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21: Fashion in Review
Identify the three goals of promotion.
Why do large textile and apparel manufacturers conduct consumer promotion?
Recently, why has promotion planning become more important?
When creating a promotion program, in what eight areas should companies make decisions?
In large retail firms, why do merchandise buyers and managers help with promotion planning and execution?
What are two problems with promotion budgeting according to competitive equality?
List the three main methods commonly used for allocating promotion budgets.
To what three areas does deceptive promotion most commonly relate?
What government agency oversees the legalities of promotion?
What are the two basic purposes of retail advertising?
From what two sources do the revenues of advertising agencies come?
What company goals do successful ads meet?
What do media representatives do?
Contrast the advantages and disadvantages of various advertising media forms. If you were a small fashion retailer, which media form would you choose and why?
Why are companies turning to Internet advertising as a primary way of connecting with their consumer audiences and engaging with their target markets?
Why is influence-based advertising an effective tool for humanizing the advertising program of fashion companies?
Identify how companies use the following types of advertising to reach consumers: merchandise packages, sponsorship, and testimonials.
What should an advertisement layout be designed to do?
What is the major disadvantage of publicity?
What does the fashion press include?
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