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post 1:
The designer jean company Juicy Couture has chosen to advertise on the NBC Nightly News and in Time Magazine. The message is designed to announce new styles for the season and uses a 17-year-old woman as the model. Evaluate this strategy, in term of the message and media.
The strategy used by Juicy Couture is wrong for different reasons. The first problem is about the target market. In fact, using a 17 years old model would imply that the principal target market is about people of that age and using an advertising on Time magazine and especially on NBC Nightly news is not a good decision. In fact to promote a product for people of that age there are other media that would allow the company to have a bigger audience of the target market represented by teenagers: Intagram, TikTok and advertising during You Tube videos are for sure better media, in this case, then the NBC or Time magazine. The second problem is the time of the advertising in TV. The power of the message and its effectiveness is low on TV, at that time for the target market while it would be so powerful and attractive using the new media that are narrowcasting media, used by teen, where the message can be customized a personalized for each target.
Post 2: The designer jean company Juicy Couture has chosen to advertise on the NBC Nightly News and in Time Magazine. The message is designed to announce new styles for the season and uses a 17-year-old woman as the model. Evaluate this strategy, in term of the message and media.
Juicy Couture’s market strategy is wrong and not good. Using a 17 year old woman is probably not the best choice since she’s a teenager and the market would be just for her style. Juicy Couture wouldn’t be able to attract older women or different size women since everyone isn’t the same size as the teen they’re wanting to use. Advertising on the NBC Nightly News and Time Magazine are probably one of the worse options you can choose from since teens don’t watch nightly news or look at magazines anymore. The market should be for every woman, small or plus size. They should market on different formats like Tv, Tik Tok, Instagram, Facebook, etc. Companies have to start marketing on social media platforms because that’s the day and age we live in.
Post 3: Visit https://web.archive.org/web/20160314033436/http://phelpsagency.com:80/ and click on the “Work” tab at the top. In their work portfolio, compare the IMC for two (2) different companies of your choice. What were the goals of the integrated marketing campaign? Which promotional elements were used in that particular campaign? How do those elements contribute to the success of the campaign in achieving its stated goals?
The two companies I chose to compare were American Licorice Co., and Realtor.com.
With American Licorice Co. they state that the goal is to increase Red Vines, Natural Vines, and Super Ropes exposure of National Licorice Day and exposure for the new Natural Vines 3 oz bag. Looking at the promotional elements that were used in this particular campaign, the company chose to invite the media to share in National Licorice Day and share fun facts along with products from the company. They did this by reaching out to broadcast, online, blog, and print media outlets, which resulted in more than 50 stories which were shared in online news sites, blogs, and broadcast morning shows. The elements used in this campaign did allow them to achieve their goals, by providing a mix of outlets to provide the messaging through. They were able to bring about brand awareness to a variety of audiences, by not only having the fun facts each outlet shared, but also offering the interactive element which can be found through the use of blogs and online news sites.
With Realtor.com, the goals of the campaign were as stated: Shift the company culture to focus on the consumer, Conduct extensive research to segment targets, Develop a reinvigorated, ownable brand to resonate with today’s consumers, and Create a brand identity to convey the strategy and connect emotionally. One of the ways of creating awareness was by changing the brand identity, where the new icon that was created represents consumers in finding their dream home. They also chose to focus on the visuals of the icon by having a teal color added and having unique uppercase and lowercase typography utilized in the icon. Making the icon look more modern and friendly. They continued with the color palette in providing a visually aesthetic layout on the brand’s website, where the layout is user friendly and the colors are visually pleasing to the consumer. In doing so, they enhanced the brand awareness by seeing a positive response from press and consumers, as well as others in the industry. They were able to achieve the goals set out by conducting studies, and provide the soft metrics which indicated gain in market share and shift in perception, as they mention on the campaign.
Post 4: Visit https://web.archive.org/web/20160314033436/http://phelpsagency.com:80/ and click on the “Work” tab at the top. In their work portfolio, compare the IMC for two (2) different companies of your choice. What were the goals of the integrated marketing campaign? Which promotional elements were used in that particular campaign? How do those elements contribute to the success of the campaign in achieving its stated goals?
I chose to talk about Southern California Gas Company and Tahiti Tourisme. Southern California Gas Company is the biggest national company of natural gas distribution utility. There goals were to reduce overall annual gas energy consumption in SoCalGas service are, to increase Energy Efficiency appliance rebate application volume, and to reach and connect with General, Hispanic and African American Markets in a culturally relevant fashion with one voice. Southern California Gas Company customers were engaged through the integrated campaign that included online video, radio, outdoor, print, digital and social media plus public relations. Phelps Total Market and Phelps created an integrated marketing campaign in both English- and Spanish-language, connecting with SoCalGas’ General market, Hispanic and African-American customers. According to the website “The campaign launched in January 2014 and utilized more than thirty different paid, earned and owned media channels to communicate the energy efficiency message, ultimately resulting in deeper engagement and action.”
Tahiti Tourisme is a beautiful tourism destination with privacy. Their goals were to develop a brand strategy defining the target, to align the brand with targeted visitor insights, and establish awareness and build destination preference for fist time and repeat visitors. Tahiti Tourisme focuses on brand campaign on seclusion and reward and the multi-platform campaign included. They were shown in several films and TV shows with third party endorsement. The campaign was more believing and compelling. Their integrated approach extended to robust social media strategy and management. All this helped Tahiti Toursime’s by, brand lift increase by 45%, they 17% increase in website visits, 69% organic growth of social channels on average. Another thing, Phelps has helped visitor arrivals increase 109%, there page reviews and engagement times have grown significantly, and they have garnered millions of impressions through established relationships with key travel media.
Post 5: “Sales people just make products cost more.” Agree or disagree with this statement and discuss why you’ve taken that position.
I disagree with this statement. The sales people’s commissions are factored into the price of goods, but they are not the ones that set the cost. The supply and demand of the product helps to set the price as well as the market value of the product. I do believe that most of the time the product being sold determines whether the sales people drive up the price. For example, if you go to a clothing store with sales people, they are going to try to push you to buy products because they make a certain commission off of it, but you will probably pay the same amount at any retailer that sells the same product. On the other hand, if you go to a car dealer to purchase a car, the sales person may choose whether to lower their commission or not, which may lower the cost to you, but again the market value of the car is what determines the price and you are more than likely not going to pay less than the market value of the car.
Post 6: “Sales people just make products cost more.” Agree or disagree with this statement and discuss why you’ve taken that position.
Sales people are very important for an organization when it comes to gaining customers by maintaining personal relationships with them by selling products directly to the people. They are able to help customers make decisions between products by simplifying their buying and providing and giving comparisons between brands. Sales people also create relationships with customers which increases business for the company by creating loyal customers. They are also able to increase sales by convincing customers that their product is worth buying. Though going through a sales person may cost a little more, it all evens out by creating a quick and easy way of shopping.
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