Fashion and the Promotional Mix. Lesson Objectives Explain the four components of the promotional...
-
Upload
clay-grindley -
Category
Documents
-
view
222 -
download
0
Transcript of Fashion and the Promotional Mix. Lesson Objectives Explain the four components of the promotional...
Fashion and thePromotional Mix
Lesson Objectives• Explain the four components of the
promotional mix.• Describe a fashion promotion plan.• Discuss how designers and
manufacturers use branding and licensing.
What is Promotion?Any form of communication a business
uses to inform, persuader or remind people about its products or to enhance its image.
Promotional Mix• Any combination of the four components
of promotion:– Sales promotion– Public relations and publicity– Advertising– Personal Selling
Sales PromotionShort-term incentives used to interest
customers in buying products
Trade Promotions• Promotions WITHIN the industry• Trade Shows• Conventions
AmericasMart - Atlanta
Consumer Promotions
• Manufacturers– Promote collections
and/or lines– Fashion Shows– Designer
appearances– Trunk Shows
• Retailers– Generate traffic– Contests– Sales– Premiums– Free samples– Free services– Coupons– E-mail offers
Targeted to final user
Public Relations• Communications used to create a positive
image for the business– Creates goodwill for the business– Encourages customers to buy– Revlon
• Run/Walk for Cancer Research
– Avon• 3-Day Walk for Breast Cancer
Promotional Mix• Any combination of the four components
of promotion:– Sales promotion– Public relations and publicity– Advertising– Personal Selling
Publicity• Non-paid message giving information about a
company– Merchandise– Services– Activities– Employees– Press release
• Written news stories sent out to the media
Writing A Press Release
What is a Press Release?
Short document that provides information about your organization’s events and activities to a newspaper, magazine, TV or radio station.
The Elements of a Press Release
Heading
FOR IMMEDIATE RELEASE
Can be placed at the top of the release or in the fist sentence of the first paragraph
The Elements of a Press Release
• To: Rhea Porter, Asheville Citizen-Times From: Center for Participatory Change Contact: Craig White, 828-299-9437Date: April 20, 2003
The Elements of a Press Release
• Provide a headline.
“Total Health & Fitness Grand Opening Celebration May 14”
The Elements of a Press Release
• Writing the release
• The first sentence is the ‘lead’--it should grab the reader’s attention.
• The second sentence gives a factual summary of the article. Some people only read this far, so make your point right away.
The Elements of a Press Release
• Writing the release
• Be sure to provide a brief description of your organization for readers who may not know much about you.
• Use quotes from members, leaders, or other supporters to strengthen your points or provide detailed information. Text carries facts; quotes carry feeling.
The Elements of a Press Release
• Writing the release
• Write like a reporter--just the facts. Who, what, when, where and why. Don’t praise yourself--just write objectively, and let your work speak for itself.
The Elements of a Press Release
• Writing the release
• Write like you’re talking about someone else--she, they, the organization--not we, us, our organization. Keep it short: 400 words or less. Use short paragraphs of only one or two sentences.
The Elements of a Press Release
• Writing the release
• In the last paragraph, explain how people can contact you or get more information.
• Three to four number signs together signal the end of the press release.