Www.brainybetty.com1 UNIT F FASHION PROMOTION 6.01 Identify the components of the promotional mix

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UNIT F

FASHION PROMOTION

6.01 Identify the components of the promotional mix.


Promotion: The communication with

customers about products and

services to create demand and encourage purchases.


Promotion may be done locally, regionally, nationally, or internationally.

The goal of promotion is to communicate with the largest target audience possible.

Promotion helps to attract new customers, increase sales to existing customers, and stimulate brand name recognition.


Promotion should be designed to…Create an awareness and understanding of companies and/or products and to introduce new products, inform consumers or changing prices, and explain new services.

Convince consumers about the benefits or using certain products or patronizing particular businesses.

Remind consumers where to purchase certain products, to encourage purchases, and to stimulate additional purchases.


Promotion is one of the four major elements of the marketing mix.

Product

Place

Price

Promotion


Promotional activities affect how customers view a company.

Deceptive or misleading promotion practices can harm a business.


Promotional mix: The combination of all types of communication used by a business to inform, persuade, or remind consumers about a company and/or its products.


Promotional mix elements

Advertising

Personal selling

Publicity

Public relations

Sales promotion


Advertising

Any PAID form of NONPERSONAL presentation of ideas, goods, or services made by an IDENTIFIED SPONSOR.


Personal selling

PERSONALIZED, TWO-WAY COMMUNICATION with a customer in the process of exchanging merchandise for money or credit.


Personal SellingMajor form of promotion

Very expensive because it requires individuals to make contact with potential customers

Designed to complete the sale once a customer has been attracted to a business by advertising, visual merchandising, publicity/public relations, or special events


Publicity

NEWSWORTHY INFORMATION about a company, product, or person placed in the media AT NO CHARGE with the purpose of creating a desired image.


Free

Carried by mass media. Mass media are those instruments of communication designed to reach the mass of the people.

Must be newsworthy to earn media space and time

Must be timely, have local interest, and appeal to medium’s audience

Seems more credible to consumers than advertising

Company has little control over content of message or how it is presented to the public

Can have a good or bad result

Helps make styles, manufacturers, retailers, trends, or designers better known to the public


A written news story sent as publicity to a newspaper or magazine.

Used to create public awareness of store openings, civic events at store locations, or announce employee promotions

Used to create a positive image and awareness about a company, designer, or product


Promotional information packages that contain press releases and photographs.

Help create awareness of products or designers’ latest fashions and apparel items

Serve as free advertising for the business if pictures are published by the media


Activities designed to build positive relations with the customers, employees, and the community.Participation in

community programs

Effective PR can help build a positive image for a company, but cannot cover up bad news.


Visual merchandising

Entices customers to enter the storeEnhances store imageEffectively presents the merchandise that the store has to offerShows customers how to wear and accessorize merchandise

Attractive and appealing physical display of merchandise combined with effective store layout and décor.


Special eventsPromotional activities designed to increase customer traffic, sell goods, and improve company image.Fashion shows

Trunk shows

Special sales

Celebrity appearances


Coordinating the promotional mix elements

Most businesses rely on more than one form of promotion to achieve promotional goals.

The promotional mix is based on product characteristics and the existing market for the product.

The promotional mix changes over time, just as products and consumers change.


Coordinating the promotional mix elements (cont.)

Each promotional activity should be designed to complement the other types of promotion being used by the business.

National advertising should be coordinated with local promotional activities.

Sales staff should be informed of promotional activities taking place.


Promotional approaches during the fashion cycle…

Introduction. Promotion is used to introduce trends and create interest in new merchandise.

Rise. Promotion is used to motivate customers and increase desire for merchandise.

Peak. Promotion is used to persuade consumers that the business’s version of a product is best and why.


Promotional approaches during the fashion cycle… (cont.)

Decline. Promotion is designed to gain customers’ loyalty with reduced prices and reinforce their choice.

Obsolescence. Promotion is used to emphasize large markdowns.

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Www.brainybetty.com1 UNIT F FASHION PROMOTION 6.01 Identify the components of the promotional mix