Fashion Promotion Through Advertising and the Press Chapter 21

Fashion Promotion Promotion Mix Promotion through the fashion cycle Influences sales Promotion through the fashion cycle Introduction Rise: Motivate Peak: the best Decline Obsolescence: Large markdowns

Purpose Inform Persuade & remind

Levels Consumer Promotion Trade Promotion Retail Promotion Directly to consumers Trade Promotion Within the industry Retail Promotion By a store to its customers

Planning Well-planned to be effective Important task is to plan a promotional program Written guide detailing all a companies promotional efforts Done twice a year

Promotion program Includes: Promotion goals & objectives Message or theme Specific activities Timing of the activities The media mix is used Assignments of responsibility Budget of expenditures Evaluation methods

Allocating promotion budgets Top-down approach Senior managers Bottom-up approach Goal & task method Affordable approach Spending what the company can afford

Promotion Ethics Deceptive promotional practices: Deceptive price promotion occurs Mark-up than down Deceptive product promotion False or misleading claims Deceptive sales practices Bait & switch

Advertising Paid form of nonpersonal sales Company has the most control over Terms: Sponsor – company paying for the ads

Purpose Build image Promote product Announce a sale Support a cause Discount stores do the most advertising Chain, specialty, & department have large advertising budgets

Types Product Advertising Institutional Advertising Can be done: Regional National & local Some are cooperative ads

Advertising Agencies & Freelancers Design, produce & place ads Research clients, markets Write press releases Plan advertising campaigns Develop artwork, write copy, create commercials, design packaging Freelancers: Artists, copywriters, photographers hired independently

Forms of Advertising Newspapers Magazines Outdoor Direct Mail Merchandise Packaging Radio Television Video Web Sites

Effective Print Ads Created to motivate consumers into action Must be eye-catching Parts of a print ad: Headline Copy Illustration Logo/slogan White space Put together they are the layout

Public Relations Planned to build good relations with the various publics of an organization Publicity Unpaid media Can be good or bad Press Kit Promotional portfolios Contain press releases, illustration, photographs

Fashion Press Print & broadcast media Provide fashion direction & information from beginning fibers to end-use consumers Fashion magazines have the largest part of revenue from the sale of advertising space