Marketing Chapter 18 Review

Visual Merchandising
Encompasses all of the physical elements that merchandisers use to project an image to customers.
Display
The visual and artistic aspects of presenting a product to a target group of customers.
Storefront
Encompasses a store’s sign or logo, marquee, banners, awnings, windowns, and the exterior design, ambiance, and landscaping.
Marquee
An architectural canopy that extends over a store’s entrance.
Store Layout
Ways that stores use floor space to facilitate and prmote sales and serve customers.
Fixtures
Permanent or movable store furnishings that hold and display merchandise.
point-of-purchase displays (POP’s)
Consumer sales promotion device; manufactured units with bold graphics and signage that hold, display, or dispense products.
Kiosks
Typically four-feet high, have pedestal-mounted screens, and take up less than two square feet of store space. They allow for immediate product availability.
Color Wheel
Illustrates the relationships between colors.
Complementary Colors
Found opposite each other on the color wheel and are used to create high contrast. (red and green, blue and orange, yellow and purple)
Adjacent Colors
Located next to each other in the color wheel and share the same undertones. (yellow-orange, orange, yellow-green)
Triadic Colors
Three colors equally spaced on the color wheel. (Red, yellow, blue)
Focal Point
An area in the display that attracts attention first, above all else.
Proportion
The relationship between and among objects in a display.
Formal Balance
Placement of large items with small items to create balance.
Informal Balance
Placement of several small items with one large one.