UNIT F
FASHION
PROMOTION
6.02 Discuss
fashion
advertising.
Purposes of fashion advertising
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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
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Product advertising
Institutional advertising
National, regional, and local advertising
Cooperative advertising
DECA
Fashion
Show
November
29
6 p.m.
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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
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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
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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 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.
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Forms of advertising media
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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
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
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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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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.
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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 lowcost 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 freestanding signs
• Can only have short, general message
• Considered offensive by some people
• Repetitive viewing
• Minimal cost per viewing if in hightraffic 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 overall advertising campaign
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