ALL MY NOTES - 18:49 thesellertoinform,persuade,,services...

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18:49 Promotion – a comprehensive term for all communication activities initiated by  the seller to inform, persuade, and remind the customer about products, services,  and/or ideas that are offered for sale -Elements of Promotion advertising direct marketing & interactive media sales promotion PR Special events Fashion shows Visual merchandising -Integrated Marketing Communication In an IMC environment, all promotion elements are thought of as a single  communication system with each element supporting the objectives of every  other element -What is merchandising? Forecasting what consumers want to buy Sourcing – investigating where to find that merch in the marketplace Costing – determining what price the customer is willing to pay Making merch available through retail stores or other merch outlets where the  customer is willing to buy merch
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-consumer base is not getting larger- they are getting smarter History of Visual Merchandising -European shopkeepers filled windows with staple merchandise -1840s new technology – large panes of glass gave way to window display -Aristide Boncicant opened the world’s first department store – Le Bon March é  in  Paris in 1838 name means cheap or bargain concept was very successful -1800s – U.S. Dept stores established: Macy’s – NY – 1858 Marshall Field’s – Chicago – 1865 Bloomingdale’s – NY – 1872 Wanamakers – Philadelphia – 1876 -1909 – Selfridges in London – 1 st  to keep lights on all nights in windows  Gordon Selfridge – American Revolutionized visual merch – built soda fountain in store -1920s – explosion of creativity in art and fashion  spilled over into window displays art deco - 1930s – Salvador Dali became a visual merchandiser with window display at  Bonwit Teller’s - 1950s – Andy Warhol worked as a window dresser, Jasper Johns
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-1960's boutique business emerged -1990's technology and super brands; use of photography and super models -21st century: standardized store design and display formats in chain stores Inventive use of in-store multi media Cross or lifestyle merchandising   Chapter 1: Why Do We Display?   Visual Merchandising Showing merchandise to its best advantage to get the sale Attempt to convience the viewer of the value of the object, the store promoting  the object, or the organization behind the concept Purpose of Visual Merchandising = promote the store image Functions : o To sell by showing and promoting merchandise o To help establish and promote store image o To encourage viewer to enter the store o
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