UNIT F FASHION PROMOTION Sign Up For Fashion Merchandise Marketing ONLY if your COOL! LIKE THE TEACHER 6.02 Discuss fashion advertising.

Purposes of fashion advertising Build a company’s 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

Types of fashion advertising Product advertising Institutional advertising National, regional, and local advertising Cooperative advertising DECA Fashion Show November 29 6 p.m.

Product advertising Promotion designed to sell specific merchandise items, lines, or certain services. Most fashion advertisements are product ads. Identifies and describes products May create a sense of urgency for a specific sale or limited time period I P R

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

Local advertising: Advertising sponsored by local businesses. 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. LOCAL: Doggy Daycare located in Huntersville

Cooperative advertising The sharing of advertising and its costs by two or more organizations. National manufacturers team with retailers to pay for local advertising. Each party shares in the total cost of the advertisement. 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. Tom Ford Hearts Foxes

Forms of advertising media Newspapers Magazines Television Radio Online advertising Direct mail Outdoor signage Merchandise packaging Video

Newspapers Primary form of advertising for local retailers Fifty-five percent of adults in the U.S. read a newspaper daily. Dominated by large retailer advertising Geographic selectivity Variety of ad sizes and prices available Comparatively low cost The Charlotte Observer

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 The Charlotte Observer

Newspapers (cont.) Supplements: Preprinted advertisements, usually in magazine format, that are inserted into newspapers. Longer life Huge circulation Relatively Low Cost

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. High cost Long lead time between preparation of ad and its publication makes information less timely. Professional preparation usually needed

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 Local retailers advertise on cable channels with lower advertising rates, and target more specific markets.

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

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

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.

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

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.

Banner ad A wide, shallow rectangle seen at the top or bottom of Web pages that will take the user to the advertiser’s Web page if clicked with a mouse. Banner ads may include animation, sound, and even video.

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.

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.

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

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

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

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

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.

The “right” media mix… Most effectively and efficiently reaches the largest portion of the target market