Promotion & Visual Merchandising

advertisement

Promotion is the
communication of
information about
goods, services,
images and/or
ideas to influence
purchase
behavior.
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Personal and Non-personal
 Persuasive
 Relevant
 Suited to the product
 Factual
 Repetitious
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Promotion links buyers and sellers
 Promotion influences purchase behavior
 Promotion allows sellers to
communicate the benefits of their
products to buyers
 Promotion is used to create demand for
a product or service
 Promotion is a major element of the
marketing mix
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Advertising
Visual Merchandising
Sales Promotion
Personal Selling
Publicity
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
Businesses use a
variety of
communication
techniques to give their
promotional messages
to consumers. The
combination, or blend,
of marketing
communication
channels that a
business uses to send
its messages to
consumers is known as
the promotional mix.
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Key role in obtaining and keeping customers
Appropriate blending of promotional
elements enables businesses to communicate
effectively with consumers.
Promoters can inform potential customers
about products, services, or ideas and
persuade them to buy.
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
Presentation of merchandise to the customer
in a visual way.
◦ This gives customers a firsthand view of the
product.
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To
To
To
To
To
To
sell goods
show new uses for products
introduce new goods
build prestige and goodwill
show proper care of merchandise
suggest merchandise combinations
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
Promotional
Displays –
designed to sell
the merchandise
Institutional
Displays –
designed to
promote
community
goodwill
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
The use of wires
or strings to
hang the
merchandise in a
display
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Bow – the most important part because it’s
seen the most, put current fashions and
main merchandise in this area, designed to
catch your eye
Center Panel – runs from ceiling to floor
Floor – used for tie-in items to help bring
attention back to the window
Back Wall/Side Wall – can be used to hang
accessories, last thing seen in a display
Door Wall – last chance for customer before
entering the store
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Primary – minimum amount of
light necessary to the window
without creating dark spots or
shadows – lights up the whole
display
 Secondary – lights up specific
part of the display
 Atmosphere – creates an
atmosphere
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Play of light against shadow – moonlight
(scary or romantic)
Special lighting devices – black lights, etc.
Colored lights and filters
Wash lighting – entire scene flooded with
light – creates a happy mood
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Functional Props – display the merchandise
(mannequin, Christmas tree, table, etc.)
Decorative Props – establish a mood (snow,
wood chips, leaves, etc.)
Structural Props – change architectural
organization of the window (ladder, polevertical, fence – horizontal)
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 Window
–
outside
selling area
 Interior –
inside selling
area
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Closed window design – uses a full
background panel; completely separates the
store’s interior from the window display
Semi-closed window design – uses a half
panel background to separate the store
interior from the display. Potential
customers can see over the displayed
merchandise into the store.
Open window design – make it possible for
customers to look directly into the store. No
back panel.
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Island – Large, open
tables stacked high with
one or several types of
merchandise and
separated from
surrounding areas
End – Located at the end
of merchandise aisles.
Used for displaying
timely & specially priced
merchandise
Platform – Merchandise
displayed on stands
raised above surrounding
products.
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Shadow Box – Small
closed interior displays
built into walls or placed
on counters or ledges
Ledge – Shelves built on
walls or other display
units
Point of Purchase – Open
displays usually tied in
with a manufacturer’s
advertising program.
Located in most cases
near checkout counters
or store exits.
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Line – shortest
distance between
two points
Direction – vertical,
horizontal, oblique
(diagonal), curvy
Shape – circle,
square, triangle,
rectangle
Size – blend sizes
or contrast them)
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Space – every item
should have its own
space
Texture – surface
quality of an object
(soft, hard, shiny,
dull, rough,
smooth)
Weight –
lightweight or
heavyweight
Color
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Every object that
you put into a
display has all 8
of the design
elements!
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Triadic – Red, yellow, blue or Green, orange
violet
Advancing (warm) Red, orange, yellow
Receding (cool) Blue, green violet
Analogous (next to each other on the color
wheel)
Monochromatic (tints and shades of one color)
Complementary – opposites (red/green,
blue/orange, yellow/violet, etc.)
Split Complementary – base and the colors
around it
Double Split Complementary – Base and colors
around it and the complement and colors
around it
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Things every display must have!
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
Equal distribution of objects within the
display
◦ Formal – mentally split the display down the center
– both sides identical in space & weight visually
◦ Informal – both sides are balanced but not identical
if split down the middle
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First thing you see – the point of eye contact
◦ Ways to create a point of emphasis
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Contrasting Color
Contrasting Shapes, sizes, textures
Highlighting with spotlight
Placement – putting something in the foreground
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 Blending
and
combining of
everything in
your display
to create a
pleasing effect
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 Arrangement
of merchandise
within a display
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Pyramid – cylinder
Step – Progression of sizes
Zig Zag – background, middle-ground,
foreground
Repetition – Repeating or alternating items
Radiation – (sun) emphasis is center and
everything radiates from that.
Rhythm – The way your eye moves through
the display. (Rhythm will happen
automatically if you have properly arranged
merchandise.)
Rhythm is the direction of your line.
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