1. Fashion Promotion Through Advertising and the Press
Chapter 21

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

3. Purpose
Inform
Persuade
& remind

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

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

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

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

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

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

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

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

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

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

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

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

16. Fashion Press Print & broadcast media
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