Advertising for Fashion Merchandising
Week 3:
Chapter 4: Advertising Agencies and Promotional Services
- Advertising Agencies provide a variety of services beyond just ad creation
- Types of Agencies include: Full Service, Networks, Boutiques, Rolodex, Media Buying Services, In-house
- Agency Functions; Creative Services, Traffic Control, Production, Account Management, Media Selection, Research, Marketing, Sales Promotion
- Agencies are paid via Commissions and/or Fees
- Selecting an Agency; Assessment of Needs, Examing Campaigns, Development of an Agency List, Site Vists, Negotiate Compensation, Examine Creative Services, Evaluate Personal Interaction, Organizational Structure
- Managing the relationship; Information Sharing, Consistency, Direct Communication, Approval Process, Evaluation
Chapter 5: Magazines
- Consumer magazines were hugely popular until TV appeared in the 1950's. Then they receeded until the 1980's when it was revitalized with new and more narrowly targeted publications.
- Distribution is primarily by subscription and newsstand sales.
- There are also large numbers of trade-to-trade magazine such as W, California Apparel News, WWDaily, etc.
- Demographics are key to the selection of magazine in a campaign.
- Magazines public a "media Kit" which gives demographics, pricing, and technical requirements. (see links below)
- Trade publication are very narrowly targeted; Lycra Magazine, Visual Merchandising and Store Design. Distribution is primarily by subscription where you have to qualify by proving industry affliiation.
- Complimentary magazine are usually distributed by airlines, hotels, and vacation companies. Their circulation is somewhat limited by their audience is highly focused.
- Pros vs Cons
- Long life (eg. monthly)
- Focus (narrow demographic)
- Geographical editions
- Image and Prestige (Vogue)
- Quality (image/paper/style)
- Editorial and commentary (something to read, trend setting and validation)
- Circulation and Audit Verification
- Cost per Thousand (CPM)-Magazine Advertisements are Expensive
- Lead Time (2 months)
- Use Standard Rate and Data Service (SRDS) to research Agencies, Publications, Demographics, etc.
- Publication Discounts
- Based on amount of advertising placed. Open-rate is full page/1 insertion. Last minute sale of remaining unsold space is called remnant space.
- Companies will often negotiate their own off-the-card rates.
- If a company does not purchase the full amount of advertising that they had contracted for they will be charged a short rate adjustment.
- Position preference is not much of an issue with magazines with the exception of the inside covers.
- Foldout and bleeds are additional cost items that add to an advertisement's impact.
- Merchandising Support
- Point-of-Purchase Displays with ad reprints
- Directories and index
- Special events linked to trade shows
- Sales brochures pritned to reinforce the advertisements
- Classification of Magazine Advertisements
- Product
- Manufacturer and Designer (trade, consumer)
- Materials Producers (creators/trade mags, buyers/trade, consumers/magazines)
- Retailer (consumer focus, shared with mfr)
- Promotional (2 for 1)
- Manufacturer (trade/price reduction)
- Materials (trade/price reduction)
- Retailer (uses newspapers)
- Institutional
(to generate good will and image bulding-no immediate impact on sales)
- Manufacturer/Designer (end user focus, multiple user focus)
- Materials (shows application of product)
- Retailer (name recognition)
- Product
MIdterm Project: Advertising Campaign
In week 2, we began work on the advertising campaign. During class this week, you will present your PowerPoint to the class. This will serve as a good measure of your progress. Following your presentation you will be evaluated on the basis of:
- graphic design
- verbal and visual presentation
- completeness
- Reasonableness of campaign details
Following the presentations, we will review the organizational and functional structure of an advertising and promotion agency. Then we will look in detail at both Magazines and Newspapers as vehicles for delivering consumer oriented advertising. We'll review the contents of the Media Kits in detail. As your in-class project, you will updatae your PowerPoint the information contained in the media kits provided by magazines. Following this review, we will modify the data contained in your project to reflect both your mix of advertising outlets and update your budgets to use actual pricing.
