Promotion: Advertising, Selling, Publicity, And Internet/Mobile

1350 words - 5 pages

MODULE 3 CASE ASSIGNMENT 1Promotion: Advertising, Selling, Publicity, and Internet/MobileAs the newly hired VP of marketing for Old Navy the current VP asked for an opinion on the current marketing strategy to target young adult males choosing to focus on a mobile media marketing campaign. -Memo to VP of GapTo: John Jacobs VP of Old NavyFrom: Rich Pistone VP Marketing Old NavyRE: Mobile Media Campaign Targeting Young Adult Males(1) Assumptions about Viewing Habits of Young Adult MalesJohn, I am sure you are aware that Old Navy stores were created to fill a void. Our parent company had a secure customer base yet it was apparent there was a large target market of customers Gap was missing. To find out more information we conducted market research and, according to our results, many people thought clothes were getting too expensive. We decided we could fill this niche and according to Janet Kloppenburg, from the research firm Robertson Stephens, we have succeeded and found a way to combine low prices, quality merchandise, and a clean, fun ambiance to grab this market share (Caminiti & Brown, 1996, para. 7). I think we are at another crossroads in our marketing for Old Navy and the current campaign could be the answer to capitalizing on a target market we have currently been missing: young adult males. One of our main advertising avenues has been television commercials. Yet, with the current technology TV viewers often record programs and skip the commercials when they watch them (Zeisse, 2002, p. 89). This is one of the main reasons we needed to rethink our advertising approach. Nielsen's Social Media Report from last fall showed how integral social networking has become for consumers. Social networks and blogs account for almost a quarter their total time spent on the Internet. In fact, close to 80 percent of Internet users visit social networks and Americans spend more time on Facebook than any other U.S. website. Furthermore, sixty percent of people use at least three digital resources to research a product before purchases and forty eight percent of these consumers positively responded to a retailer's offer posted on Facebook or Twitter (Reda, 2012, para. 12).Camp and King, the advertising agency that developed our current campaign, continued research this topic and reported that, despite the stereotype that men hate to shop, their research showed men just shop differently than women. Camp and King found our target (young adult males) is highly over-indexed in the areas of mobile usage, Smartphone ownership and utilizing a mobile phone to research purchases (Tode, 2012 para. 11). Capitalizing on these findings and trends will help Old Navy capture this target segment.(2) Recommendations about Current Marketing to Young Adult MalesBy creating a marketing campaign aimed specifically at the young adult male, Old Navy can strengthen its reputation, increase sales, gather information to create upcoming trends and collect data to enhance customers...

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