Advertising and Promotion in Fashion
1. Digital Media and Advertising
1.1. Website
A connected group of pages on the World Wide Web regarded as a single entity, usually maintained by one person or organization and devoted to a single topic or several closely related topics.
Advantages: The information is available to be accessed by anyone, anywhere, anytime.
Disadvantages: It may be difficult for researchers to locate, especially if there are many similar sites.
1.2. Online Display Advertising
Many different formats and contains items such as text, images, flash, video, and audio.
Advantages: Fairly flexible in terms of style and format. While you might be limited by the space allocated to the ads, display ads can come as videos, images, gifs, interactives, games, and text.
Disadvantages: Most people ignore display ads.
1.3. Behavioral Targeting
Internet advertising strategy that is based on an advert.
Advantages: Great
Disadvantages: Privacy
1.4. Search Engine Optimization
Involves advertising paying only when a consumer clicks on their ad.
Advantages: Target searchers who may be interested.
Disadvantages: Style by the brand
1.5. Apps
Is a computer program designed to run on a smartphone.
Advantages: Mobile device
Disadvantages: Some of them are free, the other ones you have to purchase.
1.6. Action Codes / QR Codes
Short for quick response.
Advantages: Can share their purchase
Disadvantages: Social media created buzz for the new department.
2. Companies’ Use of Social Media
To create multi-channel media campaigns.
2.1. Social Media Platforms and Contents Differences
Are forms of electronic communication websites for social networking and microblogging – through which users create online communities to share information, ideas, personal messages, and other content, such as videos.
3. Social Media Benefits to Consumers and Companies
Fashion promotion at the time of this writing are Facebook, Twitter, blogs, e-newsletters, Pinterest, Instagram, and viral marketing.
3.1. Advantages and Disadvantages
Digital media awards have been created to recognize outstanding digital campaigns and contributions from people working in the field.
Disadvantages: Some people are associated with information overload, fragmented media, privacy, and security.
4. Advertising Characteristics and Function
Advertising is any nonpersonal message. The function is generated by the ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communicate the problem.
5. Advertising Creativity
Refers to the ability to generate fresh, unique ideas.
5.1. Dimensions of Divergence
Refers to those elements in an advertisement that are different or unusual.
6. Selling Points, Buying Benefits, Unique Selling Proposition
6.1. Selling Points
An aspect of a product or service that is stressed in advertising or marketing.
6.2. Buying Benefits
General: Advantage, privilege, right, or financial reimbursement (such as that made under an insurance policy, medical plan, or pension plan).
6.3. Unique Selling Points
(USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands.
7. Theoretical Approaches to Advertising Design
7.1. Hierarchy of Effects Model (Cognitive / Affective / Conative)
7.1.1. Cognitive
A cognitive message strategy is the presentation of rational arguments or pieces of information to the customer or consumers. When a cognitive message strategy is used, the advertisement’s key message is about the product’s attributes or benefits of the product or service that is being advertised.
7.2. Means-End Theory
Advertising theory, product attributes, consumer benefits, leverage points, tagline, personal values, executional framework.
7.3. Dual Coding Processing of Memory
Pictures are coded both as visual and verbal information and stored in two places – stronger memory.
- Words when combined with images can be remembered better.
8. Characteristics of Advertising Appeals
8.1. Rational Appeal
The reasonable, practical, and functional desirability of a product or service to a potential consumer.
8.2. Emotional Appeal
Break down the components that make up an emotional appeal.
8.3. Fear Appeal
It generally describes a strategy for motivating people to take a particular action, endorse a particular policy, or buy a particular product, by arousing fear.
8.4. Humor Appeal
Uses humor to ridicule an opponent and/or direct attention away from the issue at hand.
8.5. Sex Appeal
The ability to excite people sexually.
8.5.1. Musical Appeal
Electronic media advertisements to enhance its success.
8.5.2. Scarcity Appeal
Is presented. It refers to an appeal of an advertisement as the general.
9. Creative Execution Styles
9.1. Straight Sell
Is the most basic of all advertising execution styles.
9.2. Demonstration
Advertising execution shows the consumer how to use the equipment or product.
9.3. Testimonials
Execution presents information from a user of the product who praises the product based on personal experience.
9.4. Slice of Life
Present problems consumers have daily in life and then show how the advertiser brand will solve the problem.
9.5. Personality Symbol
Execution style uses a central character or personality symbol to deliver the advertiser message.
9.6. Imagery
Executions are nearly all visual, with very little textual information presented.
9.7. Dramatization
Telling a story.
10. Direct Marketing
10.1. Direct Mail
Pieces are direct response messages delivered through the mail.
10.2. Catalog
Is a published list of items for sale usually including descriptive information or illustrations.
10.3. Email (Web Analytics)
Pieces are direct response messages delivered through the mail.
10.4. Text & Multimedia Messages
Provide information to an audience and provide advertisers with an environment to reach that audience with promotion.
10.5. Location-Based Marketing (Geo-Targeting)
Involves detecting a user’s location and serving them communications based on that location.
11. Definition and Roles of Sales Promotion
Sales promotion objectives: activities to provide extra values or incentive to customers, employees, or distribution to generate immediate sales.
12. Criteria for Incentives
It attracts the consumer with a promise of a reward, motivating the consumer to take action.
13. Concepts, Characteristics, and Advantages & Disadvantages of Sales Promotion Tactics/Tools
Trial purchase: new or improved product.
13.1. Sampling
A small quantity of the product is given to a consumer.
13.2. Coupon
Are vouchers entitle the bearer to benefits, such as a cash refund to a gift when redeemed.
13.2.1. Sales Promotion Objectives and the Tactics
In-class activity: promotional products useful or decorative products, advertising specialties: business gifts, awards, and commemoratives are also considered promotional products.
14. Concept of Customer Loyalty
Loyalty programs reward frequent buyers for their purchases with incentives such as money-off coupons, gifts, invitations to special members.
15. Roles of Public Relations and Relationship Management
Management is a function that should involve top leaders within an organization.
15.1. Public Relations
The distinctive management function that helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation.
16. Differences Between Advertising, Marketing, Promotion, Publicity, and PR
16.1. Public Relations Practitioners
Use a variety of formats, including news releases, media kits, photographs, videos, and digital images to communicate with media outlets.
17. Factors Influencing Newsworthiness
Impact: How significant is the event? If it is one the public will want to hear or read about.
Timeliness: The more recent the topic, the more newsworthy.
Prominence: Famous people or institutions, including fashion brands, are newsworthy.
The Bizarre: The unusual or unexpected attracts attention and is considered newsworthy.
Human Interest: Stories with an entertainment factor may be newsworthy.
18. Public Relations Tools Concepts
18.1. Publicity
Communication that seeks to tell others about a replacement of the same product.
18.1.1. Development/Sponsorship
A session sponsor must be an affiliate member organization, commercial member company, or professional development organization officially affiliated with AALAS.
18.1.2. Internal Relations
Managing a firm’s employees by creating a corporate culture that attracts and retains productive workers.
18.1.3. Investor Relations
Work aimed at keeping shareholders informed and loyal to the fashion brand.
18.1.4. Community Relations
Firm’s interactions with the people constituting the environment it operates in and draws resources from, to foster mutual understanding, trust, and support.
18.1.5. Media Coverage
The mass communication organization whose functions are to provide news, information, or entertainment to an audience.
19. Definition and Objectives of Special Events
Is a one-time occurrence with planned activities, focused on a specific purpose, to bring attention to a brand, manufacturer, retailer, or organization to influence the sale of merchandise.
20. Institutional Events vs. Merchandise Events
20.1. Institutional Event
Enhance the image of the company by exhibiting good corporate citizenship, embellishing customer relations, contributing to the community economic development, or promoting a charitable cause.
20.2. Merchandise Event
Are planned to influence the sale of goods.
21. Promotion Planning Process
Background research – identifying key problems/opportunities – setting promotion objectives – developing promotion theme – planning promotion mix elements: sales promotion refers to those activities that provide extra value or incentive to customers, employees, or distributors, to generate immediate sales. It is used to encourage customers to take action through a direct incentive intent to add extra desirability to a purchase.
22. Definitions
Dwell Rate: High engagement, brand-related searches, and ultimately conversions. It went on to say that an increase in dwell rate from 5% to 15% translated to an increase in conversion from 0.4% to 0.6%, up 45%.
Dwell Time: The period of time that a system or element of a system remains in a given state.
Banner Blindness: Is a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information, which can also be called ad blindness or banner noise.
Advertising: Any nonpersonal message placed in traditional or digital media that is paid for and controlled by the sponsor.
Marketing: The activity set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Creative Strategy: The determination of what an advertising message will say or communicate to the target audience.
Direct Marketing: Process by which organizations communicate directly with target customers to generate a response or transaction.
Geo-Targeting: Is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP, or other criteria.
Purchase Cycle: Interval of time between purchase and replacement of the same product.
Deferred Billing: Opportunity to postpone or delay payment for purchase.
Celebrity Appearance: Special event that features a well-known individual from inside or outside the fashion industry to promote a new product or designer line.
Trunk Shows: Event that presents garments from a single manufacturer or designer in an informal fashion show in a retail store.