan. Discuss how.

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Presentation on theme: "Fashion and the Promotional Mix. Lesson Objectives Explain the four components of the promotional mix. Describe a fashion promotion plan. Discuss how."— Presentation transcript:

1 Fashion and the Promotional Mix

2 Lesson Objectives Explain the four components of the promotional mix. Describe a fashion promotion plan. Discuss how designers and manufacturers use branding and licensing.

3 What is Promotion? Any form of communication a business uses to inform, persuader or remind people about its products or to enhance its image.

4 Promotional Mix Any combination of the four components of promotion: – Sales promotion – Public relations and publicity – Advertising – Personal Selling

5 Sales Promotion Short-term incentives used to interest customers in buying products

6 Trade Promotions Promotions WITHIN the industry Trade Shows Conventions AmericasMart - Atlanta

7 Consumer Promotions Manufacturers – Promote collections and/or lines – Fashion Shows – Designer appearances – Trunk Shows Retailers – Generate traffic – Contests – Sales – Premiums – Free samples – Free services – Coupons – offers Targeted to final user

8 Public Relations Communications used to create a positive image for the business – Creates goodwill for the business – Encourages customers to buy – Revlon Run/Walk for Cancer Research – Avon 3-Day Walk for Breast Cancer

9 Promotional Mix Any combination of the four components of promotion: – Sales promotion – Public relations and publicity – Advertising – Personal Selling

10 Publicity Non-paid message giving information about a company – Merchandise – Services – Activities – Employees – Press release Written news stories sent out to the media

11 Writing A Press Release

12 What is a Press Release? Short document that provides information about your organizations events and activities to a newspaper, magazine, TV or radio station.

13 The Elements of a Press Release Heading FOR IMMEDIATE RELEASE Can be placed at the top of the release or in the fist sentence of the first paragraph

14 The Elements of a Press Release To: Rhea Porter, Asheville Citizen-Times From: Center for Participatory Change Contact: Craig White, Date: April 20, 2003

15 The Elements of a Press Release Provide a headline. Total Health & Fitness Grand Opening Celebration May 14

16 The Elements of a Press Release Writing the release The first sentence is the lead--it should grab the readers attention. The second sentence gives a factual summary of the article. Some people only read this far, so make your point right away.

17 The Elements of a Press Release Writing the release Be sure to provide a brief description of your organization for readers who may not know much about you. Use quotes from members, leaders, or other supporters to strengthen your points or provide detailed information. Text carries facts; quotes carry feeling.

18 The Elements of a Press Release Writing the release Write like a reporter--just the facts. Who, what, when, where and why. Dont praise yourself--just write objectively, and let your work speak for itself.

19 The Elements of a Press Release Writing the release Write like youre talking about someone else-- she, they, the organization--not we, us, our organization. Keep it short: 400 words or less. Use short paragraphs of only one or two sentences.

20 The Elements of a Press Release Writing the release In the last paragraph, explain how people can contact you or get more information. Three to four number signs together signal the end of the press release.


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