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Image advertising:
Image advertising focuses on fashion image, fashion leadership, community goodwill, a new or remodeled store, or a special event. While it may show merchandise, the product is of secondary importance. The goal is to communicate the store image as a brand, to build consumer confidence, promote community goodwill, create a mood, or create excitement about a new store or event. A variety of strategies, such as shock, controversy, humor, or celebrity models, are used to create a lasting impression. Even mass merchants try to create an image of great merchandise for less mopey.
Item Advertising:
Item advertising is created to sell merchandise. The goal of item advertising is sales as a direct result of an ad, but the results are difficult to track. This type of advertising may be done as a cooperative arrangement between manufacturers and retailers.
Promotional Advertising:
Promotional advertising is price directed. It might proclaim that a store has special values, or it might announce storewide sales or clearances.
Cooperative Advertising:
Fiber producers, fabric producers, and apparel manufacturers often co-operate with retailers to pay for advertisements that feature their merchandise. Co-op allocations are based on a percentage of net sales to the retailer and may provide a large percentage of media and/or production costs.
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Participants