Merchandising: (noun) "the planning and promotion of sales by presenting a product to the right market at the proper time, by carrying out organized, skillful advertising, using attractive displays, etc." (Dictionary.com) We all know those iconic adverts. How about "Just do it!" Or whose product makes your mouth water with, "You know when it's real!" And who would get you thinking, "I'm lovin' it?" Of course, you all know these three catchphrases. (Don't kid yourself - you're not immune.) Advertisingworks. OK, so it might take at least eight times for us to hear a jingle before we get the hang of it. But it still works. Now according to the earlier definition, merchandising has elements of "the right market" at "the right time" and with clever, "organized, skillful advertising." Oh, and for companies like those above, lots of cash. Oodles of cash. Given that the average cost just to produce a thirty-second TV spot runs around a half a million dollars, (not including the $3.5 million to broadcast for 30 seconds during the Super Bowl!), few in our industry are in that league. If you hadn't guessed the companies above, Nike has an annual advertising budget nearing $2.5 billion.
展开▼
