Retailing And Merchandising In Textiles And Appare

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

Lesson 20 : Sales Promotion Techniques (contd…)

Planning and Executing Advertisement

Media selection:
The media are the communications systems that carry advertising messages to actual and potential consumers. Advertisers must choose the medium that will reach the desired target market most effectively and efficiently. The media most used to advertise fashion are newspapers, magazines, direct mail, radio, television and out door signs.

	Strong Points	Weak Points
Newspaper	Permits product illustration Frequent publication Flexible & can be changed on Relatively short notice Regular used as a shopping guide	Poor colour reproduction the newspaper Short life of individual issues Wasted circulation; every one the newspaper
Magazines	Excellent reproduction quality -shows fashion to its best advantage Specialty and regional magazines reach Select audiences.	Cost can be prohibitive May have considerable wasted circulation Long lead time required to place
Direct mail	Reach a select market with precision Can be used on a limited budget Flexible in tiling and message	High cost per person per message May be viewed as junk mail Only as good as. the mailing list used
Outdoor advertising (Billboards)	Low cost per impression delivered Frequent repetition of the message Good geographic selectivity	Copy limitations Considered offensive by some Considered wasted coverage
Radio	Personal-human voice can often be more persuasive than print Flexible-permits sudden change Particular stations may appeal to selective audience because of program content	Audio only-may make less impact than visual media Message is short lived Cannot show or demonstrate a product
Television	Combines sound, sight and motion to convey message Some flexibility in responding to sudden change	Local television IS no available in many small communities Message is short lived Time and production costs are high