Promotion is the communication of information about goods, services, images and/or ideas to influence purchase behavior.

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Personal and Non-personal Persuasive Relevant Suited to the product Factual Repetitious

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Promotion links buyers and sellers Promotion influences purchase

behavior Promotion allows sellers to

communicate the benefits of their products to buyers

Promotion is used to create demand for a product or service

Promotion is a major element of the marketing mix

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Advertising Visual Merchandising Sales Promotion Personal Selling Publicity

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Businesses use a variety of communication techniques to give their promotional messages to consumers. The combination, or blend, of marketing communication channels that a business uses to send its messages to consumers is known as the promotional mix.

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Key role in obtaining and keeping customers

Appropriate blending of promotional elements enables businesses to communicate effectively with consumers.

Promoters can inform potential customers about products, services, or ideas and persuade them to buy.

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Presentation of merchandise to the customer in a visual way. ◦ This gives customers a firsthand view of the

product.

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To sell goods To show new uses for products To introduce new goods To build prestige and goodwill To show proper care of merchandise To suggest merchandise combinations

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Promotional Displays – designed to sell the merchandise

Institutional Displays – designed to promote community goodwill

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The use of wires or strings to hang the merchandise in a display

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Bow – the most important part because it’s seen the most, put current fashions and main merchandise in this area, designed to catch your eye

Center Panel – runs from ceiling to floor Floor – used for tie-in items to help bring

attention back to the window Back Wall/Side Wall – can be used to hang

accessories, last thing seen in a display Door Wall – last chance for customer

before entering the store

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Primary – minimum amount of light necessary to the window without creating dark spots or shadows – lights up the whole display

Secondary – lights up specific part of the display

Atmosphere – creates an atmosphere

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Play of light against shadow – moonlight (scary or romantic)

Special lighting devices – black lights, etc. Colored lights and filters Wash lighting – entire scene flooded with

light – creates a happy mood

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Functional Props – display the merchandise (mannequin, Christmas tree, table, etc.)

Decorative Props – establish a mood (snow, wood chips, leaves, etc.)

Structural Props – change architectural organization of the window (ladder, pole-vertical, fence – horizontal)

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Window – outside selling area

Interior – inside selling area

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Closed window design – uses a full background panel; completely separates the store’s interior from the window display

Semi-closed window design – uses a half panel background to separate the store interior from the display. Potential customers can see over the displayed merchandise into the store.

Open window design – make it possible for customers to look directly into the store. No back panel.

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Island – Large, open tables stacked high with one or several types of merchandise and separated from surrounding areas

End – Located at the end of merchandise aisles. Used for displaying timely & specially priced merchandise

Platform – Merchandise displayed on stands raised above surrounding products.

Shadow Box – Small closed interior displays built into walls or placed on counters or ledges

Ledge – Shelves built on walls or other display units

Point of Purchase – Open displays usually tied in with a manufacturer’s advertising program. Located in most cases near checkout counters or store exits.

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Line – shortest distance between two points

Direction – vertical, horizontal, oblique (diagonal), curvy

Shape – circle, square, triangle, rectangle

Size – blend sizes or contrast them)

Space – every item should have its own space

Texture – surface quality of an object (soft, hard, shiny, dull, rough, smooth)

Weight – lightweight or heavyweight

Color

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Every object that you

put into a display has all 8 of

the design elements!

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Triadic – Red, yellow, blue or Green, orange violet

Advancing (warm) Red, orange, yellow Receding (cool) Blue, green violet Analogous (next to each other on the color

wheel) Monochromatic (tints and shades of one

color) Complementary – opposites (red/green,

blue/orange, yellow/violet, etc.) Split Complementary – base and the colors

around it Double Split Complementary – Base and

colors around it and the complement and colors around it

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Things every display must have!

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Equal distribution of objects within the display◦ Formal – mentally split the display down the

center – both sides identical in space & weight visually

◦ Informal – both sides are balanced but not identical if split down the middle

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First thing you see – the point of eye contact◦ Ways to create a point of emphasis

Contrasting Color Contrasting Shapes, sizes, textures Highlighting with spotlight Placement – putting something in the foreground

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Blending and combining of everything in your display to create a pleasing effect

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Arrangement of merchandise within a display

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Pyramid – cylinder Step – Progression of sizes Zig Zag – background, middle-ground,

foreground Repetition – Repeating or alternating items Radiation – (sun) emphasis is center and

everything radiates from that. Rhythm – The way your eye moves through

the display. (Rhythm will happen automatically if you have properly arranged merchandise.)Rhythm is the direction of your line.

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