Chapter 15 Advertising and Promotion Diamond Fashion Retailing



















- Slides: 19

Chapter 15: Advertising and Promotion Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Promotional Activities n n n n Advertising Fashion shows Demonstrations In-house video programming Special campaigns Celebrity appearance Institutional events Visual merchandising Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Advertising The paid form of non-personal presentation of the facts about goods, services, or ideas to a group. Illustrated through the use of copy and/or artwork. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Internal Structure n Copy area creates written message n Production creates technical aspects of ad reproduction, proofreading, and placement n Art section produces photos or drawings used in the ads Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

External Ad Sources Specialists guide clients through process of becoming better known. n n n Advertising agencies Freelance designers Merchandise resources The media Market consulting firms Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Types of Fashion Ads n n n Promotional advertising Institutional advertising Combination advertising Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Promotional Advertising The retailer uses the ad space to promote a particular item for sale. Immediate sales results can be determined. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Institutional Advertising When the retailer does not attempt to sell a particular product in the ad space, but instead is selling the idea of shopping at their store(s). Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Cooperative Advertising The financial contribution by manufacturers towards the cost of a retailer’s advertising. The dollar amount offered by the manufacturer is based upon the retailer’s purchase volume. (Robinson-Patman Act) Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Media Outlets n Print Media q q q Newspapers Magazines Direct Mail n Broadcast Media q q Radio Television Web sites Outdoor Media Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Why Advertise in the Newspaper? 1. 2. 3. 4. 5. 6. 7. 8. 9. Daily publication schedule Short lead time Mass appeal Large audience Low cost per prospective customer Longer lifespan when compared to radio and television Full-color ad supplements on high quality stock, leading to longer life span Reach specific target market Geographical target Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Why Advertise in Magazines? 1. 2. 3. 4. 5. 6. High quality paper stock and color reproduction Long life span National audience reach Great for institutional ads (life span) Placement of contact information for a national audience: Web address, toll number, mail order information Regional editions allow more effective use of ad dollars Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Direct Mail Is Successful Because n n Target specific groups with desired characteristics Can be combined with other mailings for lower costs Separation from other ads allows DM pieces to gain more consumer attention Can be examined at leisure Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Outdoor Media Choices n n n Billboards Backlit transparencies Posters Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Budgeting Ad Dollars n n n Percent of sales method Objective and task method Unit of sales method Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Terminology n n n Run of Press Preferred position Regular position Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Promotional Programs n Fashion Shows q q q n n n n Formal productions Runway parades Informal modeling Special Campaigns Institutional Events Designer and Celebrity Appearance Holiday Parades In-house Video Demonstration Sampling Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Publicity The nonpaid mention of a retailer’s goods, services, or idea in the media. Can be influenced by formal public relation campaigns. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved

Trends In Advertising and Promotion n n n Increase in DM usage Fashion catalogs as an information source Decrease in storewide promotion Decrease in institutional advertising Cooperative advertising Decrease in major fashion show presentation Increases in demonstrations Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 07458. All Rights Reserved
Fashion promotion definition
Ibp in advertising
Difference between advertising and sales promotion
What is the final step of the selling process?
Advertising public relations and sales promotion
Advertising management and sales promotion
International advertising and promotion
Types of fashion retailers
Global advertising and international advertising
360 advertising marketing & promotion
Entitlings and enhancements are forms of:
Chapter 13 retailing and wholesaling
Strategic planning in retailing
Introduction of retailing
Information gathering and processing in retailing
Value-oriented retail strategy
3 aspects of value-oriented retail strategy
Types of retaling
Ltravelocity
Single channel marketing definition