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2. CHAPTER FOUR The Message

3. 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?
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4. PROMOTION
Aliza Licht, senior vice president for global communications at Donna Karan, uses social media and posts regular Tweets as DKNY PR Girl
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5. PROMOTION
Producers also depend on promotion efforts to build an audience for their productions
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6. 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
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7. ADVERTISING
Any nonpersonal message, paid for and placed in the mass media, and controlled by the sponsoring organization
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8. ADVERTISING Advertising can also be classified by its purpose: Product
Institutional (nonproduct or image building)
Commercial (for profit)
Noncommercial (nonprofit)
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9. Newspapers
Advertising commonly sold by standard advertising unit (SAU)
Advertisers run ads at run-of-paper (R.O.P.) rates
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10. Preparing Advertisements
Copy, art, and whitespace
Headlines, sub heads, and body
Illustrations and/or photography
Paste-ups and tear sheets
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11. Magazines
Some national and international magazines that cover haute couture and ready-to-wear fashion shows
WWD Collections
Vogue
InStyle W
Elle
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12. Magazines
Advertising or news releases must be delivered six weeks to two months or more before the publication date
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13. Magazines
A fashion show produced for a local audience should consider placing its advertising in a local magazine
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14. Network and Cable Television
Network: On major national channels during a specified show
Spot: On independently owned stations
Local: On local television stations
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15. Radio Match the show to the station
Commercials must be brief, but they must get the message across
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16. PUBLIC RELATIONS
Establishes and maintains mutually beneficial relationships between an organization and the public
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17. 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
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18. PUBLIC RELATIONS
Media list: all media outlets (local, regional, national, international) that might be used to publicize the show
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19. 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
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20. News Releases The lead is the most important part of the news release
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21. Photographs
Each photograph should communicate a message about the fashion or the trend and enhance the written communication of the news release
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22. Photographs Headshot Group shot Grip-and-grin Product shot Action shot
Video
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23. Ancillary Materials Cover letter Everett, Swanson Ch 4
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24. Ancillary Materials Basic fact sheet Everett, Swanson Ch 4
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25. DIRECT MARKETING
The marketing process by which organizations communicate directly with target customers to generate a response or a transaction
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26. 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
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27. The Online Environment
Mobile applications (apps) are used by smart phones and tablets
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28. 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
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29. Direct Marketing on the Online Environment
/Spam
Infomercials
Home-shopping channels
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30. 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
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31. Social Media
Social media use web-based and mobile technologies to turn communication into interactive dialogue
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32. 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)
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33. 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
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34. OTHER FORMS OF PROMOTION
Personal selling
Visual merchandising
Special events
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35. 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
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36. SPONSORSHIP A sponsorship pitch Everett, Swanson Ch 4
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37. SPONSORSHIP A sponsorship package Everett, Swanson Ch 4
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38. CREATIVE DEVELOPMENT OF PROMOTIONAL MATERIALS
Announcements
Invitations
Promotional posters
Tickets
Programs
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39. 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