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Fashion Communication 
Week 1-2 – Overview and Fundamentals; Public Opinion
•Planned and sustained 
effort to establish and 
maintain mutual 
understanding between 
an organization and its 
publics.
A public is a group of people who 
have a common interest or common 
values in a particular situation
MARKETING ADVERTISING
PUBLIC 
RELATIONS
PUBLIC 
RELATIONS 
UNBIASED 
INFORMATION
“I wish those people 
would not buy my clothes 
– they were made for 
upper-class whites.”
• News Releases 
• PSA’s 
• Guest Editorials 
• Media Tours 
• Interviews 
• Photos/Captions 
• Video News 
• Special Even...
• Add Credibility 
• Probe New Markets 
• Test Demand for New Products 
• Establish or Increase 
awareness 
• Control Freq...
• PSYCHOLOGIC 
AL 
• Brand 
Recognition 
• Manufacturer 
Reputation 
• Retailer 
Reputation 
• PHYSICAL 
• Price 
• Qualit...
• Public Opinion is FLUID and 
VOLATILE 
• Hadley Cantril’s Law 
• Factors that shape Public Opinion 
• Media 
• Family an...
MAGIC BULLET THEORY
• Soliciting Media Exposure 
• Word of Mouth 
• Advertising, PR and Promotions 
• Ethical Issues
• By Medium 
• Print 
• Broadcast 
• Online 
• By Type 
–News 
–General 
Interest 
–Trade 
–Owned 
• Roles 
– Informing th...
• http://www.adweek.com/news/pres 
s/meet-most-powerful-woman-cond- 
nast-149305?page=1 
• http://www.adweek.com/news/adve...
• Choose two brands you are most 
familiar with. 
• Collect a wide range of Advertising 
and Public Relations references f...
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Fashion comm week 1-2

  1. 1. Fashion Communication Week 1-2 – Overview and Fundamentals; Public Opinion
  2. 2. •Planned and sustained effort to establish and maintain mutual understanding between an organization and its publics.
  3. 3. A public is a group of people who have a common interest or common values in a particular situation
  4. 4. MARKETING ADVERTISING
  5. 5. PUBLIC RELATIONS
  6. 6. PUBLIC RELATIONS UNBIASED INFORMATION
  7. 7. “I wish those people would not buy my clothes – they were made for upper-class whites.”
  8. 8. • News Releases • PSA’s • Guest Editorials • Media Tours • Interviews • Photos/Captions • Video News • Special Events • Sponsorship/Contributio n • Press Meetings • Speaking Opportunities • Bylined Articles • Other Innovative Venues
  9. 9. • Add Credibility • Probe New Markets • Test Demand for New Products • Establish or Increase awareness • Control Frequency
  10. 10. • PSYCHOLOGIC AL • Brand Recognition • Manufacturer Reputation • Retailer Reputation • PHYSICAL • Price • Quality • Design
  11. 11. • Public Opinion is FLUID and VOLATILE • Hadley Cantril’s Law • Factors that shape Public Opinion • Media • Family and Friends • The Company’s Communications • The Product
  12. 12. MAGIC BULLET THEORY
  13. 13. • Soliciting Media Exposure • Word of Mouth • Advertising, PR and Promotions • Ethical Issues
  14. 14. • By Medium • Print • Broadcast • Online • By Type –News –General Interest –Trade –Owned • Roles – Informing the Public – Unbiased Reports – Bringing the Community Together
  15. 15. • http://www.adweek.com/news/pres s/meet-most-powerful-woman-cond- nast-149305?page=1 • http://www.adweek.com/news/adve rtising-branding/what-man-who-invented- rolling-stones-can-teach-you- about-branding-152719
  16. 16. • Choose two brands you are most familiar with. • Collect a wide range of Advertising and Public Relations references for the chosen brand. • Compare Both efforts and explain why one worked best over the other. • Search for Public Relations Code of Ethics in the Philippines.
  • RichleneLewis

    Apr. 18, 2021

fashion communication

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