1. UNIT F FASHION PROMOTION
6.02 Discuss fashion advertising.

2. 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

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

4. 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

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

6. 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. 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.
Local advertisers must follow the guidelines established by the manufacturer.
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.

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

9. Newspapers Primary form of advertising for local retailers
Fifty-five percent of adults in the U.S. read a newspaper daily.
Allow advertisers to reach most readers daily
Dominated by large retailer advertising
Geographic selectivity
Variety of ad sizes and prices available
Provides verbal and visual communication to consumers
Relatively easy to produce
Comparatively low cost

10. 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

11. 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

12. 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

13. 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.

14. Television (cont.)
Enables advertisers to show actual products in color and motion
Prime time is between 8 p.m. and p.m.
High cost of time and production
Message has short life
Local TV not available everywhere

15. 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

16. 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.

17. 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

18. 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.

19. 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.

20. 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.

21. 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.

22. 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

23. 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. 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. 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

26. 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.

27. The “right” media mix…
Most effectively and efficiently reaches the largest portion of the target market
Suits the size and type of company, target market, media availability, and cost
Combines types of media that support and strengthen the over-all advertising campaign