Depending on how many of you respond to SETE online for this course, will determine the # of bonus questions. If at least half the class completes the evaluation, then I will put up to 10 bonus questions on the exam.
Each communication or sales objective must include these components. What is your goal (the end result you are trying to achieve). The benchmark measures your starting point – you cannot set an expectation without knowing where you stand first. Lastly is the time it will take you to achieve the goal.
The new final review for promotions
40 Multiple Choice Questions (2.5 pts) Study: Ch.’s 13 - 17 & Ch. 7 Class Notes (also examples from class notes) Class Activities Text Book
What is public relations? (role & definition) PR- the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends Role-planning and distributing information that will control and manage the image of a firm with a long-range time frame. It’s responsible for its understanding of consumers and its business to its consumers How is P.R. different from advertising… marketing & promotions? (Hint: Group Activity 11) Advertising is paid while PR does not involve direct payment to media. Marketing is the plan/execution of 4 Ps while PR is more focused on communication of firm’s image to the public than price and distribution. Promotion is the comprehensive term for all of the communication activities initiated by the seller to inform, persuade, and remind the consumer about products, services and or ideas offered for sale while PR is more about the relationship What are the 3 PR Methods? (Read about & understand examples of each) Media Community Grassroots
What are the 7 Public Relations tools/functions?(Know the different types and examples of each) Development- provide support for non profit organizations through fund raising and member drives (fashion shows) Internal Relationships- managing the firms employees by creating a corporate culture that attracts and retains productive workers Investor Relations- keep shareholders informed and loyal to the firm (SEC requires companies to be truthful) Issues Management- assess the public opinion so that the firm can respond before these opinions create conflicts Lobbying- build and maintain relationships with government officials, primarily to influence legislation and government regulation ▪ Provides opportunities for open discussion on matters of public policy ▪ All lobbyists are required to report their activities ▪ Seen as unethical, taking advantage of political figures Press Agentry-create newsworthy stores and events to attract attention from the mass emdia in order to gain public notice Public Affairs Publicity (most well-known)- company news gone out through media , can be negative or positive
Marketing is to plan & execute the creation of pricing, promotion, and distribution (placement) of products (4 P’s) Promotion is a comprehensive term for all communication activities initiated by the seller to inform, persuade, and remind the consumer about products, services, or ideas offered for sale (part of the Marketing Mix) Advertising is paid, created and controlled by the advertiser (a type of communication activity/promotion) PR does not involve direct payment to media; therefore, the company does not have direct control over the content. PR is perceived to be a more credible source by consumers. PR is more about relationship
Media PR methods: press release Product news method (new product launch) Company news method (annual reports) Current news event method (rumor control) Community PR methods: direct community initiatives Partnership with non profit organization- GAP and RED Cause-Related Activity (CRA) and celebrities-Starbucks took the highroad against Mcdonalds “More Mocha less bucks” by offering free coffee on election day Special Event method Grassroots PR methods: viral PR Word of Mouth (WOM) Webpage (Blog) Corporate Sponsorship
Role and objectives of Special events Role- increase awareness, generate, sales, communicate positive image, for corporate funding Goes along with PR- somethings can be newsworthy if PR is attached, celeb launch Can be effective because they can come in any shape, size, frequency or format ▪ Store openings ▪ Season kickoffs
Importance of Special Events as part of IMC Example is chanel corporate sponsorship of us tennis championship Strategically planned short-term/long-term events can build links that connect a brand to an event Combine advertising, sales, promotion, personal selling, and visual merchandising along with public relations can help create ▪ Interest ▪ Awareness ▪ Acceptance by target market Special event categories: institutional, merchandise (know examples of each – approx. 4-5 each in notes) Types of event sponsorship: Exclusive Segment In-kind Media
Special event categories: institutional, merchandise (know examples of each – approx. 4-5 each in notes) Institutional Events- enhance the image of the company. Exhibiting good corporate citizenship, customer relations, contributing to community economic environment, and promoting charitable cause ▪ Museum exhibits- Chicago museum, Christian Diors look ▪ Gallery Exhibits- Mobile Art Pavilion ▪ Anniversary celebrations ▪ Musical performances-Bacardi Live Merchandise events- planned to influence the sale of goods (the beauty events at Neiman Marcus) ▪ Store openings-celebrations that introduce customers to a new merchant ▪ Celebrity appearance- featuring an individual from inside or outside the fashion industry to promote a new product or designer line ▪ Product Launches ▪ Vendor category weeks – Lingerie week sponsored by intimate apparel council ▪ Product demonstration- Dior addict high shine, williams sonoma food demonstrations
Types of event sponsorship: Exclusive- aka title sponsor that pays a premium to have its name on the title of the event (Mercedes Benz is the title sponsor of NYFW) Segment- presenting sponsors, are the major sponsor of a predetermined portion of the event (MAC, patene are segment sponsors of NYFW) In-kind- supply products and services, rather than cash as a donation to the event (a celebrity appearance with a waived fee) Media- provides a predetermine delve of advertising support and sometimes a media sponsor will also provide some cash support as well.
Purposes for brands to produce fashion shows- play an important roll in the overall integrated marketing communications strategy of a firm Fashion show categories (know characteristics of each): Production-aka spectaculars. Most elaborate, expensive, loaded with theatrical and dramatic elements, high energy. Victoria’s Secret Fashion Show. Haute Couture, special events, fundraising purpose Formal Runway-present merchandise as a parade with the audience seated at the perimeter of the runway ▪ RTW and Apparel Manufactures ▪ Non theatric, but has music lighting and models Informal- present merchandise on models in a casual environment ▪ Tearoom modeling, trunk shows, live “mannequin” modeling ▪ No music, lighting, or staging (except maybe display platforms for live “mannequins”) ▪ Immediate feedback from retailers Multimedia- shows are specifically produced digitally and distributed to sales representatives or retailers ▪ On Entertainment programs, style network and e! entertainment ▪ 1.pop ▪ Instructional video ▪ Documentary video
Fashion Show Personnel responsibilities Director- key player in any fashion show production Model coordinator- hiring, training, and coordinating all model activities Merchandise coordinator- collecting, preparing, fitting, returning the merchandise to owner Stage Manager- stage, runway, equipment, sound, lighting Promotion Coordinator- promotions for the event, may work in advertising department Fashion show producer-hired to bring all the fashion show elements together Understand the importance of audience selection & know the 2 different types of audiences- important to select the right audience if the show is to be successful as a promotional tool Two different types ▪ Guaranteed- established before the show ▪ Created audience- established after the show is planned as result of publicity and advertising
Know the 5 Show elements (Merchandise, Models, etc.) Models Amateur or professional Appeal to target market Beauty should not detract from clothing Commentary Commentary- oral delivery of information used to identify trends of the season The one optional element of a fashion show Audiences today like music, video presentations, lighting Audiences are less likely to require a descriptive narrative of what they’re seeing on stage Stage Design Sets atmosphere before models walk out Includes stage, runway, backdrops, lighting, props Music Used heavily to set the mood of the show and appeal to the emotions of the audience Leaves a strong, driving momentum so the audience remembers the show after finale Merchandise Should be made available to consumers right after the show Ideal chart- list of cats. Of merch that will represent the show Grouping- after merch is pulled it should be grouped into specific cats. That make a series of fashion statements Line up- listing of models and looks
Role of Visual Merchandising (VMD) Physical presentation of products in a non-personal approach to promote the image of a firm and the sale of merchandise to the consumers Beyond displaying merchandise How can VMD influence brand image? VMD for Retailers, Mfr’s, and others For Retailers- promote a store image even if they don’t shop, introduce and explain new products Manu- showrooms, display and interior displays, exhibit booths Other- Museums, historical societies, trade associations, tourism groups, educational institutions
4 Types of Display categories Window- straight front (bank), angled front, arcade front, corner front, shadow box, windowless Exterior- façade display outside appearance of the storefront. Exterior sign, seasonal decorative elements, outdoor lights, awnings Interior- presenting merchandise attractively on a variety of architectural forms, fixtures, and furniture Floor plans, perimeter walls (t-wall), trend shop, island display, fixtures, interior signs Remote- physical presentation of merchandise by a retailer or manufacturer placed in such locations as hotel lobbies, exhibit halls, public transportation terminals. In entrances of the store. Effective when related to travel.
How is direct selling different from direct-response media (in terms of communication)? Direct-selling is more personalized and can change, instant feedback, provide personal attention Know the advantages & disadvantages of personal selling Advantages- creates a relationship with customer, first contact important Disadvantages- may fall short with the representative if the person isn’t knowledgeable…poor training How can retailers take personal selling to a “higher level”? How do manufacturers utilize personal selling? Sell directly to customers without going through retailers. Realtionships. Mobility.
Know the social & ethical issues a promotion planner should be aware of when developing advertising, direct marketing pieces, and other promotion tools. (Hint: There are 5) Plagiarism, counterfeiting, social correctness, offensive advertising Understand how the sale of counterfeit and pirated goods impact national and international economies As well as health & safety issues Impact state funded entities like schools, roads, public transport and can be unsafe healthwise Know the advantages and disadvantages of self-regulation What government organization was established in 1914 in response to the need for consumer protection? What does it monitor/regulate? Disadvantages Time consuming Voluntary Inadequate Incentives restrict creativity Advantages Guidelines set by industry rather than government Encourages advertising that’s not offensive, deceiving or exploiting Promotes consumer trust Ethical messages
Bonus Questions (# not yet specified, but will cover): 5 Categories of consumer segmentation & examples (Ch. 2 Notes) ▪ Demographic- age, gender, education, income, occupation, race ▪ Geographic-regions, metropolitan area, size, density, climate ▪ Psychographic-based on activities, interests, opinions ▪ Behavioristic –based on usage, loyalty, buying responses ▪ Benefit-the benefits they will derive from purchasing the product Communication Model (Ch. 2 Notes) Noise ▪ Source – encoder –message-decoding-reciever Feedback Components of a good objective (Ch. 5 Notes) Steps in the Promotion Planning Process (Ch. 5 Notes AND Promotional Campaign Project Outline) Brand positioning/Perceptual Mapping (Class Handout)
Components of a good objective:Goal: What direction are we headed and how far to go in achieving something?Benchmark: Where the organization is starting from in terms of some measurable variable before the planned promotion begins.Timeframe: The amount of time necessary for achieving the goal.
Example of a poorly stated objective: The objective of this promotion campaign is to increase sales.Example of well-stated objective: The objective of this promotion campaign is to increase sales from $10,000 a month to $15,000 a month during the next year.