Professionalism and Marketing Terms in Fashion Industry, Quizzes of Environmental Science

Download Professionalism and Marketing Terms in Fashion Industry and more Quizzes Environmental Science in PDF only on Docsity! TERM 1 Advertising DEFINITION 1 Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. TERM 2 Consumer Market DEFINITION 2 The consumer market is composed of individuals who buy a specific good or service. TERM 3 Direct Marketing DEFINITION 3 Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. TERM 4 Globalization DEFINITION 4 Globalisation (or globalization) describes the process by which regional economies, societies, and cultures have become integrated through a global network of political ideas through communication, transportation, and trade. TERM 5 glocalization DEFINITION 5 Glocalisation (or glocalization) is a portmanteau word of globalization and localization. TERM 6 IMC DEFINITION 6 Integrated Marketing Communication A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. TERM 7 Interactive Media DEFINITION 7 Interactive media normally refers to products and services on digital computer-based systems which respond to the user-s actions by presenting content such as text, graphics, animation, video, audio etc. TERM 8 Marketing DEFINITION 8 Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. TERM 9 Marketing Mix DEFINITION 9 The term "marketing mix" was coined in 1953 by Neil Borden in his American Marketing Association presidential address. also known as the 4 P's of Marketing, is the combination of product, price, place (distribution), and promotion. TERM 10 Merchandising DEFINITION 10 Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. TERM 21 Fashion Cycle DEFINITION 21 Introduction Rise Acceleration Culmination Decline Obsolescence TERM 22 Primary Market DEFINITION 22 Essential Target Group TERM 23 Secondary Market DEFINITION 23 auxiliary market group (IE Parents buying for Children) TERM 24 Retail Market DEFINITION 24 Retail consists of the sale of goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. TERM 25 Primary Research DEFINITION 25 Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data. TERM 26 Secondary Research DEFINITION 26 Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, where data is collected from, for example, research subjects or experiments. TERM 27 Divisions of a Promotion Organization DEFINITION 27 Administration Management of personnel & programs Planning Defining, redefining, explaining promo goals & objs. 1-2 X annually Budgeting Expenditures possible related to anticipated $ Coordination Working toward same goals & objectives Creation Develop & implement the promo program TERM 28 FGI DEFINITION 28 Fashion Group International Advances professionalism in fashion & related industry TERM 29 ITAA DEFINITION 29 International Textile and Apparel Association Professors sharing knowledge, technology, leadership, networking, teaching, research, service ideas TERM 30 ACRA DEFINITION 30 American Collegiate Retail Association Faculty & administrators focused on developing educational opportunities in retailing TERM 31 NRF DEFINITION 31 National Retail Federation NRF's mission is to advance and protect the interests of the retail industry and to help retailers achieve excellence in all areas of their business. TERM 32 Professionalism DEFINITION 32 the conduct, aims, or qualities that characterize or mark a profession or a professional person TERM 33 Key Item DEFINITION 33 Best selling trend, high customer demand, different price points, different manufacturers TERM 34 Sources of Trends DEFINITION 34 Society trickle down, trickle across, bubble up Culture global or individual Designers - lifestyles Raw materials vendors - fabrics Publicity headlines, news Consumers buying power TERM 35 Promotion Planning DEFINITION 35 Development of objectives, strategies, and tactics to communicate to consumers about a company, line, product or brand. Evolves from marketing strategy, business plan, and mission statements Focuses on the promotion element of the marketing mix. TERM 46 Plagiarism DEFINITION 46 Plagiarism is defined in dictionaries as "the wrongful appropriation, close imitation, or purloining and publication, of another author's language, thoughts, ideas, or expressions, and the representation of them as one's own original work." The modern concept of plagiarism as immoral and originality as an ideal emerged in Europe only in the 18th century, while in the previous centuries authors and artists were encouraged to "copy the masters as closely as possible" and avoid "unnecessary invention." TERM 47 Trademark DEFINITION 47 A trademark or trade mark or trade-mark is a distinctive sign or indicator used by an individual, business organization, or other legal entity to identify that the products or services to consumers with which the trademark appears originate from a unique source, and to distinguish its products or services from those of other entities. TERM 48 Copyright DEFINITION 48 Copyright is a set of exclusive rights granted by the law of a jurisdiction to the author or creator of an original work, including the right to copy, distribute and adapt the work. TERM 49 counterfeiting DEFINITION 49 A counterfeit is an imitation, usually one that is made with the intent of fraudulently passing it off as genuine. TERM 50 Third Shift Manufacturing DEFINITION 50 Producer makes unauthorized products Without permission from the brand owner Sells to unauthorized distributor TJMaxx/Limited Too example Levi Strauss logo with embedded hologram TERM 51 Code of Ethics DEFINITION 51 An ethical code is adopted by an organization in an attempt to assist those in the organization called upon to make a decision (usually most, if not all) understand the difference between 'right' and 'wrong' and to apply this understanding to their decision. TERM 52 FTC DEFINITION 52 Federal Trade Commission Established 1914 To monitor substantiation of advertising claims Regulates product labeling 1962 Consumer Rights Safety Be informed Be heard Choice TERM 53 Advertising classifications DEFINITION 53 By target audience Consumer or business & professional markets (trade) By geographic location Global, national, regional, local By medium Print, broadcast, out-of-home, direct mail, interactive Media: provide news, info, entertainment, environment Medium: particular communication category (TV, mag.) Media vehicle: specific medium, i.e., CHC, Elle, Project Runway By purpose TERM 54 Major Selling Idea DEFINITION 54 Focus on central theme or concept: major selling idea Strongest thing to say about your product, service, brand TERM 55 Selling Point DEFINITION 55 Positioning Creating brand image Selling points & buying benefits Unique selling proposition TERM 56 USP DEFINITION 56 Unique selling Proposition Stresses the most important reason for a consumer to prefer this product o all others. Reeves (1961) characteristics of USPs Proposition: buy this product and get this benefit Not offered by competitors: unique Must be strong enough to pull new consumers to brand TERM 57 Straight Sell DEFINITION 57 Factual Message TERM 58 Demonstration DEFINITION 58 How to use product: Infomercials TERM 59 Testimonial DEFINITION 59 In promotion and of advertising, a testimonial or show consists of a written or spoken statement, sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some product. TERM 60 Slice of Life DEFINITION 60 Slice of life is a theatrical term that refers to a naturalistic representation of real life, sometimes used as an adjective, as in "a play with 'slice of life' dialogue." The term originated in 1890-95 as a translation from the French phrase tranche de vie, credited to the French playwright Jean Jullien (1854-1919). Shows how product can solve a problem TERM 71 Broadsheet DEFINITION 71 Broadsheet is the largest of the various newspaper formats and is characterized by long vertical pages (typically or more). TERM 72 Types of Newspaper Ads DEFINITION 72 Display Copy & artistic elements Illustrations, photography, headlines, other visuals Classified Only copy Marketplace for goods & services Public notices Legal notices, fee-based Pre- printed inserts Flyer, catalog, coupons, brochure TERM 73 News Headlines DEFINITION 73 News Headline to be effective, this actually has to be news! Examples are when you first launched your company or new product, awards for your company, and major company milestones. TERM 74 How to Headlines DEFINITION 74 the basic premise of this type of headline is that you are going to teach someone how to do something. You can make it even more appealing by using a structure such as How to (Do this task) That (will give you this benefit). TERM 75 Question Headline DEFINITION 75 for this to work, it must be a question that the reporters audience (and therefore your target market) would really like to see answered. TERM 76 List Headline DEFINITION 76 who doesnt love a top 10 list? This type of headline lists a number of reasons, ways or secrets where you make a specific promise to the reporter of what to expect if they read on. It also has the promise of communicating information that comes in bite-sized chunks. TERM 77 Elements of Design DEFINITION 77 Line can be considered in two ways. The linear marks made with a pen or brush or the edge created when two shapes meet. A shape is a self contained defined area of geometric or organic form. A positive shape in a painting automatically creates a negative shape. All lines have direction - Horizontal, Vertical or Oblique. Horizontal suggests calmness, stability and tranquillity. Vertical gives a feeling of balance, formality and alertness. Oblique suggests movement and action Size is simply the relationship of the area occupied by one shape to that of another. TEXTURE Texture is the surface quality of a shape - rough, smooth, soft hard glossy etc. Texture can be physical (tactile) or visual. see notes on texture COLOUR Also called Hue see notes on colour VALUE Value is the lightness or darkness of a colour. Value is also called Tone TERM 78 Principles of Design DEFINITION 78 Unity refers to a sense that everything in a piece of work belongs there, and makes a whole piece. It is achieved by the use of balance, repetition and/or design harmony. Harmony is achieved through the sensitive balance of variety and unity. Color harmony may be achieved using complementary or analogous colors. Harmony in design is similarity of components or objects looking like these belong together. Harmony may be visually pleasing and harmony is when some of the objects like drapes and couches share a common trait. A common trait between objects could be: color(s), shape(s), texture, pattern(s), material, theme, style, size, or functionality. Contrast Contrast is the occurrence of differing elements, such as color, value, size, etc. It creates interest and pulls the attention toward the focal point. Repetition (rhythm, pattern) The recurrence of elements within a piece: colors, lines, shapes, values, etc. Any element that occurs is generally echoed, often with some variation to maintain interest. Rhythm in interior design also may be used to reduce randomness. Variety (alternation) The use of dissimilar elements, which creates interest and uniqueness. Variety like a painting or some reflective wood panels added on a plain wall may be used to reduce monotony. Helps infuse color to a house decor to attempt to increase design beauty. Emphasis (dominance or focal point) Emphasis refers to areas of interest that guides the eye into and out of the image through the use of sequence of various levels of focal points, primary focal point, secondary, tertiary, etc. Emphasis hierarchy may give direction and organization to a design, and avoid subconscious confusion to sometimes improve the design's visual appeal and style. Emphasis hierarchy or focus is not giving each object in a project equal dominance within a piece of work. Emphasis or dominance of an object can be increased by making the object larger, more sophisticated, more ornate, by placing it in the foreground, or standout visually more than other objects in a project. The primary focus point or area receives the largest emphasis in a room. Balance Balance can be either symmetrical, asymmetrical or radial. Balance also refers to a sense that dominant focal points don't give a feeling of being pulled too much to any specific part of the artwork. Balance can be achieved by the location of objects, volume or sizes of objects, and by color. It can also be achieved by balancing lighter colors with darker colors, or bold colors with light neutral colors. Proportion (scale) Proportion involves the relationship of size between objects. Proportion is also relative sizes of surface areas of different colors. Proportion also depends on functionality of object. Art painting can be given the correct size in relation to room to make it an effective decorating component or source of color. TERM 79 Networks DEFINITION 79 2+ stations broadcasting the same program from same source Affiliate decides what programs to show ABC, NBC, CBS reach 75% of households Have 150 affiliates Fox reaches 70% Uses independent stations CW network (CBS & Warner Brothers) Sponsorship a cou t for TERM 80 Affiliates DEFINITION 80 In the broadcasting industry (especially in North America), a network affiliate (or affiliated station) is a local broadcaster which carries some or all of the program line-up of a television or radio network, but is owned by a company other than the owner of the network. TERM 81 syndication DEFINITION 81 In broadcasting, syndication is the sale of the right to broadcast radio shows and television shows to multiple individual stations, without going through a broadcast network. TERM 82 Special Event Objectives DEFINITION 82 Enhance the image of the company Distinguish company from the competition Sell large quantities of product in short time period (while promoting future sales) Reach specifically targeted market segments (men) Exhibit corporate citizenship, give back to community Enhance customer and VIP relations with preferential & potential customers (invitation-only) Contribute to community economic development Promote a charitable cause TERM 83 Institutional Special Events DEFINITION 83 Institutional:To change the image of the company Good corporate citizenship Embellishing customer relations Contributing to community economic development Promoting a charitable cause Parades musical performances Fireworks anniversary celebrations Museum exhibits merchandise events Gallery exhibits TERM 84 Merchandise Driven Special Events DEFINITION 84 Influence the sale of goods Selling large qtys of goods in a short time period Reaching specially targeted market segments Enhancing customer reational Promoting a charitable cause During off-peak selling seasons Home shows, boat shows, gun shows, anniversary sales Store openings vendor/category week Product launch celebrity appearance Product demonstrations TERM 85 Event Sponsorship DEFINITION 85 Monetary or in-kind contributions Supports corporate objectives Advertisers who lend their name to the event Advertiser who underwrites the cost of program production & its commercials Audience respects advertisers products Sponsor controls timing & content of commercials Advertiser reaches incredibly large audiences TERM 96 Types of Window Displays DEFINITION 96 Windows: Open back or Closed back Straight front windows Angled front window Recessed from sidewalk Customer walks through to enter store Arcade front window Recessed from sidewalk Covered entry Less interior display space Corner front window Window faces 2 streets Triangular floor plan TERM 97 Types of Window Displays CONT DEFINITION 97 Shadow box window Small closed-back window Small, expensive items Fine jewelry, cameras, etc. Windowless window Wide opening at front of store Shoplifting risk TERM 98 Display Components DEFINITION 98 Merchandise Props Functional mannequins Decorative Background Lighting Signage Arrangements Pyramid Zigzag repetition TERM 99 Exterior Display DEFINITION 99 Faade display Downtown stores, Main Street Exterior signage Seasonal decorative elements Outdoor lighting Awnings Outside appearance of storefront TERM 100 Interior Display DEFINITION 100 Includes architectural forms, fixtures, furniture Floor plans How customers enter & move through store 80 90% turn right if not directed otherwise Goal: pleasant shopping experience TERM 101 Creating Interior Display DEFINITION 101 Perimeter walls Surround selling area T-Wall Separates departments Flat end near aisle Panel covers end of unit Trend shop (highlight shop) Set apart by flooring, walls, ceiling Island Display Cosmetics/accessories Several showcases pulled together TERM 102 Remote Display DEFINITION 102 Physical presentation of merchandise Away from point of purchase Hotel lobbies Exhibit hall Public transportation lobby Mall entrance