1. 6.02 Discuss fashion advertising.
FASHION PROMOTION
6.02 Discuss fashion advertising.

2. Types of fashion advertising
Product advertising
Institutional advertising
National, regional, and local advertising
Cooperative advertising 2

3. 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 3

4. Example of Product Advertising

5. 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 5

6. Example of Institutional Advertising
H & M is showing customers they are environmentally conscience.

7. 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. 7

9. 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. 9

10. Forms of advertising media
Newspapers
Magazines
Television
Radio
Online advertising
Direct mail
Outdoor signage
Merchandise packaging
Video 10

11. Newspapers A main form of advertising for local retailers
Geographic selectivity
Variety of ad sizes and prices available
Provides verbal and visual communication to consumers
Relatively easy to produce
Comparatively low cost 11

12. Newspapers (cont.)
Quick turnaround time. May take as little as 48 hours from creation of advertisement to appearance in the newspaper
Short life. Newspapers are read hastily and are thrown out frequently
Poor quality print and color reproduction 12

13. 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 13

14. 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 14

15. 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. 15

16. 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 16

17. Radio Popular with consumers in homes, cars, and places of work
Prime advertising slots are during morning and afternoon commutes to and from work.
Universally used medium
Short preparation and lead time
Low cost 17

18. 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. 18

19. Online advertising Advertising messages placed on the Internet.
Rapidly growing form of promotion
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 19

20. 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.
Many computer users view online advertisements as an annoyance.
Reliability and privacy are a concern. 20

21. 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. 21

22. 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. 22

23. 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. 23

24. 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 24

25. 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 25

26. Your Turn!
In groups of 2-3, create a sample magazine ad that fits each of the following types:
-Product
-Institutional
-Cooperative
This is NOT related to your FMPP. Each ad should take up an entire sheet of white paper and use color, text, and illustrations. Use real stores/brands in your example. Due tomorrow. We will have 20 minutes in class tomorrow to finish so your time today wisely!