TXMI 4240: FASHION PROMOTION AND VISUAL MERCHANDISING SUMMER 2009 KEY TERMS FOR MIDTERM The midterm exam will be a combination of standardized items such as multiple choice and fill in the blanks questions as well as short answer and short essay questions. You should know the material and concepts included in this guide (based on your class note and augmented by your textbooks) but also understand how to apply it to real situation since several questions in the exam may require that you apply the knowledge to specific ceases or problems. INTRODUCTION - Definition of Promotion - Roles of Promotion - Definition of Marketing - The Four P’s of the Marketing Mix - 9 elements of Promotion Mix CONSUMER BEHAVIOR Consumption cycle Product life cycle Market segmentation Mass market Niche market: FASHION ORGANIZATIONS - Promotion divisions, advertising agencies, Media Representatives - Retailer organization (divisions) - Manufacturer organization (divisions) - In-House promotion division (departments) - Specialized services: Creative boutiques, fashion show production agency, media buying services, etc. PLANNING AND BUDGET - Short term promotion plan and Strategic plan - Strategic analysis - Mission Statement - Trade calendars - Retail and Consumer calendars - Theoretical models for Promotion Budgets Diminishing Returns: Sales are stimulated by $ spent S-Shaped Curve: Early advertising expenses have little effect on sales - “Top Down” budget allocation types - “Bottom up” budget allocation types
PROMOTION ASPECTS OF FORECASTING - Definition of fashion forecasting - Definition of Fashion Trend - Definitions of: Key Item, Fad, Classic. - Futurists and Fashion forecasters - Fashion trend portfolio ADVERTISING - Functions of advertising - Trade advertising vs. consumer advertising - Definition of “Appeal” - Selling Points - Definition of Approach - Types of Approach in Advertising PRINT MEDIA - Type of Fashion magazines - Magazine editorial content - Magazine special features - Headline and sub-headline - Types of headlines - Types of body copy - Layout visuals: Thumbnail, Rough, Comprehensive, Paste up or Mechanical - Types of Visual Formats - Newspaper formats: Broadsheet and tabloid - Types of Newspaper advertising BROADCAST MEDIA - Television Dayparts - Radio formats - Production stages for television and radio commercials - Television Storyboard DIRECT MARKETING Direct sellers Direct response media Direct Mail Telemarketing Direct response Broadcast media (Television Home Shopping) Direct response on-line marketing SALES PROMOTION Definition Two types of sales promotion: Consumer-oriented Trade-oriented
Consumer-oriented sales promotion Techniques: (Discounting, Value-added, Refunds & Rebates, etc.) Trade-oriented Sales Promotion (Buying allowance, Slotting/stocking allowances, etc.) PERSONAL SELLING Definition Buying and selling process Elements of the sale Retail selling incentives Other forms of personal selling PUBLICITY AND PUBLIC RELATIONS Publicity definition (Difference from advertising) Public Relations definition MEDIA CONTACTS PRINT EDITORS: Control content PUBLISHERS: Coordinates organization of media EDITOR IN CHIEF: All aspects of news reporting ASSOCIATE EDITORS: Reports covering certain topics SSISTANT EDITORS: Reads and selects press releases UBLICITY WRITER: Try to promote their event MEDIA CONTACTS BRODCAST MEDIA PRODUCER: Top manager ASSIGNMENT EDITOR: Controls flow of information and assignments ASSOCIATE PRODUCERS: Specialists in particular subjects PUBLICITY OUTLETS NEWSPAPERS: MAGAZINES Trade or consumer RADIO TELEVISION PRESS RELEASES Guidelines (Be ready to write a sample) PRESS KITS PRESS CONFERENCE EDITORIAL CREDIT PRODUCT PLACEMENT VISUAL MERCHANDISING VISUAL MERCHANDISING FUNCTIONS Elements and Fundaments of Design in Visual Merchandising Open back Vs Closed windows
Color and Texture in Visual Merchandising Light in Visual Merchandising Store lighting planning Fluorescent vs. Incandescent light Spotlights, floodlights, accent lights Line and Composition in Visual Merchandising Vertical, horizontal, curved and diagonal lights in Visual Merchandising STORE EXTERIORS: Exterior sign Awnings Store marquees Banners Outdoor lights Seasonal decorations STORE FRONT WINDOWS: Angled front window Arcade front window Corner front window Windowless window PROMOTIONAL VS. INSTITUTIONAL DISPLAY TYPES OF DISPLAYS: One Item Line-of-goods Related Merchandise Variety or Assortment TYPES OF DISPLAY SETTINGS: Realistic Semi-realistic Fantasy Abstract Build-up IDEAS FOR DISPLAY WINDOW CONSTRUCTION MANNEQUINS: Importance and function Types of Mannequins: Realistic Semi realistic (Semiabstract) Abstract Headless
Alternatives to the Mannequin Chapter Ten Types of Mannequins Alternatives Three-Quarter Forms Soft-Sculpted Figures Articulated Artist’s Figures Cutout Figures Inflatables Drapers Hangers Lay-down Techniques Pinup Techniques Flying Techniques