MCH160: Fashion Advertising and Promotion

This course focuses on the process of persuading customers to buy retail merchandise. Topics include the purpose of advertising and promotion, planning and implementing a fashion promotion, budgeting for the promotion, and selection of strategies and media. Upon completion of this course, students should be able to explain the steps and procedures of fashion promotion, analyze the elements of an advertising campaign, and plan a fashion promotion.

Purpose of Advertising and Promotion

Advertising Objectives
Objectives of advertising with examples from Examstutor.com

Advertising Strategy
Achieve objectives of an advertising campaign from Examstutor.com

Budgeting for the Promotion

Advertising Budget
Guidelines from Examstutor.com

Calculating Your Ad Budget
Article from Entrepreneur.com

Elements to Consider in Developing an Advertising Plan
Article includes budgeting guidelines from the Minority Business Development Agency

Setting Ad Budgets: A Strategic Approach
White paper for marketing professionals from Killian Advertising

Additional Sites of Interest

ARMS
The Association of Retail Marketing Services

ACCESSORIESmagazine.com
2004 census statistics on trends in women's accessories

American Association of Advertising Agencies
National trade association representing the advertising agency business

American Marketing Association
Professional association for marketers

Baker Library Research Guide (Harvard)
Academic and career research guide to retail and wholesale industry in general

Best Franchise Opportunities
Franchising and small business information

Better Business Bureau
Consumer ratings and reports on businesses and charities

Business 2.0
Business and technology news

Business Week
Business news

CNN/Money
Business news from CNN and Money magazine

Chain Store Age
News for retail executives

DSA
Direct Selling Association

Direct Marketing Association
Telephone, mail, and internet marketing

Entrepreneur
Solutions for growing businesses

FedWorld
U.S. Department of Commerce

Federal Trade Commission
Information for businesses

FranchiseHandbook.com
Franchise directory and franchising opportunities

Hoover's Online
View company profiles and view stats and biographies for individual business people

ICSC
International Council of Shopping Centers

ISBC
International Small Business Consortium

International Franchise Association
Membership organization for franchisors, franchisees, and suppliers

NAFE
National Association for Female Executives

National Retail Federation
World's largest retail trade association

RILA
Retail Industry Leaders Association

Radio Advertising Bureau
Trade promotional arm of the commercial radio industry in the U.S.

Retail Advertising & Marketing Association
International organization for retail marketing and advertising professionals

Small Business Grants
Resources from About.com

StartupJournal
The Wall Street Journal Center for Entrepreneurs

Style Guide
Visual merchandising, retail design, and sales promotion

TSNN
Trade show directory for exposition and exhibitor tradeshow services

Top 100 Retailers
Nation's 2005 top retailers from Stores.org

United States Small Business Association
Resources for small businesses

Visual Store
Retail design and visual merchandising resource

Wall Street Journal
Business and stock market news

Planning and Implementing a Fashion Promotion

MCH140: Visual Merchandising
Resources on the basic elements of visual merchandising such as lighting and display

Retail Merchandise Management and Planning
Resources from About.com

Selection of Strategies and Media

Advertising and Public Relations
Web page geared towards helping small businesses in South Africa from Microsoft

The Advertising Show
Listen to this weekly online show for contemporary marketing advice

Develop and Implement Marketing Campaign
An article on understanding the different ad media available from Entrepreneur

Media Strategies
Resources to help determine where to advertise from iMedia Connection

Top 5 Tips for Media Selection
Available at Ezinearticles.com