Download 6.02 fashion advertising.

6.02 fashion
advertising.
Purposes of fashion advertising
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Build a company’s image
Promote a product, sale
Support a cause
****Stimulate store traffic
Stimulate consumer interest
Provide useful information
Develop brand/store loyalty
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Types of
fashion
advertising
DECA
Fashion
Show
November
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6 p.m.
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Product advertising
Promotion designed to sell
specific merchandise items,
lines, or certain services.
•Most fashion and cosmetic***
advertisements are product ads.
•Identifies, describes products
•May mention price and/or
availability
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Institutional advertising
Promotion designed to sell the reputation
of an organization rather than a specific
product; also referred to as image or
corporate advertising.
•Projects the image of the business, often
emphasizing fashion leadership,
exceptional service, or community
involvement (***Get Out and Vote)
•**Build long-term patronage by customers
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•National advertising: Advertising
sponsored by companies that sell products
on a nationwide basis. (***Reebok in
Sports Illustrated)
•Regional advertising: Advertising by
retailers that have many stores in adjoining
states. (Belk)
•Local advertising: Advertising sponsored
by local businesses. (PJ’s or Special
Treasure’s)
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Cooperative advertising
The sharing of advertising and its costs by
two or more organizations.
•National manufacturers team with retailers to pay for local
advertising. (***JCPenney and Levi Strauss)
•Each party shares in the total cost of the advertisement.
•Local advertisers must follow the guidelines established by the
manufacturer.
•Local retailers can take advantage of pre-prepared print
advertisements, in-store displays, and TV and radio scripts
prepared by the manufacturer for local use. (**local cosmetic
boutiques)
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Forms of
advertising
media
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Newspapers
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Primary form of advertising for local retailers
Dominated by large retailer advertising
***Geographic selectivity
Variety of ad sizes and prices available
***Relatively easy to produce
***Comparatively low cost
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Newspapers (cont.)
• ***Quick turnaround time. May take as little as 48
hours from creation of advertisement to
appearance in the newspaper
• Wasted circulation because newspapers do not
allow retailers to target markets
• Short life. Newspapers are read hastily and are
thrown out frequently
• ***Poor quality print and color reproduction
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Newspapers (cont.)
• Supplements: Preprinted
advertisements, usually in magazine
format, that are inserted into
newspapers.
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Magazines
• Retailers advertise in magazines that have target
markets similar to their own.
• Enable retailers to benefit from ***national circulation
• Readers keep magazines for extended periods of time.
• High cost
• Long lead time between preparation of ad and its
publication makes information less timely.
• ***Professional preparation usually needed
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Television
• Consumers are reading less and watching
television more for news and other information.
• Regional stores can reach the largest local
audience
• National manufacturers / retailers advertisements
designed to build brand loyalty on major network
channels.
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• ***Enables advertisers to show actual
products in color and motion
• ***Prime time is between 8 p.m. and
11 p.m.
• ***High cost of time and production
• Message has short life
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Radio
• ****Popular with consumers in homes,
cars, and places of work
• Reaches approximately 96 percent of all
people age 12 and over in a given week
• Prime advertising is during morning and
afternoon commutes.
• Universally used medium
• Short preparation and lead time
• Low cost
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Radio (negatives)
• Easy to target markets through listening area,
program content, and station type
• ***No visual impact
• ***Message has a short life
• Commercial clutter
• Some wasted coverage
• With the introduction and growing popularity of
satellite radio, which has little to no advertising,
advertisers may begin to choose an alternate
form of promotion.
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Internet advertising
• Rapidly growing form of promotion
• Allows up-to-the-minute messages to be
communicated to the world immediately
• Allows advertisers to gauge readers’ interests,
buying habits, merchandise preferences, and
price points
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• Response rates are low. Click. delete
• Audience limited to computer users
• Many computer users view online
advertisements as an annoyance.
• Reliability and privacy are a concern.
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• Banner ad
A wide, shallow rectangle seen at the top or
bottom of Web pages that will take the
user to the advertiser’s Web page if
clicked with a mouse.
• Banner ads may include animation,
sound, and even video.
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Direct mail
Any printed advertising distributed
directly to potential customers by mail.
• ***Little wasted circulation
• Flexible and versatile
• Design, message, audience, and cost can
be closely regulated.
• ***Used by small, specialty retailers
• Results can be easily evaluated.
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• Can be considered “junk mail”
• Catalogs are popular because of the
shopping convenience.
• **Bill enclosures: Manufacturer or retailerproduced statement enclosures that offer
retailers low-cost selling opportunities.
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Outdoor signage
• Billboards, public transit advertisements,
posters, and free-standing signs
• ***Can only have short, general message
• Considered offensive by some people
• ***Repetitive viewing
• Minimal cost per viewing if in high-traffic
areas
• target geographic location
• Some wasted audience coverage
• Most effective for institutional advertising
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Merchandise packaging
• Company names, logos, and slogans on
shopping bags, gift bags, gift boxes, and
wrapping paper
• Develops an image for the business
• Small expense to retailer
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Video
• ***Attracts attention near
merchandise with sound and
movement
• Designed to present fashion trends,
promote merchandise, and build
customer traffic
• Can be replayed over and over
• Have not proven to be effective
advertising
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Media mix
• Media: The agencies or
instruments used to convey
messages.
• Media mix: The blend of media
used to communicate a message
to a target audience.
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The “right” media mix…
• Most effectively and efficiently
reaches the largest portion of the
target market
• Combines types of media that
support and strengthen the over-all
advertising campaign
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