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CHAPTER FOUR The Message

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc PROMOTION All of the communication activities initiated by the seller to inform, persuade, and remind the consumer about products, services, and/or ideas offered for sale Evolving digital and online promotional techniques are combined with traditional communication methods 3Everett, Swanson Ch 4

PROMOTION Aliza Licht, senior vice president for global communications at Donna Karan, uses social media and posts regular Tweets as DKNY PR Girl Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc PROMOTION Producers also depend on promotion efforts to build an audience for their productions 5Everett, Swanson Ch 4

PROMOTION Branding has become an influential part of promotion strategy −Logo −Font −Color scheme −Symbol −Sound These figures illustrate the stages in developing the brand identity for Get Your Fashion Fix on Route 66 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc ADVERTISING Any nonpersonal message, paid for and placed in the mass media, and controlled by the sponsoring organization 7Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc ADVERTISING Advertising can also be classified by its purpose: –Product (action) –Institutional (nonproduct or image building) –Commercial (for profit) –Noncommercial (nonprofit) 8Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Newspapers Advertising commonly sold by standard advertising unit (SAU) Advertisers run ads at run-of-paper (R.O.P.) rates 9Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Preparing Advertisements Copy, art, and whitespace Headlines, sub heads, and body Illustrations and/or photography Paste-ups and tear sheets 10Everett, Swanson Ch 4

Magazines Some national and international magazines that cover haute couture and ready-to- wear fashion shows −WWD Collections −Vogue −InStyle −W −Elle Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Magazines Advertising or news releases must be delivered six weeks to two months or more before the publication date Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Magazines A fashion show produced for a local audience should consider placing its advertising in a local magazine Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Network and Cable Television Network: On major national channels during a specified show Spot: On independently owned stations Local: On local television stations 14Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Radio Match the show to the station Commercials must be brief, but they must get the message across 15Everett, Swanson Ch 4

PUBLIC RELATIONS Establishes and maintains mutually beneficial relationships between an organization and the public Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc PUBLIC RELATIONS Publicity: –Information with news value –Uncontrolled by the source because it is free –Provided by public relations specialists to be used in the mass media 17Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc PUBLIC RELATIONS Media list: all media outlets (local, regional, national, international) that might be used to publicize the show 18Everett, Swanson Ch 4

Media Kits News releases Photographs Ancillary materials −Cover letter −Basic fact sheets −Historical fact sheets −Names of participants −Biographical information −Straight news and feature stories Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

News Releases The lead is the most important part of the news release Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Photographs Each photograph should communicate a message about the fashion or the trend and enhance the written communication of the news release 21Everett, Swanson Ch 4

Photographs Headshot Group shot Grip-and-grin Product shot Action shot Video Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Ancillary Materials Cover letter Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Ancillary Materials Basic fact sheet Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc DIRECT MARKETING The marketing process by which organizations communicate directly with target customers to generate a response or a transaction 25Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc The Online Environment The Internet and advances in technology allow for a back-and-forth flow of information in real time, rapidly changing the types of direct marketing opportunities that are available 26Everett, Swanson Ch 4

The Online Environment Mobile applications (apps) are used by smart phones and tablets Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Advertising on the Online Environment Banner ad Cost per click (CPC) Internet sponsorships Pop-ups Pop-unders Interstitials Links Paid search Online commercials Video on demand Webisodes 28Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Direct Marketing on the Online Environment /Spam Infomercials Home-shopping channels 29Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Public Relations on the Online Environment Many firms maintain websites that devote a portion of their content to the firm’s public relations activities and materials 30Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Social Media Social media use web-based and mobile technologies to turn communication into interactive dialogue 31Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Social Media Collaborative projects (Wikipedia) Blogs and microblogs (Twitter) Content communities (YouTube) Social networking sites (Facebook) Virtual game worlds (SocioTown) Virtual social worlds (Second Life) 32Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Social Media Burberry was one of the first fashion brands to stream its runway show live, launch a global website, create a mobile commerce site, and sell selected goods directly from the runway show 33Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc OTHER FORMS OF PROMOTION Personal selling Visual merchandising Special events 34Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc SPONSORSHIP Sponsorship involves schools, companies, or other supporters that lend their name to an event through monetary and/or some type of contribution as a way to underwrite production costs of the event 35Everett, Swanson Ch 4

SPONSORSHIP A sponsorship pitch Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

SPONSORSHIP A sponsorship package Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc CREATIVE DEVELOPMENT OF PROMOTIONAL MATERIALS Announcements Invitations Promotional posters Tickets Programs 38Everett, Swanson Ch 4

Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc PROMOTIONAL STRATEGIES THAT WILL WORK FOR YOUR SHOW The message is most useful when it is targeted to the prospective audience and when the appropriate media is used to promote the show 39Everett, Swanson Ch 4