1. Promotion & Visual Merchandising

2. Role of Promotion
Promotion is the communication of information about goods, services, images and/or ideas to influence purchase behavior.

3. Characteristics of Promotional Communication
Personal and Non-personal
Persuasive
Relevant
Suited to the product
Factual
Repetitious

4. Purposes of Promotion Promotion links buyers and sellers
Promotion influences purchase behavior
Promotion allows sellers to communicate the benefits of their products to buyers
Promotion is used to create demand for a product or service
Promotion is a major element of the marketing mix

5. Promotional Tools (Types of Promotion)
Advertising
Visual Merchandising
Sales Promotion
Personal Selling
Publicity

6. Promotional Mix
Businesses use a variety of communication techniques to give their promotional messages to consumers. The combination, or blend, of marketing communication channels that a business uses to send its messages to consumers is known as the promotional mix.

7. Importance of Promotional Mix
Key role in obtaining and keeping customers
Appropriate blending of promotional elements enables businesses to communicate effectively with consumers.
Promoters can inform potential customers about products, services, or ideas and persuade them to buy.

8. Visual Merchandising (Display)

9. Visual Merchandising
Presentation of merchandise to the customer in a visual way.
This gives customers a firsthand view of the product.

10. Purposes of Display To sell goods To show new uses for products
To introduce new goods
To build prestige and goodwill
To show proper care of merchandise
To suggest merchandise combinations

11. Classification of Displays
Promotional Displays – designed to sell the merchandise
Institutional Displays – designed to promote community goodwill

12. Flying In Technique
The use of wires or strings to hang the merchandise in a display

13. Five Basic Areas of Display Window
Bow – the most important part because it’s seen the most, put current fashions and main merchandise in this area, designed to catch your eye
Center Panel – runs from ceiling to floor
Floor – used for tie-in items to help bring attention back to the window
Back Wall/Side Wall – can be used to hang accessories, last thing seen in a display
Door Wall – last chance for customer before entering the store

14. Types of Lighting
Primary – minimum amount of light necessary to the window without creating dark spots or shadows – lights up the whole display
Secondary – lights up specific part of the display
Atmosphere – creates an atmosphere

15. Techniques Used to Create Atmosphere Lighting
Play of light against shadow – moonlight (scary or romantic)
Special lighting devices – black lights, etc.
Colored lights and filters
Wash lighting – entire scene flooded with light – creates a happy mood

16. Types of Props
Functional Props – display the merchandise (mannequin, Christmas tree, table, etc.)
Decorative Props – establish a mood (snow, wood chips, leaves, etc.)
Structural Props – change architectural organization of the window (ladder, pole- vertical, fence – horizontal)

17. Types of Displays Window – outside selling area
Interior – inside selling area

18. Window Display Designs
Closed window design – uses a full background panel; completely separates the store’s interior from the window display
Semi-closed window design – uses a half panel background to separate the store interior from the display. Potential customers can see over the displayed merchandise into the store.
Open window design – make it possible for customers to look directly into the store. No back panel.

19. Interior Display Unit Designs
Island – Large, open tables stacked high with one or several types of merchandise and separated from surrounding areas
End – Located at the end of merchandise aisles. Used for displaying timely & specially priced merchandise
Platform – Merchandise displayed on stands raised above surrounding products.
Shadow Box – Small closed interior displays built into walls or placed on counters or ledges
Ledge – Shelves built on walls or other display units
Point of Purchase – Open displays usually tied in with a manufacturer’s advertising program. Located in most cases near checkout counters or store exits.

20. Elements of Design Line – shortest distance between two points
Direction – vertical, horizontal, oblique (diagonal), curvy
Shape – circle, square, triangle, rectangle
Size – blend sizes or contrast them)
Space – every item should have its own space
Texture – surface quality of an object (soft, hard, shiny, dull, rough, smooth)
Weight – lightweight or heavyweight
Color

21. Every object that you put into a display has all 8 of the design elements!

22. Eight Color Schemes
Triadic – Red, yellow, blue or Green, orange violet
Advancing (warm) Red, orange, yellow
Receding (cool) Blue, green violet
Analogous (next to each other on the color wheel)
Monochromatic (tints and shades of one color)
Complementary – opposites (red/green, blue/orange, yellow/violet, etc.)
Split Complementary – base and the colors around it
Double Split Complementary – Base and colors around it and the complement and colors around it

23. Things every display must have!
Principles of Design
Things every display must have!

24. Balance Equal distribution of objects within the display
Formal – mentally split the display down the center – both sides identical in space & weight visually
Informal – both sides are balanced but not identical if split down the middle

25. Point of Emphasis First thing you see – the point of eye contact
Ways to create a point of emphasis
Contrasting Color
Contrasting Shapes, sizes, textures
Highlighting with spotlight
Placement – putting something in the foreground

26. Harmony
Blending and combining of everything in your display to create a pleasing effect

27. Proportion
Arrangement of merchandise within a display

28. Types of Arrangement Pyramid – cylinder Step – Progression of sizes
Zig Zag – background, middle-ground, foreground
Repetition – Repeating or alternating items
Radiation – (sun) emphasis is center and everything radiates from that.
Rhythm – The way your eye moves through the display. (Rhythm will happen automatically if you have properly arranged merchandise.)
Rhythm is the direction of your line.