Title: Identify the steps in planning a promotional event.
Course: Fashion Marketing, Advanced (12153-II) > Section: Planning a Promotional Event

Identification should include

- determining the goal(s) of the event (e.g., to attract customers, to raise money, to establish community relationships)
- selecting a theme
- outlining the agenda/activities that compose the event
- setting the budget
- deciding on the date and time
- identifying the target audience of event
- planning the event
- determining the media mix for publicizing the event
- dividing responsibilities and budget among event staff
- establishing evaluation methods
- implementing evaluation.

Process/Skill Questions:

- How does the goal affect the format of the event?
- How should personnel needs be determined?
- How does the use of themes determine the success for the retailer, target audience, and event format?
- How is the event budget set? What components play a role?