UNIT FFASHION

PROMOTION

6.02 Discuss fashion

advertising.

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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

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

DECA Fashion

Show November

296 p.m.

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Product advertisingPromotion 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

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Institutional advertisingPromotion 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

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•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.

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Cooperative advertisingThe 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.

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

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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

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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

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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

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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

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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.

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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

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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

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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.

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Online advertising

• 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

Advertising messages placed on the Internet.

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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.

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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.

Banner ad

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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.

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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.

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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

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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

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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

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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

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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.

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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