Copyright © Bloomsbury Publishing Inc. 2013 All rights reserved Copyright © Bloomsbury Publishing Inc. 2013 All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any means–graphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systems–without written permission of the publisher. ISBN: 978-1-60901-508-4

CHAPTER FOUR The Message

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 What are some examples of digital? Traditional? Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

PROMOTION Aliza Licht, senior vice president for global communications at Donna Karan, uses social media and posts regular Tweets as DKNY PR Girl Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

PROMOTION Producers also depend on promotion efforts to build an audience for their productions Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

ADVERTISING Any nonpersonal message, paid for and placed in the mass media, and controlled by the sponsoring organization Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

ADVERTISING Advertising can also be classified by its purpose: Product Institutional (nonproduct or image building) Commercial (for profit) Noncommercial (nonprofit) Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Newspapers Advertising commonly sold by standard advertising unit (SAU) Advertisers run ads at run-of-paper (R.O.P.) rates Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Preparing Advertisements Copy, art, and whitespace Headlines, sub heads, and body Illustrations and/or photography Paste-ups and tear sheets Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Magazines Some national and international magazines that cover haute couture and ready-to-wear fashion shows WWD Collections Vogue InStyle W Elle Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Magazines Advertising or news releases must be delivered six weeks to two months or more before the publication date Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Magazines A fashion show produced for a local audience should consider placing its advertising in a local magazine Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Network and Cable Television Network: On major national channels during a specified show Spot: On independently owned stations Local: On local television stations Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Radio Match the show to the station Commercials must be brief, but they must get the message across Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

PUBLIC RELATIONS Establishes and maintains mutually beneficial relationships between an organization and the public Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

PUBLIC RELATIONS Media list: all media outlets (local, regional, national, international) that might be used to publicize the show Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

News Releases The lead is the most important part of the news release Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Photographs Each photograph should communicate a message about the fashion or the trend and enhance the written communication of the news release Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Photographs Headshot Group shot Grip-and-grin Product shot Action shot Video Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Ancillary Materials Cover letter Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Ancillary Materials Basic fact sheet Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

DIRECT MARKETING The marketing process by which organizations communicate directly with target customers to generate a response or a transaction Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

The Online Environment Mobile applications (apps) are used by smart phones and tablets Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Direct Marketing on the Online Environment Email/Spam Infomercials Home-shopping channels Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

Social Media Social media use web-based and mobile technologies to turn communication into interactive dialogue Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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) Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

OTHER FORMS OF PROMOTION Personal selling Visual merchandising Special events Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

SPONSORSHIP A sponsorship pitch Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

SPONSORSHIP A sponsorship package Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

CREATIVE DEVELOPMENT OF PROMOTIONAL MATERIALS Announcements Invitations Promotional posters Tickets Programs Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013

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 Everett, Swanson Ch 4 Published by Fairchild Books, an imprint of Bloomsbury Publishing Inc. Copyright © Bloomsbury Publishing Inc. 2013