UNIT F FASHION PROMOTION

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UNIT FFASHION PROMOTION

• 6.02 Discuss fashion advertising.

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Purposes of fashion advertising

• Build a companys image
• Promote a product
• Announce a sale
• Support a cause
• Stimulate store traffic
• Stimulate consumer interest
• Provide consumers with useful information
• Develop brand/store loyalty

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Types of fashion advertising

• Product advertising
• Institutional advertising
• National, regional, and local advertising
• Cooperative advertising

DECA Fashion Show November 29 6 p.m.
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Product advertising

• Promotion designed to sell specific merchandise
  items, lines, or certain services.

• Most fashion advertisements are product ads.
• Identifies and describes products
• May mention product price and/or availability
• May create a sense of urgency for a specific sale
  or limited time period

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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
• Goal is to build long-term patronage by customers
• Used to promote the overall excellence of a
  business and to build goodwill

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• National advertising Advertising sponsored by
  companies that sell products on a nationwide
  basis.
• Regional advertising Advertising by retailers
  that have many stores in adjoining states or a
  confined section of the country.
• Local advertising Advertising sponsored by
  local businesses.

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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.
• Exposure for goods is gained by the manufacturer
  and the retailer.
• Each party shares in the total cost of the
  advertisement.
• Retail prestige can be earned through association
  with a well-known manufacturer.
• 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.

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Forms of advertising media

• Newspapers
• Magazines
• Television
• Radio
• Online advertising
• Direct mail
• Outdoor signage
• Merchandise packaging
• Video

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Newspapers

• Primary form of advertising for local retailers
• Fifty-five percent of adults in the U.S. read a
  newspaper daily.
• Allow advertisers to reach most readers daily
• Dominated by large retailer advertising
• Geographic selectivity
• Variety of ad sizes and prices available
• Provides verbal and visual communication to
  consumers
• 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.
• Longer life
• Can be zoned for any area of the country
• Huge circulation
• Relatively low cost when compared to the number
  of people reached by the advertisement

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Magazines

• Retailers advertise in magazines that have target
  markets similar to their own.
• Enable retailers to benefit from national
  circulation
• Allow retailers to show accurate color and
  details
• Readers keep magazines for extended periods of
  time.
• Tend to be believable
• 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.
• Allows regional stores with branches to reach the
  largest local audience
• National manufacturers and retailers run costly
  advertisements designed to build brand loyalty on
  major network channels.
• Local retailers advertise on cable channels with
  lower advertising rates, and target more
  specific markets.

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Television (cont.)

• 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
• Local TV not available everywhere

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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 slots are during morning and
  afternoon commutes to and from work.
• Universally used medium
• Short preparation and lead time
• Low cost

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Radio (cont.)

• Easy to target markets through listening area,
  program content, and station type
• Does not provide 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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Online advertising
Advertising messages placed on the Internet.

• Rapidly growing form of promotion
• Ten billion dollars spent in 2002
• Effectiveness is measured by the number of times
  an advertisement has been visited.
• 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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Online advertising (cont.)

• Response rates are low.
• The interactive process must be easy to
  manipulate, or consumers will click off.
• The content of the site must be changed and
  refreshed constantly to reflect current trends
  and new merchandise.
• 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 advertisers 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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Direct mail (cont.)

• Can be considered junk mail
• Catalogs have become a popular form of
  advertising because of the shopping convenience
  they provide.
• Store newsletters or magazines are used by
  retailers to give customers fashion trend
  information.

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Direct mail (cont.)

• Bill enclosures Manufacturer or
  retailer-produced statement enclosures that offer
  retailers low-cost selling opportunities.
• May include a printed order form to encourage the
  customer to make additional purchases

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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
• Can target geographic location
• Some wasted audience coverage
• More effective for institutional advertising
  rather than emphasizing specific merchandise

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Merchandise packaging

• Company names, logos, and slogans on shopping
  bags, gift bags, gift boxes, and wrapping paper
• Institutional advertising that helps to develop
  an image for the business
• Small expense to retailer
• Limited
  audience

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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
• Can be an effective sales training tool

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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
• Suits the size and type of company, target
  market, media availability, and cost
• Combines types of media that support and
  strengthen the over-all advertising campaign