Advertising for Fashion Merchandising
Week 4:
Chapter 6: Newspapers
Newspapers give immediacy. This is their greatest strength and weakness. You reach your audience quickly, but old news is o-l-d. National, regional editions, local and sunday editions give a wide variety of ways to reach your audience.
Strengths
- Diversified Appeal
- Low Readership Costs
- Ease in Reaching Market
- Comparative Life of Message
- Timeliness
- Lead Time
- Campaign Effectiveness
- Geographic Concentration
- Co-op Advertising
Weaknesses
- Travel Distance of Potential Customers
- Message Life
- Competition
- Reader Selectivity
- Reproduction Quality
- Television Competition
Rates
- Flat Rates- based on agate lines; 1 col wide, 1 inch deep
- Discounted Rates- based on quantity
- Position Rates - ROP vs preferred position. Full position and regular preferred position rates.
- Combination Rates - AM&PM editions, several papers, etc.
- Rate Comparisons using Milline ratae (pg 153)
Chapter 7: Television and Radio
Certainly the focus of the advertising world in reaching a mass market. These two technologies are the most expensive and usually the effective of the options available to an advertiser.
TV:
- Program sponsorship
- Participation advertising
- Product placement
- Network advertising
- Spot advertising
- Local advertising
Strengths
- Creative Flexibility
- Audience Penetration
- Audience Segmentation
- Cost per Viewer
- Lack of Competition
- Multiple Simultaneous Viewing
- Cooperative Involvement
Weaknesses
- Cost
- Life of the Mesage
- Clutter
- Channel Switching
- Limited Viewing Time
- VCR/DVR selectivity
Radio:
Strengths
- Mobility
- Immediate Personal Communications
- Selectivity
- Cost per Listener
- Audience Reach
- Late Insertions
Weaknesses
- Lack of Visual
- Concentration of Listener
- Life of Message
- Retention of Information
MIdterm Project: Advertising Campaign
Your mid term presentation should have most of the following items.
- Introduction (tell them what you are going to tell them)
- Company and Product Overview
- Strategic advantage. What makes the product unique? Why better than anyone else?
- Competition. What will this campaign change?
- What is the goal of the campaign; added sales, name recognition, etc.
- What is your target market. What are their characteristics? Who are you trying to reach?
- Demographics, size of population, target market...how many customers do you have ?
- Based on a $2 million budget, how many more do you have to sell in order to justify the cost?
- Overview of your media mix and budget allocation, time frame.
- Details on Placement which radio stations, TV shows, Magazines and why. Support with media kit demographic data.
- Primary/Secondary Research. How will you know if this was on-target ahead of time and afterwards.
- What agencies might you use?