Post on 29-Mar-2015
transcript
Promotion is the communication of information about goods, services, images and/or ideas to influence purchase behavior.
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Personal and Non-personal Persuasive Relevant Suited to the product Factual Repetitious
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Promotion links buyers and sellers Promotion influences purchase
behavior Promotion allows sellers to
communicate the benefits of their products to buyers
Promotion is used to create demand for a product or service
Promotion is a major element of the marketing mix
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Advertising Visual Merchandising Sales Promotion Personal Selling Publicity
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Businesses use a variety of communication techniques to give their promotional messages to consumers. The combination, or blend, of marketing communication channels that a business uses to send its messages to consumers is known as the promotional mix.
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Key role in obtaining and keeping customers
Appropriate blending of promotional elements enables businesses to communicate effectively with consumers.
Promoters can inform potential customers about products, services, or ideas and persuade them to buy.
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Presentation of merchandise to the customer in a visual way. ◦ This gives customers a firsthand view of the
product.
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To sell goods To show new uses for products To introduce new goods To build prestige and goodwill To show proper care of merchandise To suggest merchandise combinations
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Promotional Displays – designed to sell the merchandise
Institutional Displays – designed to promote community goodwill
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The use of wires or strings to hang the merchandise in a display
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Bow – the most important part because it’s seen the most, put current fashions and main merchandise in this area, designed to catch your eye
Center Panel – runs from ceiling to floor Floor – used for tie-in items to help bring
attention back to the window Back Wall/Side Wall – can be used to hang
accessories, last thing seen in a display Door Wall – last chance for customer
before entering the store
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Primary – minimum amount of light necessary to the window without creating dark spots or shadows – lights up the whole display
Secondary – lights up specific part of the display
Atmosphere – creates an atmosphere
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Play of light against shadow – moonlight (scary or romantic)
Special lighting devices – black lights, etc. Colored lights and filters Wash lighting – entire scene flooded with
light – creates a happy mood
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Functional Props – display the merchandise (mannequin, Christmas tree, table, etc.)
Decorative Props – establish a mood (snow, wood chips, leaves, etc.)
Structural Props – change architectural organization of the window (ladder, pole-vertical, fence – horizontal)
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Window – outside selling area
Interior – inside selling area
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Closed window design – uses a full background panel; completely separates the store’s interior from the window display
Semi-closed window design – uses a half panel background to separate the store interior from the display. Potential customers can see over the displayed merchandise into the store.
Open window design – make it possible for customers to look directly into the store. No back panel.
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Island – Large, open tables stacked high with one or several types of merchandise and separated from surrounding areas
End – Located at the end of merchandise aisles. Used for displaying timely & specially priced merchandise
Platform – Merchandise displayed on stands raised above surrounding products.
Shadow Box – Small closed interior displays built into walls or placed on counters or ledges
Ledge – Shelves built on walls or other display units
Point of Purchase – Open displays usually tied in with a manufacturer’s advertising program. Located in most cases near checkout counters or store exits.
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Line – shortest distance between two points
Direction – vertical, horizontal, oblique (diagonal), curvy
Shape – circle, square, triangle, rectangle
Size – blend sizes or contrast them)
Space – every item should have its own space
Texture – surface quality of an object (soft, hard, shiny, dull, rough, smooth)
Weight – lightweight or heavyweight
Color
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Every object that you
put into a display has all 8 of
the design elements!
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Triadic – Red, yellow, blue or Green, orange violet
Advancing (warm) Red, orange, yellow Receding (cool) Blue, green violet Analogous (next to each other on the color
wheel) Monochromatic (tints and shades of one
color) Complementary – opposites (red/green,
blue/orange, yellow/violet, etc.) Split Complementary – base and the colors
around it Double Split Complementary – Base and
colors around it and the complement and colors around it
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Things every display must have!
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Equal distribution of objects within the display◦ Formal – mentally split the display down the
center – both sides identical in space & weight visually
◦ Informal – both sides are balanced but not identical if split down the middle
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First thing you see – the point of eye contact◦ Ways to create a point of emphasis
Contrasting Color Contrasting Shapes, sizes, textures Highlighting with spotlight Placement – putting something in the foreground
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Blending and combining of everything in your display to create a pleasing effect
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Arrangement of merchandise within a display
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Pyramid – cylinder Step – Progression of sizes Zig Zag – background, middle-ground,
foreground Repetition – Repeating or alternating items Radiation – (sun) emphasis is center and
everything radiates from that. Rhythm – The way your eye moves through
the display. (Rhythm will happen automatically if you have properly arranged merchandise.)Rhythm is the direction of your line.
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