CHAPTER 1.

PROMOTION AND HOW IT WORKS

Promotion in the 21st Century

 Promotion refers to all of the ways

__________________________

 Promotion is now focused on _______________ and

__________________
Burberry Kisses in partnership with Google in 2015
https://youtu.be/LRiZMVEIhas

Nike’s Better for it

https://youtu.be/WF_HqZrrx0c

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 New Consumer Attitudes

 Consumers are now more sophisticated and The "sharing bookstore" Sanxiaokou Xinhua Bookstore

knowledgeable

 A _________________is when people share assets

directly with each other

 Figuring out how to support and benefit from a

sharing economy is a challenge for marketers

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https://www.renttherunway.com/sustainable-fashion https://mainichi.jp/english/articles/20180304/p2a/00m/0na/007000c
 New Technologies and Distribution
Channels

 There is a move from traditional platforms to new

technologies involving ___________________

 Fauxsumerism is the preference for

________________.

 _____________is an e-commerce method combing

social networking and shopping

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https://www.thecut.com/2014/04/fauxsumerism-is-the-latest-millennial-trend.html
New Trends in Retail

 Reversing the trend of the late 1990s

 Online retailers are now becoming offline retailers

 Pop-up shops, temporary retail spaces, are also a new

trend in retail

 Omni-channel retailing is the seamless approach to the

consumer experience

 Disruptive innovation displaces established

competitors 5
The Role of Promotion

 Fashion businesses use ________________________to communicate with target markets

 _____________________has become a popular image-building promotion method

 Billions ofH&M
dollars arethe
Close spent annually on promotion
Loop
https://youtu.be/s4xnyr2mCuI

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What are differences between Marketing,
Branding, Communication, and
Promotion?

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The Marketing Mix

 Marketing is the act of __________________________

 This process has value for ________________

 Marketing mix is product, price, place, and promotion

 Promotion plan encompasses _________________

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Branding

 Branding is the process of __________________and image for a product

 There is an interdependence between ___________ and ____________.

 Companies are transitioning from “marketing function” to

____________________.

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 Communication

 Communication is the transmission or

__________________

 Individuals communicate encoded messages

 The encoded message is conveyed to the receiver

through various channels

 _______marketing is a very important source of

information for consumers
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The Promotion Mix

 The tools used to achieve _________________ and

_____________.

 Involve advertising, direct marketing, sales

promotion, public relations, personal selling,
fashion shows, special event, and visual
merchandising

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Integrated Marketing Communications

 Many companies having moved toward an integrated marketing communications concept

 IMC takes a big picture approach to planning promotion

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