Fashion merchandising covers all the areas starting from manufacturing and buying the fashion items to promoting

and selling it. In respect to manufacturing, a fashion merchandiser gives their valuable inputs about the materials or the types to fabrics. Having a good understanding about the construction of fabric and clothing, the merchandiser can help the designer in manufacturing by taking the price and the target market into consideration. It is clear that fashion merchandising concentrates not only on fashion but also on in-depth knowledge of marketing techniques and business-sense. The main motive of a merchandiser is to connect the latest fashion to the consumers and also assume what they will be interested in. They need to be experimental and always come up with new and fresh marketing strategies to make a product saleable. The perfect blend of creativity, good judgmental skill, self-confidence, quick decision making ability, sound marketing and advertising skills are what makes a successful fashion merchandiser. A fashion merchandiser promotes a designers items through fashion shows, which takes a lot of creativity and strong visual merchandising skills to grab the attention of the potential buyers. It will help with making the right orders. Merchandising involves marketing fashion to various retail stores, boutiques and wholesalers.

Merchandisers role
There are 2 types of merchandisers in export houses - buyer and production merchandisers. Buyer merchandisers act as a link between the buyer and the manufacturer. They have the responsibility of ensuring that the product is developed as per the requirements of the buyer so in between they have the resposibilty of sourcing, sampling and communication with the buyer. The production merchants on the other hand are a link between production and buyer merchants. They have the responsibility of ensuring that the production goes as per the schedule and as per the requirements. . The main motive of a merchandiser is to connect the latest fashion to the consumers and also assume what they will be interested in. The perfect blend of creativity, good judgmental skill, self-confidence, quick decision making ability, sound marketing and advertising skills are what makes a successful fashion merchandiser. Providing supply of products, or services to demand. They are responsible for the marketing side of it. the seller are the ones who mostly need them for promoting this property. Merchandiser is the one that plans,design and make merchandising process works.

Merchandiser's responsibilities vary organisation to orginasation, but basic responsibilities are to source the Trim and neccessary accessories, Fabric for production, prepare a Time and Action plan to ensure the shipments on right time. He should have good knowledge of fabrics. In some organisations Merchandiser also direct communicate with buyers to understand their needs. Merchandiser is resposnsible from Taking order to final shipment of goods.
Some important duties that are included in the merchandiser job description include, tracking consumer demands and trends, establishing a generalized requirement for stocking, auditing quality, suggesting changes (changes may be suggested even before manufacture), setting up marketing

mechanism, setting up the entire shop, improvisations within the shop, auditing consumer response, improving costing of every product, etc.

Merchandisers are responsible for ensuring that products appear in the right store at the appropriate time and in the correct quantities. This involves working closely with the buying teams to accurately forecast trends, plan stock levels and monitor performance. While the buyer selects the lines, the merchandiser decides how much money should be spent, how many lines should be bought and in what quantities. Merchandisers play a key role within organisations, as profitability can be affected by how successfully they undertake their work. Merchandisers set prices to maximise profits and manage the performance of ranges, planning promotions and markdowns as necessary. They also oversee delivery and distribution of stock and deal with suppliers.

Typical work activities

Work activities vary depending upon the company and the particular retail sector, but will typically include: y y y y y y y y y y y y y y y y y y planning product ranges and preparing sales and stock plans in conjunction with buyers; liaising with buyers, analysts, stores, suppliers and distributors; maintaining a comprehensive library of appropriate data; working closely with visual display staff and department heads to decide how goods should be displayed to maximise customer interest and sales; producing layout plans for stores; forecasting profits and sales, and optimising the sales volume and profitability of designated product areas; planning budgets and presenting sales forecasts and figures for new ranges; controlling stock levels based on forecasts for the season; using specialist computer software, for example to handle sales statistics, produce sales projections and present spreadsheets and graphs; analysing every aspect of bestsellers (for example, the bestselling price points, colours or styles) and ensuring that bestsellers reach their full potential; monitoring slow sellers and taking action to reduce prices or set promotions as necessary; gathering information on customers reactions to products; analysing previous season's sales and reporting on the current season's lines; making financial presentations to senior managers; accompanying buyers on visits to manufacturers to appreciate production processes; meeting with suppliers and managing the distribution of stock, by negotiating cost prices, ordering stock, agreeing timescales and delivery dates, and completing the necessary paperwork; identifying production and supply difficulties and dealing with any problems or delays as they arise; managing, training and supervising junior staff.

Store managers role

Store Manager Responsibilities: o Sales and bottom-line profits of the store. o Recruit, hire, train, evaluate and counsel store employees. Schedule, organize and direct assignments. o Maintain, encourage and possess ownership mentality. o Develop and implement employee performance evaluations and improvement plans. o Effectively manage employee turnover. Provide a positive working environment and handle employee issues appropriately and in a timely manner. o Resolve customer problems or complaints by determining optimal solutions. o Ensure interior and exterior of store is maintained to company standards. o Utilize labor management tools, including effective scheduling, to maximize productivity, profitability and margins. o Encourage store employees to take ownership for their performance and career development plans; follow up on a regular basis. o Provide exceptional customer service and ensure the employees also provide the same level of service. o Communicate, execute, and manage marketing and merchandising programs. o Conduct regular store meetings. o Ensure employee awareness of safety and emergency procedures. o Maintain and utilize surveillance equipment. o Maintain adequate store supplies. o Manage store revenue, including cash handling, deposit reconciliation and delivery of deposits to bank. o Execute and monitor loss prevention and shrink programs. o Management of all store operational issues, to include store housekeeping, store administrative duties, physical inventories, price changes, etc. o Successful candidates should be able to cite significant achievements, demonstrating their ability to handle all aspects of retail operational and merchandising management issues, from the delivery of stock to the store to the final sale of the product to the customer./li> o Assign service orders to technicians, schedule technicians to perform delivery and installation work at customer sites and ensure a first in/first out workflow. o Prepare technician daily logs and route sheets for review by the District Manager. o Manage speed of service results, controls inventory that is used for service orders, and is responsible for the overall organization and appearance of the service center. o Order and receive spare parts for service orders, return defective parts to RMA department file all service order and purchase order paperwork, review service orders for correctness in billing. o Ensure all orders are properly documented and released for pick-up. o Responsible for preparation of work schedules.

Requirements: o Minimum 3 years of retail management experience. More extensive retail experience will be welcomed. Experience in personal computer retail setting is preferred, but not mandatory. o Strong leadership skills. o Ability to effectively teach/develop others to next level. o Good merchandising skills and a flair for conceiving and implementing creative merchandising themes. o Strong operations experience in receiving, stock and inventory as well as front-end management and office management. o Ability to organize and prioritize multiple tasks in a fast-paced environment. o Strong interpersonal, motivational, communication and organizational skills. o The ability to provide "a breed apart" level of customer service. o An upbeat demeanor, with a sales-oriented personality. o Stability in employment history. o The ability to lift up to 50 pounds, and the willingness to roll up sleeves and get the job at hand done.

I believe A store managers job role is to motivate, develope, and train their staff as well as ensure the store runs smoothly by staffing the store appropriately, clients are being assisted, all tasks are being completed in a timely manner and the store makes its financial plan.

Buyers role

Professional buyer's role

On behalf of the university, a professional buyer can purchase goods and services that:

y y y y y y y y y y y y y

Exceed department buyers' authority Require specialized expertise Are restricted commodities, including those defined as equipment, and professional or personal services (independent contractor/ consultant) Total less than $2,500 and require unique administrative and financial processing such as split funding or possible change in accounting distribution Total less than $2,500 and generate more than a single invoice over the term of the agreement Using High Value Purchase Orders to buy goods and services Applying UC systemwide and UCSD-specific strategic sourcing contracts to purchases Establishing and managing contracts with suppliers Consulting with and supporting campus departments about their purchasing needs Soliciting competitive bids through requests for proposals (RFPs), requests for quotations (RFQs) and requests for information (RFIs) Maintaining a suitable and diverse pool of suppliers Providing effective business advice to the campus Signing contracts and agreements

Responsibilities

A buyer is an individual who selects what items will be stocked in a store, based on his or her predictions about what will be popular with shoppers. Retail buyers usually work closely with designers and attend trade fairs and fashion shows to observe trends. They may work for large department stores, chain stores or smaller boutiques. For smaller independent stores, a buyer may participate in sales as well as promotion, whereas in a major fashion store there may be different levels of seniority such as trainee buyers, assistant buyers, senior buyers and buying managers, and buying directors. Decisions about what to stock can greatly affect fashion businesses.

Advertising: a paid form of non-personal communication transmitted through a mass medium.

Advertising media: the means through which advertisements are delivered to the target audience. Media include broadcast media, print media, cinema, hoardings and outdoor media.

Advertorial: a form of print advertising that is designed to mimic the editorial content, style and layout of the publication in which it appears.

Agents and brokers: intermediaries who have legal authority to act on behalf of a seller in negotiating sales, but who do not take title to goods themselves. B2B goods: goods that are sold to organisations for: (a) incorporation into producing other products; or (b) supporting the production of other products directly or indirectly; or (c) resale.

B2B marketing: (also known as industrial marketing or organisational marketing) activities directed towards the marketing of goods and services by one organisation to another.

Banner advertising: advertising that appears on a website, usually as a banner across the top of a page that clicks the user through to the advertiser's website.

Brand loyalty: occurs when a consumer consistently buys the same brand over a long period.

Branding: the creation of a three-dimensional character for a product, defined in terms of name, packaging, colours, symbols, etc., that helps to differentiate it from its competitors, and helps the customer to develop a relationship with the product.

Breadth of range: the variety of different product lines either (a) produced by a manufacturer; or (b) stocked by a retailer.

Breakeven analysis: shows the relationship between total costs and total revenue in order to assess the profitability of different levels of sales volume. Catalogue showrooms: a High Street store selling goods through catalogues displayed in the outlet, with the customer collecting goods immediately from a pick-up point on the premises. Competitive advertising: a commonly used type of advertising that communicates the unique benefits of a product, differentiating it from the competition. Competitive edge: having a clear advantage over the competition in terms of one or more elements of the marketing mix that is valued by potential customers.

Competitive position: the organisation's strategic position in a market compared with its competitors: leader, challenger, follower or nicher. Co-operative advertising: a form of sales promotion targeted at intermediaries through which manufacturers agree to fund a percentage of the intermediary's local advertising costs as long as the manufacturer's product appears in the advertising material.

Corporate PR: public relations activities focused on enhancing or protecting the overall corporate image of an organisation. Database marketing: compiling, analysing and using data held about customers in order to create better tailored, better timed offers that will maximise customer value and loyalty. Direct mail: a direct marketing technique involving the delivery of promotional material to named individuals at their homes or organisational premises.

Direct marketing: an interactive system of marketing that uses one or more advertising media to effect a measurable response at any location, forming a basis for further developing an ongoing relationship between an organisation and its customers.

Direct response advertising: advertising through mainstream advertising media that encourages direct action from the audience, for example, requests for more information, requests for a sales visit, or orders for goods.

Direct supply: a distribution channel in which the producer deals directly with the end customer without

the involvement of intermediaries.

Discontinuous innovation: represents a completely new product concept unlike anything the customer has yet experienced, and thus involves a major learning experience for the customer with much information searching and evaluation. E-marketing: the use of electronic media such as the internet, wireless marketing and iTV for any marketing purpose.

E-tailer: an online retailer, including dotcom companies that sell goods/services, online branches' of High Street stores, and manufacturers' online direct selling sites.

Economic and competitive environment: trends and developments in terms of the economic well-being and condition of individuals, nations or trading blocs, including taxation and interest rates, etc.; the structure of markets in terms of the number of competitors and their ability to influence the market.

Environmental scanning: the collection and evaluation of data and information from the marketing environment that can influence the organisation's marketing strategies.

EPOS: electronic point of sale systems which streamline stock control and ordering systems through barcode scanning and allow the automatic processing of credit card payments for goods. Focus group: a small group of people, considered to be representative of the target segment, invited to discuss openly products or issues at their leisure in a relaxed environment.

Forecasts: estimates of future demand, sales or other trends, calculated using quantitative and/or qualitative techniques. Institutional advertising: a type of advertising that does not focus on a specific product, but on the corporate image of the advertiser. Interactive marketing: (a) in services markets, the encounter and interaction between the service provider and the customer. (b) see Internet marketing.

Interactive television: (iTV) a means of providing two-way communication between the consumer and the service provider using a television set-top box sending and receiving signals via satellite, cable or aerial.

Intermediary: an organisation or individual through whom products pass on their way from the manufacturer to the end buyer.

Internal marketing: the development and training of staff to ensure high levels of quality and consistency in service delivery and support. Internal marketing includes recruitment, training, motivation and productivity.

International marketing: a particular application of marketing concerned with developing and managing trade across international boundaries. Internet marketing: (also known as online marketing) the use of the internet to disseminate information, communicate with the marketplace, advertise, promote, sell and/or distribute products or services. Joint promotion: sales promotion activity undertaken by two or more brands or manufacturers jointly, for example collecting tokens from Virgin Cola in order to get two Eurostar tickets for the price of one.

Joint ventures: a jointly owned company set up by two or more other organisations: (a) as a means of market entry method; or (b) as a means of pooling complementary resources and exploiting synergy. Marketing: creating and holding customers by producing goods or services that they need and want, communicating product benefits to customers, ensuring that goods and services are accessible, and that they are available at a price that customers are prepared to pay.

Marketing audit: the systematic collection, analysis and evaluation of information relating to the internal and external environments that answers the question Where are we now?' for the organisation.

Marketing concept: a philosophy of business, permeating the whole organisation, that holds that the key to organisational success is meeting customers' needs and wants more effectively and more closely than competitors.

Marketing environment: the external world in which the organisation and its potential customers have to exist, and within the context of which marketing decisions have to be made.

Marketing mix: the combination of the 4Ps that creates an integrated and consistent offering to potential customers that satisfies their needs and wants.

Marketing objectives: what the organisation is trying to achieve through its marketing activities during a specified period. Closely linked with corporate objectives.

Marketing orientation: an approach to business that centres its activities on satisfying the needs and wants of its customers.

Marketing plan: a detailed written statement specifying target markets, marketing programmes, responsibilities, time-scales, controls and resources. Plans may be short term or long term, strategic or operational in focus.

Marketing PR: public relations activities focused on particular products or aspects of their marketing campaigns.

Marketing programmes: specific marketing actions, specified within the marketing plan, involving the use of the marketing mix elements in order to achieve marketing objectives.

Marketing research: the process of collecting and analysing information in order to solve marketing problems.

Marketing strategy: the broad marketing thinking that will enable an organisation to develop its products and marketing mixes in the right direction, consistent with overall corporate objectives.

Master franchising: a franchisor grants an individual or organisation in a particular country or other trading region the exclusive right to develop a franchise network by sub-franchising within that territory.

Micro segments: segments in B2B markets defined in terms of detailed organisational characteristics such as management philosophy, decision-making structures, purchasing policies, etc.

MIS: marketing information system; the formalised collection, sorting, analysis, evaluation, storage and distribution of marketing data.

Mobile marketing: (also known as m-marketing) see wireless marketing.

New product development (NPD): the process of seeking and screening new product ideas, analysing their commercial feasibility, developing and test marketing the product and its associated marketing mix, launching the product fully, then monitoring and evaluating its initial progress.

New task purchasing: goods and services that are purchased extremely infrequently by organisations, and involve a high level of formalised information collection and analysis before a purchasing decision is made. Non-profit marketing: marketing activities undertaken by organisations which do not have profit generation as a prime corporate objective, such as charities, public sector health care, and educational establishments. Organisational marketing: (also known as industrial marketing or business-to-business (B2B) marketing) activities directed towards the marketing of goods and services by one organisation to another. Permission marketing: developing a marketing campaign on the basis that an individual or organisation has explicitly consented to being targeted, for example through the use of opt-in and opt-out mechanisms.

Personal selling: interpersonal communication, often face to face, between a sales representative and an individual or group, usually with the objective of making a sale. POS: point of sale; marketing communication activity, for example sales promotions, displays, videos, leaflets, posters, etc., which appears in retail outlets at the place where the product is displayed and sold.

Post-purchase evaluation: the stage after a product or service has been purchased and used in which the consumer reflects on whether the product met expectations, exceeded them or was disappointing.

Post-testing: evaluation undertaken during or after an advertising campaign to assess its impact and effects.

Potential product: what the product could and should be in the future to maintain its differentiation. Press relations: cultivating good relationships between an organisation and the media as an aid to public relations activities. Product lifecycle (PLC): a concept suggesting that a product goes through various stages in the course of its life: introduction, growth, maturity and decline. At each stage, a product's marketing mix might change, as will its revenue and profit profile.

Product lines: a group of products, closely related by production or marketing considerations, that exists within the overall product mix. Promotional mix: the elements that combine to make an organisation's marketing communications strategy: advertising, sales promotion, personal selling, direct marketing and public relations.

Product orientation: an approach to business that centres its activities on continually improving and refining its products, assuming that customers simply want the best possible quality for their money.

Product portfolio: the set of different products that an organisation produces, ideally balanced so that some products are mature, some are still in their growth stage while others are waiting to be introduced.

Product positioning: developing a product and associated marketing mix that: (a) is placed' as close as possible in the minds of target customers to their ideal in terms of important features and attributes; and (b) clearly differentiates it from the competition.

Product repositioning: refining the product and/or its associated marketing mix in order to change its positioning either: (a) to bring it closer to the customer's ideal; or (b) to move it further away from the competition.

Product specification: the criteria to which an organisational purchase must conform in terms of quality, design, compatibility, performance, price, etc. Production orientation: an approach to business that centres its activities on producing goods more efficiently and cost effectively, assuming that price is the only factor important to customers. Pull strategy: a communications strategy that focuses on the end consumer rather than other members of the channel of distribution. Thus a manufacturer might focus on communication to consumers, rather than to wholesalers or retailers, thus helping to pull the product down the channel. Push strategy: a communications strategy that focuses on the next member of the channel of distribution rather than on the end consumer. Thus a manufacturer might focus on communication to wholesalers or retailers rather than to consumers, thus helping to push the product down the channel. Qualitative research: the collection of data that are open to interpretation, for instance on attitudes and opinions, and that might not be validated statistically.

Quantitative research: the collection of quantified data, for example sales figures, demographic data, purchase frequency, etc., that can be subjected to statistical analysis. Relationship lifecycle: the evolution of buyer seller relationships in B2B markets, through stages including awareness, exploration, expansion, commitment and dissolution.

Relationship marketing: a form of marketing that puts particular emphasis on building a longer-term, more intimate bond between an organisation and its individual customers. Sales orientation: an approach to business that centres its activities on selling whatever it can produce, assuming that customers are inherently reluctant to purchase.

Sales potential: the share of a total market that the organisation can reasonably expect to capture.

Sales presentation: the stage of the personal selling process in which the sales representative outlines the product's features and benefits.

Sales promotion: usually short-term tactical incentives offering something over and above the normal product offering to encourage customers to act in particular ways.

Sales quotas: the sales targets that a sales representative has to achieve, broken down into individual product areas and specified as sales value or volume.

Sales subsidiaries: a subsidiary company set up in a foreign market to handle marketing, sales, distribution and customer care in that market.

Sampling: (a) a form of product-based sales promotion involving the distribution of samples of products in a variety of ways, so that consumers can try them and judge them for themselves; and (b) in market research, the process of setting criteria and then selecting the required number of respondents for a research study. Strategic business unit (SBU): a group of products, markets or operating divisions with common strategic characteristics, that is a profit centre in its own right. An individual product, market or operating division could also be defined as an SBU if appropriate. Telemarketing: using the telephone: (a) to make sales directly; or (b) to develop customer relationships and customer care programmes further. Calls might be: (a) outbound, instigated by the organisation; or (b) inbound, instigated by the customer.

Teleshopping: a form of non-store retailing including shopping by telephone and shopping via computer networks. Test marketing: the stage within the new product development process in which a product and its associated marketing mix are launched within a confined geographic area to get as realistic a picture as possible of how that product is likely to perform when fully commercialised. Viral marketing: the marketer uses electronic media to stimulate and encourage word-of-mouth or electronic message dissemination between individuals. Wireless marketing: (also known as m-marketing or mobile marketing) the use of text messaging via a mobile telephone as a means of marketing communication. ADVERTISEMENT A paid public announcement appearing in the media.

ADVERTISING Making known; calling public attention to a product, service, or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action. BILLBOARD A large outdoor printed sign. Costs for a specific billboard are determined by the amount of traffic that passes its location, plus the board s size and visibility. BRAINSTORMING A meeting to generate creative ideas. At Michael J. Motto Advertising, daily, weekly and bi-monthly brainstorming sessions are held by various work groups within the firm. Our monthly IPower brainstorming meeting is attended by the entire agency staff. BROCHURE A folded leaflet with an advertising or promotional message.

BUMPER STICKER An advertising strip attached to an automobile bumper.

BUS CARD An advertising poster attached to the side or back of a bus.

BUSINESS REPLY CARD (B.R.C.) A preprinted postcard enabling direct mail recipients to respond easily. Direct mail offers that include BRCs have a much higher response rate. BUSINESS-TO-BUSINESS (B-TO-B) Communications or commerce between companies (as distinguished from dealings between a company and a consumer); frequently conducted through trade journals. CAMPAIGN The total planned, coordinated sales effort on behalf of a specific client or product, often multimedia in nature and run over a period of time. Motto Advertising has created numerous awardwinning campaigns for its clients. CATALOG An illustrated booklet listing products or services available. CLASSIFIED AD A brief listing appearing in a periodical of items for sale and/or services offered, usually arranged by category. Motto Advertising has extensive experience in writing and inserting effective classified ads in newspapers, magazines, on television and the internet. DIRECT MAIL A marketing effort conducted exclusively by mail.

DIRECT MARKETING Marketing via leaflets, brochures, letters, catalogs, or print ads mailed or distributed directly to current and potential consumers. The direct marketing industry has grown enormously as a result of increasingly specialized mailing lists.

DIRECT RESPONSE An advertising technique that urges the audience to respond in a particular manner, usually to buy a product, and provides that audience with the means to do so. A business reply card (BRC) is a direct response tool. MAGALOG A mail-order catalog that carries editorial matter and advertisements for multiple companies.

MAILER A mailed advertisement.

MAILING LIST A list of prospective customers organized by defined factors such as location, income, or other consumer profile aspect.

MAIL ORDER Retail sales conducted by mail.

MARKET The prospective customers for a given product or service.

MARKETING The techniques used to attract and persuade consumers. As a direct response agency, MJM keeps marketing goals uppermost in mind in the design of every advertisement.

MARKET PROFILE The characteristics of a group or area targeted for a campaign.

MARKET RESEARCH A study of consumer groups and business competition used to define a projected market.

MARQUEE An onsite billboard, often advertising a theater performance. POINT-OF-PURCHASE ADVERTISING (P-O-P) Signs, displays, and other techniques of attracting attention and promoting products at their location of sale. Motto Advertising specializes in creating innovative P-O-P advertising. PRINT ADVERTISING Advertising in newspapers, magazines, catalogs, or mailers. Usually, print ads use

some combination of photographs, illustrations, and copy. REMNANT SPACE Print advertising space that is left over and sold at a discount at the last minute.

RESIDUAL A payment made to a model, actor, or singer each time an advertisement is played, shown or run.

ROLLOUT (informal) Geographic expansion of a campaign from a single test market outward, as to a regional or national market. SANDWICH BOARD Two hinged boards, adorned with advertising messages, that are placed at an advantageous location or hung over someone s shoulders. SNIPING The act of pasting up outdoor posters over billboards or on empty structures, walls, and traffic poles, often without permission. SPOT ADVERTISING Any advertising presented in selected locales rather than on a national level. STANDARD ADVERTISING UNIT (S.A.U.) System of standard dimensions for print display advertising based on six columns, each 2 1/16 inches wide, with a 1/8 inch "gutter" between columns. Because nearly all broadsheet newspapers are now in SAU in their display pages, a single ad may be used in many places without resizing. STORYBOARD A series of panels roughly depicting scenes, copy, and shots proposed for a television commercial. The storyboard gives the client a good idea of the agency s concept for a commercial, before extensive production charges are incurred. STREAMER A long, narrow sign with a message in bold type hung across open area, window, or doorway. SUBLIMINAL ADVERTISING Concealed appeal to consumers unconscious awareness to buy product. SUBWAY CARD An advertising poster attached to the interior of a subway car. TELEMARKETING Selling, or advertising, or market research done by telephone. TIE-IN A campaign to link products, media, or markets.

TIME SLOT A specific time bought for airing a commercial on radio or television.

TRADE NAME The name used by a company to describe and distinguish its brand of a generic product. Kleenex is a trade name for a brand of tissue; Xerox, a single brand of copier.

TRADE-OUT A barter arrangement for the exchange of commercial time, advertising space, products, or services.

TRADE SHOW A convention at which advertising agencies or related companies show and compare products and ideas. Companies frequently underwrite elaborate displays, receptions, presentations and giveaways for trade shows in their industry. VOICE-OVER (V.O.) Recorded offscreen voice heard on a television or radio commercial. WANT AD Classified recruitment ad; an advertisement for personnel; also known as "help wanted" ads. The Motto agency utilizes an eight-point check list of criteria that maximize response to helpwanted ads. WILD SPOT A radio spot, appearing in various slots and locales, neither regional nor national, or on a non-network station. cooperative advertising (or co-op): An agreement between a publisher and a bookstore. The publisher's book is featured in an ad for the bookstore (sometimes in conjunction with an author appearance or other special book promotion); the publisher contributes to the cost of the ad, which is billed at a lower (retail advertising) rate. copublishing: Joint publishing of a book, usually by a publisher and another corporat entity such as a foundation, a museum, or a smaller publisher. An author can copublish with the publisher by sharing the costs and decision making and, ultimately, the profits. sell-through: The quantity of books actually sold at bookstores (as opposed to the quantity merely shipped). A publisher may ship ten thousand copies of a book to booksellers and get back, say, six thousand in returns. In this case, the sell-through would be four thousand.** Business to business -Marketing efforts directed from one business to another. Business to consumer-Marketing efforts directed from one business to a consumer. Card deck-Generally, a series of postcards (each promoting a separate product or service) in one mailing. Each card will normally include a trackable mechanism for reader's response. Catalogue-A multi-page pamphlet or book detailing a variety of products, most frequently with illustrations, and including an order form. Larger and more detailed than either a brochure or flyer.

Cross selling-:-Encouraging customers to buy products from other departments or categories, beyond the initial offering. Dummy (mock-up)-A diagram or representation which indicates how the promotional piece will appear when printed and ready for mailing. Dump -Printed display of a data file or a portion of that data file for purposes of reviewing data prior to personalization. Recency -The latest purchase or other activity recorded for an individual or business on a specific customer list. Roll fold-A method of folding that involves rolling one end of the piece up to the other end, leaving one closed edge. Roll out -The process of launching a mailing campaign upon completion of promotion development, printing, selection of audiences, testing and acquisition of lists. ROP (run of paper)-When a direct response advertisement in a newspaper does not have a specified section and can be placed anywhere. Solo-mailing -A one-time or single mailing as opposed to a continuing series of communications (also called Standalone mailing). Stuffer-A promotion piece mailed with an unrelated communication. The latter could be an acknowledgement form, shipping notification or invoice. Test campagin-Introduction of a new product, offer, creative execution or promotion on a small scale to measure/test consumer responsiveness prior to full campaign implementation. Industrial Marketing People interested in industrial marketing careers can go into sales, service, product design, marketing research, or one of several other positions. They sometimes need a technical background. Most people start in sales and spend time in training and making calls with senior salespeople. If they stay in sales, they may advance to district, regional, and higher sales positions. Or they may go into product management and work closely with customers, suppliers, manufacturing, and sales engineering.

International Marketing As US firms increase their international business, they need people who are familiar with foreign languages and cultures and who are willing to travel o or relocate in foreign cities. For such assignments, most companies seek experienced people who have proved themselves in domestic operations.

Marketing Research Marketing researchers interact with managers to define problems and identify the information needed to resolve them. They design research projects, prepare questionnaires and samples, analyze data, prepare reports, and present their findings and recommendations to management. They must understand statistics, consumer behavior, psychology, and sociology. A master's degree helps. Career opportunities exist with manufacturers, retailers, some wholesalers, trade and industry associations, marketing research firms, advertising agencies, and governmental and private nonprofit agencies.

New-Product Planning People interested in new-product planning can find opportunities in many types of organizations. they usually need a good background in marketing, marketing research, and sales forecasting; they need organizational skills to motivate and coordinate others; and they may need a technical background. Usually, these people work first in other marketing positions before joining the new-product department.

Marketing Logistics (Physical Distribution) Marketing logistics, or physical distribution, is a large and dynamic field, with many career opportunities. Major transportation carriers, manufacturers, wholesalers, and retailers all employ physical distribution specialists. Coursework in quantitative methods, finance, accounting, and marketing will provide students with the necessary skills for entering the field.

Public Relations Most organizations have a public relations person or staff to anticipate public problems, handle complaints, deal with media, and build the corporate image. People interested in public relations should be able to speak and write clearly and persuasively, and they should have a background in journalism, communications, or the liberal arts. The challenges in this job are highly varied and very peopleoriented.

Purchasing Purchasing agents are playing a growing role in firms' profitability during periods of rising costs, materials shortages, and increasing product complexity. In retail organizations, working as a "buyer" can be a good route to the top. Purchasing agents in industrial companies play a key role in honing down costs. A technical background is useful in some purchasing positions, along with a knowledge of credit,

finance, and physical distribution.

Retailing Management Retailing provides people with an early opportunity to take on marketing responsibilities. Although retail starting salaries and job assignments have typically been lower than those in manufacturing or advertising, the gap is narrowing. The major routes to top management in retailing are merchandise management and store management. In merchandise management, a person moves from buyer trainee to assistant buyer to buyer to merchandise division manager. In store management, the person moves from management trainee to assistant department (sales) manager to department manager to store (branch) manager. Buyers are primarily concerned with merchandise selection and promotion; department managers are concerned with salesforce management and display.

Sales and Sales Management Sales and sales management opportunities exist in a wide range of profit and non-profit organizations and in product and service organizations, including financial, insurance, consulting, and government organizations. Individuals must carefully match their backgrounds, interests, technical skills, and academic training with available sales jobs. Career paths lead from salesperson to district, regional, and higher levels of sales management and, in many cases, the top management of a firm. Pay Per Call: A model of paid advertising similar to PPC, except advertisers pay for every phone call that comes to them from a search ad, rather than for every clickthrough to their website landing page for the ad.

Pay Per Click (PPC): A program where an affiliate receives a commission for each click they refer to a merchant's website. PPC offers some of the lowest commissions and high conversion ratio since visitors need to only click on a link to earn the affiliate a commission.

Pay Per Impression (PPI): An advertising pricing model in which advertisers pay based on how many users were served their ads.

Pay Per Lead (PPL): A program where an affiliate receives a commission for each lead that they generate for a merchant website such as completed surveys, contest or sweepstakes entries. Pay per lead generally offers midrange commissions and midrange-to-high conversion ratios.

Pay Per Sale (PPS): A program where an affiliate receives a commission for each sale of a product or service that they refer to a merchant's website. Pay-per-sale programs usually offer the highest commissions and the lowest conversion ratio. Cost Per Acquisition Online advertising ROI model in which return is based solely on qualifying actions such as sales and registrations as measured against the marketing costs associated with that sale or registration. Cost Per Action (CPA) The cost metric for each time a commissionable action takes place. Cost Per Click (CPC) The cost metric for each click to an advertising link. Cost Per Order (CPO) The cost metric for each time an order is transacted. Cost Per Thousand (CPM) The cost metric for one thousand banner advertising impressions. Crawl The process by which search engine spiders fetch web page information. Advertising allowance-Money provided by a manufacturer to a distributor for the purpose of advertising a specific product or brand. See, also, Cooperative advertising. Advertising budget-Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget. Advertising elasticity-The relationship between a change in advertising budget and the resulting change in product sales. Advertising page exposure-A measure of the opportunity for readers to see a particular print advertisement, whether or not that actually look at the ad. Advertising plan-An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals. Advertising research-Research conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives. Advertising specialty-A product imprinted with, or otherwise carrying, a logo or promotional message. Also called a promotional product. Advertorial-An advertisement that has the appearance of a news article or editorial, in a print publication. See Infomercial, below. Advocacy advertising-Advertising used to promote a position on a political, controversial or other social issue.