Download Advertising Fashion

Advertising Fashion
Advertising the Product
o Fashion Advertising: the paid
communication between
product maker or the seller and
the audience or the customer
o Advertising: non-personal
communication with a large
group of people that is paid for
by the seller
Effective Advertising
o Increases sales
o Increases product awareness
o Improves company image
o Accomplishes its intended
purpose
Targeting a Customer
o Demographics (age, sex, race,
education levels, income levels,
location)
o Psychographics (lifestyle,
attitudes, values, habits)
o Understanding who the customer
is and what they do helps target
the customer for a product
Brand Building
o Establishing an identity or image
for a line of apparel
o Branding requires:
o Consistent advertising
o Consistent image
o Consistent quality
o Consistent price lines
Parts of a Print Ad
o Headline
o Body Copy
o Illustration
o Slogan
o Trademark
o Relevant reason to buy
Relevant Reason to Buy
o Persuasive language:
advertising must appeal to the
target audience and be relevant
to the potential customer AND
cause action now
o Product Features: benefits to the
customer that are clearly
presented to the targeted
customer
Paying for the Ad
o Cooperative Advertising: vendor
shares the cost of the ad with a
retailer paying up to 50% of the
cost
o Advertising Allowance: a %
amount allocated to advertising
cost based upon the dollar
amount purchased by the
retailer
Paying for the Ad
o Two major costs:
o Production of the ad
o Placement of the ad
o Factors affecting costs:
o Size or length of the ad
o Number of consumers exposed to
the ad
Types of Media
o Print Media
o Newspapers, magazines,
billboards, outdoor posters
o Most frequently used
o Placement in the publication
affects costs and effectiveness
Types of Media
o Broadcast Media
o Television, radio
o National or regional
o Cost directly related to the
exposure level of consumers
(number of viewers/listeners)
o Radio not used in fashion
advertising as often due to lack of
visual appeal
Types of Media
o Direct Mail
o Postcards, statement enclosures,
catalogs
o If targeted to right group, very effective
o Cyber Media
o Websites, email, online ads
o Annemarie Iverson, Seventeen Editor-inChief was quoted in WWD as saying, “My
readers are on-line eight hours a day.”
o Tremendous growth potential
Creating the Ad
o Target the customer
o Determine best options to reach
the audience
o Create ad’s message and theme
that attracts attention,
communicates the desired
information, and causes action