PRINCIPLES OF BUSINESS, MARKETING
AND FINANCE
LESSON 5.3
ADVERTISING AND VISUAL
MERCHANDISING
“Copyright and Terms of Service
Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked
™ as the property of the Texas Education Agency and may not be reproduced without the express written
permission of the Texas Education Agency, except under the following conditions:
2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for
individual personal use only without obtaining written permission of the Texas Education Agency;
3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in
any way;
4) No monetary charge can be made for the reproduced materials or any document containing them; however,
a reasonable charge to cover only the cost of reproduction and distribution may be charged.
Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools
or any entity, whether public or private, educational or non-educational, located outside the state of Texas
MUST obtain written approval from the Texas Education Agency and will be required to enter into a license
agreement that may involve the payment of a licensing fee or a royalty fee.
Call TEA Copyrights with any questions you have.
Copyright © Texas Education
Agency, 2012. All rights reserved.
1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use
copies of the Materials and Related Materials for the districts’ and schools’ educational use without
obtaining permission from the Texas Education Agency;
2
• Visual Merchandising
• Display
• Storefront
• Marquee
• Store Layout
• Fixtures
• Point of Purchase
• Kiosk
Copyright © Texas Education
Agency, 2012. All rights reserved.
Key Vocabulary Terms
3
• Visual Merchandising- Encompasses all of
the physical elements that merchandisers
use to project an image to customers.
• Storefront-This includes the store’s name,
logo, banners, windows, and the exterior
design.
• Marquee-An architectural canopy that
extends over a store’s entrance.
• Store Layout- Refers to the way a store
uses floor space to promote sales and
serve customers.
Copyright © Texas Education
Agency, 2012. All rights reserved.
What Do They Mean?
4
Copyright © Texas Education
Agency, 2012. All rights reserved.
• Fixtures -Permanent or movable store
furnishings that hold and display
merchandise.
• P.O.P. - Point of Purchase -A consumer
sales promotion device with bold graphics
and signage that hold, display, or
dispense products.
• Kiosk -Large displays that are typically 4
feet high, have immediate product
availability, and are seen free standing in
malls as well as within a store.
5
• One major goal of a
retailer is to create a
positive shopping
experience that will
compel customers to
return.
• If interior displays are
done exceptionally well,
they enable customers to
make a selections without
the assistance of a sale
clerk.
• Merchandisers consider
four elements key to
achieving this goal.
Copyright © Texas Education
Agency, 2012. All rights reserved.
Visual Merchandising Success!
6
A marquee, banners, awnings, windows and
even landscaping all determine if a customer will
even ENTER the store!
The storefront must provide:
• The store name and logo
• Bright and colorful graphics
• A convenient location
• A large, well-lit parking lot to attract customers
and provide safety
Copyright © Texas Education
Agency, 2012. All rights reserved.
The Four Key Elements:
The Storefront
7
• Selling space- is used for interior displays, wall
and floor merchandise, product
demonstrations, and sales transactions.
• Storage space- is for items that are kept in
inventory or stockrooms.
• Personnel space- is allocated to store
employees for office space, lockers, lunch
breaks, and restrooms.
• Customer space- is designed for the comfort
and convenience of the customer and may
include in-store restaurants, seating, lounges or
recreation space for children.
Copyright © Texas Education
Agency, 2012. All rights reserved.
The Store Layout
8
• Mannequins, comfortable seating, and
innovative props are all valuable tools for
creating a memorable store interior.
Other aspects that make a fabulous store
interior are:
• The selection of floor and wall coverings
• Lighting
• Bright colors
• Interior signage
• Bold graphics
Copyright © Texas Education
Agency, 2012. All rights reserved.
The Store Interior
9
• There are five types of interior displays:
• Closed displays- Allows customers to see but
not handle merchandise
• Open displays- Allows customers to handle and
examine merchandise
• Architectural displays- Allows customers to see
what the merchandise may look like in their
home
• Point of Purchase Displays- Designed to
promote impulse purchases
• Store Decorations- Displays that often coincide
with seasons or holidays
Copyright © Texas Education
Agency, 2012. All rights reserved.
Interior Displays
10