Rcsc 315; Exam 1

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promotion

Back 1

refers to all of the activities a seller uses to persuade consumers to buy.

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marketing

Back 2

the activity set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and societal at large

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marketing simply

Back 3

its the process of exchange between a seller and a buyer

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marketing mix

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is made up of four p's; product, price, place and promotion.

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branding

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the process involved in creating a unique name and image for a product in the consumers mind through promotion

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communication

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the transmission or exchange of information

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channels

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the message by which the message is translated

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promotion mix defintion

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the tools used to achieve marketing and communication goals

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promotion mix categories includes

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advertising, direct marketing,sales promotion, public relations, personal selling, fashion shows,special events and visual merchandising

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advertising

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is any non personal message paid for, placed in the media, and controlled by the sponsor.

it remains a primary element of the promotion mix

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direct marketing

Back 11

describes the marketing process by which organizations communicate directly with target customers to generate a response or transaction. its a form of advertising

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sales promotion

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refers to those activities that proved extra value or incentives to customers, employees, or distributors to generate immediate sales.

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public relations

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is a distinctive management function that helps establish and maintain mutual lines of communication, understanding, acceptance, and cooperation between and organizations and its publics.

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public relations simply

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shapes public opinion about a fashion brand or retailer through unpaid media exposure opportunities

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personal selling

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the direct interaction between the customer and the seller for the purpose of making a sale

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fashion show

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type of event where the latest fashion, fabric and color trends in apparel and accessories are presented to an audience using live models

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special event

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is a one time occurrence with planned activities, focused on a specific purpose to bring attention to a fashion brand, retailer, or organization, or to influence the sale of merchandise.

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special events include

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celebrity appearances, product demonstrations, sampling, museum exhibits, gallery displays, musical, theatrical or sports performances

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visual merchandising

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the physical presentation of produces in a non personal approach to promote the image of a firm and the sale of merchandise to the consumer

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integrated marketing communication

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involves coordinating the different promotional elements with other marketing activities

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consumer behavior

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the decision making processes individuals and groups work through as they elect, consume and sips of products, services and ideas

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fashion cycle

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describes the process of acceptance of a trend or fashion item

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demographic segmentation

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groups consumers based on the statisial characteristics of a population.

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market segmentation

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involves diving a large population of consumers into subsets of consumers called target markets or market segments who have common needs and priorities and the designing and implementing promotion strategies to target those most likely to respond to the communication messages.

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ethnicity

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the description of a group bound together by ties of cultural homogeneity and is often used around national origins

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race

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the biological heritage of an idividual

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geographic segmentation

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groups consumers by geographical areas such as cities, counties, regions, countries and international regions.

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psychographic segmentation

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groups consumer based on social class, lifestyle characteritstics , activities, interest and opinions

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behavioral segmentation

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groups consumers based on specific pattern of behavior they display when making purchasing decisions, which enables fashion brands and retailers to adapt their marketing approaches to specific groups.

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benefit segmentation

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groups consumers based o their needs or problems an the benefits they will derive from buying products or brands

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marketing research

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the systematic design, collection, analysis and reporting data relevant to a specific marketing situation facing an organization

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primary research

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is original research carried out by a company to answer a specific question

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different types of primary research

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exploratory, descriptive, casual

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secondary research

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uses data that is already available, having been collected by some one else.

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creativity

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the power to envision clever or imaginative approaches to problems.

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typography

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involves the selection of a typeface to be used in infographics, headlines,subheads, body copy or logos.

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logos

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graphic symbols or distinctive typefaces that represent a company's name, mark or emblem

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slogan

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repeated seeing points or appeals that are primarily associated with the brand

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layout

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phsycal arrangement of the various parts (headline, logo, subhead) of the message

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live action

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portrays people, animals and objects as lifelike in everyday situations. its the most realistic format, but it lacks the distinctiveness created by animation or special effects

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special effects

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moving titles, whirling logos, dissolving images

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story boards

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graphic presentations showing images in sequence to pre-visualize the message, similar to a cartoon strip

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jingle

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a catchy verse or song with an easy rhythm that is used to create a verbal link to the product

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rough cut

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blah to lazy

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narrative dramatization

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form of audio message with actors portraying individuals in real-life situations

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forecasting

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the activity of anticipating what will happen next

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fashion forecasting

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looks specefically at fashion trends, and fashion forecasts attempt to predict what consumers will want to wear during the upcoming season

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trend

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the general direction in which something is moving

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fashion trend

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the visible direction in which fashion is moving; it maybe a color, a fabric or a style characteristic

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fad

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a very short-lived trend

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classic

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a trend that endures over a long period of time, undergoing only minor changes as it progresses through ehfashion cycle

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futurist

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writers and consultants who engage in interdisciplinary thinking to advise private and public organizations on such matters ad diverse goal trends, possible alternative scenarios, emerging market opps and risk management

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fashion forcaster

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professionals in the fashion promotion field wo work for forecasting services or in the forecasting divisions of retailers, fashion brands, or advertising firms

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primary market

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composed of fiber companies, mills, converters, yarn producers and weavers and knitters that sell to the secondary market which consists of designers, fashion brands, and manufacturers

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color story

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a collection of warm, cool, neutral, dark and fashion staple colors coordinated for the upcoming season

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secondary market

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refers to fashon brands, manufactureres, and designers

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haute couture

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is an appellation, a legally protected brand name granted to a fashion house by the french ministry of industry. french for 'high sewing' or 'high dressmaking'

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ready to wear

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is a term for factory-made clothing, sold in finished condition , n standardized sizes

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fashion report

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a written document that details fashion trends while supporting the verbal presentation and visual fashion trend presentation

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commentary

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oral delievery of info used to identify trends of the season, used to inform nd entertain the audience, and interpret clear fashion statements in order to help sell the merchandise

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copy

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blah

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culture

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common sense yo

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consumption

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the act of acquiring and using products

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design elemeents

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the core components of design color, shape, texture lines

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design principals

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the standards for visually organizing design elements into a united composition; balance, contrast, emphasis, proportion, rhythm , harmony

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theme

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blah

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rough cut

Back 67

edited commercial prepared for reviewing or testing pio to making the final cut