Download Fashion Advertising and Promotion

Fashion Advertising and
Promotion
Promotion and the Promotional Mix
What is Promotion?
Any form of communication that a business
uses to inform, persuade, or remind people
about its products or enhance its image.
It is a component of the marketing mix.
Promotional Mix and Fashion
What is the promotional mix?
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Sales Promotion
Public Relations
Advertising
Personal Selling
Sales Promotion
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A short-term incentive used to interest customers
in buying products.
Two Types:
1. Trade Promotion – occurs within an industry.
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A business directs this promotion to the next segment
in the distribution chain.
2. Consumer Promotion – used by manufacturing
and retailers and is directly targeted to the
consumer.
Consumer Promotion
Other Examples:
 Fashion shows
 Special Appearances by designers
 Trunk shows
 Contests
 Sales
 Premiums
 Free Samples
 Free Services (such as makeovers)
 Coupons
 E-mail offers
Fashion Shows
Special theatrical events with live models
presenting fashion apparel and accessories.
 Can be targeted to different audiences.
Public Relations and Publicity
A promotional technique that uses any form of
communication to create a positive image
for the business.
The exposure and goodwill generated by
public relations is valuable because they
may promote sales and create good image.
 Get involved with nonprofit organizations
and community services activities.
Publicity
A form of public relations.
Any non-paid message that communicates
information about a company’s
merchandise, services, and activities.
- Press releases – written news stories sent
out to newspapers and magazines.
Fashion businesses do not have control over
the publicity they receive.
Advertising
A paid message that a business sends about its
fashion products or ideas.
Main purpose – to inform, remind, and persuade.
AIDA – used to describe advertising – Attention,
Interest, Desire, and Action.
1. Attract Attention
2. Develop Interest
3. Create Desire
4. Produce Action
Promotional and Institutional
Advertising
Promotional Advertising – in the fashion industry is
designed to increase sales, introduce new
products, explain product features and benefits,
and support selling efforts.
Institutional Advertising – designed to create a
favorable impression and goodwill for a fashion
business.
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focuses on the image of a fashion business
rather than a specific fashion product.
Types of Advertising Media
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Print Media
Broadcast Media
Online Media
Specialty Media
Print Media
 Magazines – targeted to specific markets,
long shelf life because most magazines
does not go out of date immediately.
– “pass-along” readership – read for long periods
of time and are shared with several readers.
– Extensive preparation and long lead times
means they must be prepared well in advance
of the publication date.
Newspapers
The most common print medium is the most
common advertising vehicle for local
retailers.
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ad cost is lower than the cost for
magazines, and the lead time is shorter.
Directory, Direct Mail, and Outdoor
Advertising
Directory - Yellow Pages
Direct Mail – catalogs, newsletters, mailers,
and bill enclosures mailed directly to
customers’ homes.
Outdoor – billboards, transit ads, free-standing
signs, and posters comprise outdoor
advertising.
Broadcast Media
Television – Can target potential customers by
TV viewing habits and preferences.
Radio – Reach about 96% of people who are
12 years old and over.
Online and Specialty Media
Online - Advertising places on the internet.
Specialty – include products such as magnets,
calendars, and pens, which are imprinted
with a company’s name, address, or
message.
Planning Fashion Promotion
Fashion Promotion Plan – the detailed, written
guide a business develops that states which
promotional components will be used to
reach specific goals in a designated period
of time.
Planning Schedules – Promotional plans are
developed in six month increments.