6.02 fashion advertising

6.02 fashion advertising.

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Purposes of fashion advertising

• Build a company’s image• Promote a product, sale• Support a cause• ****Stimulate store traffic• Stimulate consumer interest• Provide useful information• Develop brand/store loyalty

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Types of fashion advertising

DECA Fashion

Show November

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6 p.m.

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Product advertising

Promotion designed to sell specific merchandise items, lines, or certain services.

•Most fashion and cosmetic*** advertisements are product ads.

•Identifies, describes products

•May mention price and/or availability

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Institutional advertisingPromotion 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 (***Get Out and Vote)

•**Build long-term patronage by customers

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•National advertising: Advertising sponsored by companies that sell products on a nationwide basis. (***Reebok in Sports Illustrated)

•Regional advertising: Advertising by retailers that have many stores in adjoining states. (Belk)

•Local advertising: Advertising sponsored by local businesses. (PJ’s or Special Treasure’s)

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Cooperative advertisingThe sharing of advertising and its costs by

two or more organizations.•National manufacturers team with retailers to pay for local advertising. (***JCPenney and Levi Strauss)

•Each party shares in the total cost of the advertisement.

•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. (**local cosmetic boutiques)

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Forms of advertising media

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Newspapers

• Primary form of advertising for local retailers• Dominated by large retailer advertising• ***Geographic selectivity• Variety of ad sizes and prices available• ***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.

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Magazines• Retailers advertise in magazines that have target

markets similar to their own.• Enable retailers to benefit from ***national circulation• Readers keep magazines for extended periods of time.• 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.

• Regional stores can reach the largest local audience

• National manufacturers / retailers advertisements designed to build brand loyalty on major network channels.

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• ***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

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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 is during morning and afternoon commutes.

• Universally used medium• Short preparation and lead time• Low cost

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Radio (negatives)

• Easy to target markets through listening area, program content, and station type

• ***No 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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Internet advertising

• Rapidly growing form of promotion• 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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• Response rates are low. Click. delete

• Audience limited to computer users

• Many computer users view online advertisements as an annoyance.

• Reliability and privacy are a concern.

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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.

• Banner ad

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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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• Can be considered “junk mail”

• Catalogs are popular because of the shopping convenience.

• **Bill enclosures: Manufacturer or retailer-produced statement enclosures that offer retailers low-cost selling opportunities.

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Outdoor signage• Billboards, public transit advertisements,

posters, and free-standing signs• ***Can only have short, general message• Considered offensive by some people• ***Repetitive viewing• Minimal cost per viewing if in high-traffic

areas• target geographic location• Some wasted audience coverage• Most effective for institutional advertising

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Merchandise packaging• Company names, logos, and slogans on

shopping bags, gift bags, gift boxes, and wrapping paper

• Develops an image for the business

• Small expense to retailer

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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

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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

• Combines types of media that support and strengthen the over-all advertising campaign