UNIT F

FASHION
PROMOTION
6.02 Discuss
fashion
advertising.

Purposes of fashion advertising

Build a companys 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
29
6 p.m.

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

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 advertisers 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 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 overall advertising campaign
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