Fashion Marketing and Communications Theory and

Transcript:Fashion Marketing and Communications Theory and:
Fashion Marketing and Communications Theory and Practice Across the Fashion Industry, 2nd ed. By Olga Mitterfellner Reflective questions for each chapter Questions for Chapter 1 1) How would you define “marketing” in your own words? 2) What role did the industrial revolution play for the production of (fashion) goods? 3) How did the industrial revolution lead to modern marketing practices (advertising, PR)? 4) Which types of media were used early in the 20th Century to disseminate information? 5) Can you think of two successful fashion-related campaigns during the 1920s. 30s or 40s? What media channels were used? 6) How did N.W. Ayers change our relationship with romance, love and marriage permanently? 7) What ethical concerns have you noted whilst reading this chapter? Questions for Chapter 2 1) How did Queen Elizabeth I use fashion and PR to her advantage? 2) What unethical campaign was Edward Bernays known for? How is it connected to fashion and ideology? 3) What are the core differences between advertising and PR? What do they have in common? 4) What sections make up a press release? Which is the most important section and what information should it contain? 5) What activities would a PR agency be responsible for and offer to a client? 6) How would you define Public Relations in your own words? 7) Which ethical concerns have you noted whilst reading the chapter? Questions for Chapter 3 Can you name the inventor and the 4 elements of the original Marketing Mix? What do the 3 supplemental Ps of People, Process and Physical Evidence entail? 3) How does the New Marketing Mix with the 4 Ds differ from the 4 Ps? Do you agree with it or disagree? 4) How was marketing misused in the case of Abercrombie & Fitch during the time of CEO Mike Jeffries? What was deemed unethical? 5) Which new marketing activities have been implemented under the leadership of CEO Fran Horowitz? Are they more ethical? 6) Can you explain what is meant by Integrated Marketing Communications plan? Which Ps of the Marketing Mix (or Ds of the New Marketing Mix) does it fall under? 7) Have you noted any ethical concerns while reading the chapter? Questions for Chapter 4 What information would an agency receive in the “client briefing” and how does it differ from an “internal briefing”? 2) Which types of media would you classify as ATL and BTL?