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Advanced Fashion: Standard 8 Promotion

Advanced Fashion: Standard 8 Promotion. Created by: Kris Caldwell Timpanogos High School. Fashion Promotion. Purposes of Fashion Promotion: Inform: Create awareness Persuade: Convince customers of benefits of the product Remind: Reinforces where products are available.

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Advanced Fashion: Standard 8 Promotion

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  1. Advanced Fashion: Standard 8Promotion Created by: Kris Caldwell Timpanogos High School

  2. Fashion Promotion • Purposes of Fashion Promotion: • Inform: Create awareness • Persuade: Convince customers of benefits of the product • Remind: Reinforces where products are available

  3. Promotion Levels • Consumer Promotion: • Directly to consumers • On a national level • By textile and manufacturing firms • Preselling to consumers (so they ask for it) • Trade Promotion: • Aimed within the industry • Stresses performance of the product • Can involve conventions and trade shows • Retail Promotion • By a store to it’s customers • Usually on a local level • Centered around seasons and traditional buying patterns.

  4. Fashion Promotion • Part of the Marketing Mix: Place, Product, Price, Promotion • Promotional mix: the combination of all types of persuasive communication used by an organization to market itself and influence sales. • Promotion mix for fashion companies: advertising, public relations and publicity, visual merchandising, and special events

  5. Promotion Planning • Promotion goals and objectives: • Used to evaluate the effectiveness of the promotion • Could include selling certain merchandise, larger sales in general, or increased market share • Message or theme • Specific Activities • Should relate to goals and objectives

  6. Promotion Planning , cont. • Timing of Activities • How many messages to run • How often to run them • Length of time (weeks, month) • Media Mix • Newspaper, radio, etc • Assignments of responsibility • Specifies people and departments to create and carry out each aspect of the promotion • Budget and Expenditures • Evaluation Methods

  7. Terms to know: • Publicity any non-paid message that communicates information about a company’s merchandise, services, and activities • Public Relations a promotional technique that uses any form of communication to create a positive image for a business • Advertising a paid message that a business sends about its fashion products or ideas

  8. Terms to know: • Institutional Advertising: image or corporate advertising designed to sell public awareness and the reputation of an organization as a whole, rather than selling specific products • Cooperative Advertising: advertising done jointly by a manufacturer and a retailer with the cost shared

  9. Terms to know: • National Advertising: ads sponsored by companies that sell products on a nationwide basis to create general demand for products • Regional Advertising: ads within an area of adjoining states or a confined section of the country • Local Advertising: ads sponsored by local merchants that provide details about where to find products and their prices and quantities available

  10. Advertising: Advantages and Disadvantages • Newspaper • Advantages: • Low cost for large coverage • Geographic selectivity • Products can be shown • Disadvantages: • Wasted circulation-not targeted • Short life-papers thrown out • Limited or poor color reproduction

  11. Advertising: Advantages and Disadvantages • Magazines • Advantages: • Longer life span of message • Excellent quality of color and detail • More targeted readership • Disadvantages: • Limited demonstration value • Space is expensive • More professional preparation needed

  12. Advertising: Advantages and Disadvantages • Outdoor • Advantages: • Can select geographic location • Repetitive viewing from audience • Minimal cost per viewing • Disadvantages: • Only a short, general message • Some wasted audience coverage • Considered offensive by some people

  13. Advertising: Advantages and Disadvantages • Direct Mail • Advantages: • Control of what is sent • Precise selectivity of receivers • Results can be evaluated • Disadvantages: • High cost per receiver • Hard to get mailing lists • Consumer resistance-junk mail thrown out

  14. Advertising: Advantages and Disadvantages • Radio • Advantages: • Universally used medium • Short preparation and lead time • Fairly low cost • Disadvantages: • No opportunity for visual impact • Message is fleeting, short life • Some wasted coverage

  15. Advertising: Advantages and Disadvantages • Television • Advantages: • Very popular consumer medium • Can reach large audiences • Has sight, sound, motion • Disadvantages: • High cost of time and production • Message is fleeting • Longer lead time needed

  16. Advertising: Advantages and Disadvantages • Video: • Advantages: • Attracts attention near merchandise • Has entertainment carryover • Can be replayed many times • Disadvantages: • Not effective advertising • Need special expertise to produce

  17. Advertising: Advantages and Disadvantages • Web Sites • Advantages: • Interactive • Current to reflect newest trends • Instant worldwide market access • Disadvantages: • Audience limited to computer users • People can “click off” if not easy and understandbale

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