Retailing And Merchandising In Textiles And Appare

Retailing and Merchandising in Textiles and Appare 3(2+1)

Lesson 19 : Sales Promotion Techniques

Scheduling and Planning

An advertising plan is a guide for a specific period (such as a week, a quarter of the year, or a season) and for the amount of advertising that a store intends to do in that period. The advertising plan is based on past experience, present conditions, and future expectations. Ads are most often scheduled up to a year ahead of the selling season, whereas the actual content may be planned closer to the selling season.

A budget is prepared, indicating the allocation of funds for advertising production and media. Advertising space in newspapers or time on radio or television must be contracted. A production schedule, or timetable, is developed detailing how and by whom the ad production is to be carried out to meet media deadlines and other requirements.