major planning tool for presentations, promotions, publicity and packaging

- includes advertising, special events, sales training and publicity

a plan-o-gram is a diagram or model that indicates the placement of retail products on shelves in order to maximize sales

the number and types of stores within the shopping center

- surroundings stores should offer compatible products or augment consumer selection within a close distance in order to assist the retailer in developing repeat or loyal customers as well as new customers

(aka free-flowing floor plan)

- fixtures are placed without a set pattern or a set of aisles

- logically leads the customer through the space

- most interesting plan but hardest to master

- fixtures are placed in a grid-like pattern

- creates clear cut aisles fro the customer to follow

- resembles a wheel with sections of the space arranged around the hub

- aisles to the major areas within the space are in a circular pattern

- visual front space of each department

- #1 area for presenting merchandise

- 1st 1/3 of the department is most profitable

- fixtures: t-stands, two-way fixtures, four-way fixtures or signature tables

- side and back walls that can be seen above the merchandise

-design elements: color, line proportion and balance

-avoid off center arrangements

CORE/ CENTER SPACE 

presentation area

- also called the bread and butter

- area for presenting volume merchandise

- fixtures: four-way fixtures, signature tables, large fixtures and rounders

-  to showcase the goodwill of an organization, industry, person or government, an organizations take public relations approaches to advertising. Focus is on the brand not the product

• sponsor an athletic team
• celebrity appearance
• guest lecturer or consultant
• flower shows
• auto shows
• radio programs

• anniversary sale
• founders day sale
• seasonal sale

the promotion of goods or services for sale through impersonal media, such as radio or television.

• buzz marketing
• code switching
• product placement
• print ads
• transportation ads
• publicity
• packaging

message boards, internet blogs, public accessible sites.  

- Taking the message to the streets

------ celebrity promoting a product

- two languages in one commercial to attract the attention of the bilingual consumer

---- english to spanish

unpaid, unsigned, promotional vehicle or message, both oral or written, that is uncontrolled by the producer, apparel company or retailer. 

-may be found in: newspaper article or magazine feature, seen on a billboard, heard on a tv or radio show or news broadcast.

- Sometimes even distributed by mouth

- Sample sending is a way to gain publicity through articles

- consumers may rate companies, brands and products on the packaging that is issued and make their shopping choices accordingly

- the color or shape of teh package becomes a marketing tool, carrying teh image of the product through all channels

-consumers concerned about the environment

- includes: packaging with the use of recycled or post-consumer paper that can also be reused