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Unformatted text preview: AMM 230:Fashion Promotion Promotion: A Global Perspective
Chapter 1 What is Promotion?
Includes all the activities initiated by the seller to inform, persuade, and remind the consumer about products, services, and/or ideas offered for sale. Ultimate Goal for using promotion: To get the consumer to make a purchase. Globalization in the Business World Globalization The coming together of international trade and foreign investment from all over the world Some examples.... Reasons for the Transition to a Global Perspective
1. 2. 3. 4. 5. Economic growth Improved economic status of developing countries Increased global communications Improved transportation systems Institutional arrangements by business and government Think Globally, Act Locally 1. 2. Combine global branding practices with localized marketing. Examples: McDonald's sandwich choice in India Nike's ads in US vs. in Europe What is Marketing?
"The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and service to create exchanges that satisfy individual and organizational objectives." (American Marketing Assoc. Board, 1985) Marketing Mix The marketing mix is the coordination of the 4 P's Product Price Place Promotion Merchandising Fashion merchandising Adapting to changing consumer demands to present the right merchandise in the right way so that consumers will buy your merchandise Basic merchandising Having an adequate assortment of basic goods to meet consumer needs The Communication Process
Noise Source Sender Encoding Message Decoding Receiver Sender Feedback The Promotion Mix
Promotion Mix Categories Advertising Direct Marketing Sales Promotion Publicity & PR Personal Selling Special Events Fashion Shows Visual Merch. Advertising
"Any nonpersonal information paid for and controlled by the sponsoring organization" Magazine ad for Bebe Sport clothing Direct Marketing Mail (Flyers, postcards) Telephone (Telemarketing) Magazines (Ads, minimags) Internet (Popups) Radio (Radio commercials) Television (Commercials) Sales Promotion BONUS OFFER
Deluxe samples, compliments of CHANEL with your CHANEL order With our compliments, receive a deluxe mini Aqualumiere in Portofino and a ALLURE Sensuelle rollerball fragrance sample when you order. One offer to a customer, please. Supplies are limited. Online only. Sales Promotion & Personal Selling Sales Promotion: offers an incentive Publicity nonpaid media attention Public Relations planning and distributing publicity information for a client Personal Selling Working one on one with the customer. Nordstroms Special Events Charity Celebrity Appearances Product demonstrations/sampling Musical Performances Fashion Shows Visual Merchandising ...
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- Fall '07