Promoting A Fashion Image

1. Promoting A Fashion Image Chapter 6

2. Advertising The Product • Promotion is one of the seven marketing functions. • What are the 4 components of the promotional mix? • Advertising • Public Relations • Publicity • Personal Selling

3. What is Fashion Advertising? • Fashion Advertising is the paid communication between the product maker (or seller) and the audience (or customer) about a fashion item. • Advertising is a non-personal communication with a large group of people • Even it is targeted to a specific audience

4. Effective Advertisements • Advertising is expensive and needs to provide a payback for the company. • Effective advertising should be a significant part of the promotional plan for a fashion business. • How do we know if an ad accomplished its intended purpose? • Why is this hard to tell sometimes?

5. Targeting A Customer • What is a target market? • Understanding exactly who the customer is and what the customer wants helps focus the advertisement. • People can be targeted by the TV shows they watch or the magazines they read. • If my company wanted to target teen girls what show should I choose to air my commercial? • Teen boys?

6. Targeting A Customer • Nike was spending about $1 billion per year on ads for Air Jordan shoes and related merchandise. • The campaign used Michael Jordan in frequently aired TV commercials to successfully sell the shoes.

7. Targeting A Customer • A different style of campaign was developed when Nike launched a new line of sneakers called Presto. • Nike spent only $15 million on advertising. • Focusing on teens, Nike produced humorous TV, radio, and print ads for the shoes. • The ads ran on MTV and Comedy Central and in YM magazine. • Sales of Presto shoes soared in the first year the shoes were offered.

8. Building A Brand • Brand building is establishing an identity or image for a line of apparel. • Branding requires the use of a consistent advertising message • Must convey the image to the consumer across every type of media used. • Why is helpful to have brands? • A brand helps customers shop by • Providing a consistency of quality & price lines.

9. Relevant Reasons To Buy • With messages bombarding people from every direction, advertising must appeal to the target customer or it will be ignored. • Persuasive language is relevant to the potential customer. • Must persuade customer to act now, not later. • Product features are benefits to the customer and should be presented that way. • Tells customer what the product will do for them • Not how it works or technical aspects • For ex: This style will make you look thin and elegant. • These clothes are washable and won’t fade.

10. Partner Activity • Grab a magazine and find: • Persuasive language on an ad • Persuades the customer to act now, not later! OR • Product features • What will the product do for you? • Not how it works or what the technical aspects are. • Prepare to share answer and explain why it is effective!

11. Producing The Ad • Since multiple businesses are involved in actually creating and selling a garment, it is to textile and garment manufacturers’ benefit to cooperate with retailers in advertising • With cooperativeadvertising, a vendor may share the cost with a retailer and pay as much as 50 percent of the cost of advertising the merchandise. • The amount is based on a percentage of the dollar volume the retailer purchased from the vendor and is called an advertising allowance.

12. Budgeting For Ads • Two major cost for advertising • Cost of producing the ad • Cost of the media for distribution of the ad. • Two factors affecting media cost • Size or length of the ad • Number of consumers exposed to the ad. • Ex: Advertising during a TV show with a large audience is much more expensive than advertising in the middle of the night when few people are watching. • What product would be successful to advertise in the middle of the night?

13. Budgeting For Ads • Major fashion businesses commit to advertising budgets and buy print space or TV time as much as a year in advance. • Why would advertisers might want to buy a large quantity of ad space for a given period of time? • The media source may offer a quantity discount.

14. Selecting The Media: Print Media • Print media are most frequently used in fashion advertising and include magazines, newspapers, billboards, and outdoor posters on taxis and buses. • The placement of the ad impacts visibility and cost of the ad • For example, the back cover or a magazine is a prime spot that is in view almost as often as the front cover and therefore cost more than interior-page ads.

15. Selecting The Media: Broadcast Media • Broadcast media include television and radio, which can be regional or national. • The cost of the ad is dependent on available data about the viewers • Radio is not used as frequently as television to advertise fashion products because of the lack of visual appeal.

16. Selecting The Media: Direct Mail Media • Direct mail ads such as postcards, statement enclosures, and catalogs are considered extremely effective fashion advertising media. • Consumer response to direct mail is very high when targeted to the right group.

17. Selecting The Media: Cyber Media • Cyber media include websites, e-mail, and online ads. • Online fashion media have tremendous growth potential for the teen market. • “My readers are online eight hours a day.” – Annemarie Iverson Editor-in-chief of Seventeen • Do you agree?