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Comparison between online shopping and bricks and mortar shopping
The role of advertising in integrated marketing communication
Role of integrated marketing communications in marketing programs
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Over the years, marketing has changed in profound ways. However, customers want to expect the same experience across retail channels. Now a days, in order to target new customers and boost brand image without spending millions of dollars, Integrated Marketing Communications (IMC) is achieved by using social media, online advertising, public relations and viral marketing. This helps consumers understand the message intended and are more inclined to make a purchase. Effective marketing management is crucial in every industry as innovative marketing increases a company’s brand awareness.
The rapid advancement of recent technology is revolutionizing how the consumer shops. Online shopping has become vastly popular and consumers are utilizing this technology with the increasing practicality of the Internet and mobile devices. The apparel industry is cutthroat competitive in the global market. Retailers without a substantial competitive advantage do not stand a fighting chance. Now more than ever, competition amongst companies such as GUESS? Inc. and Gap Inc as well as other leading brands has become fierce. Internet marketers are pulling customers from stores. Smartphones have become the new phenomenon and have increased online shopping. Consumers are more aware of prices and have become better shoppers trying to purchases clothing with deep discounts. As a result, stores are forced to put special offers on items on a frequent basis knowing that consumers can buy that cheaper somewhere else. For this reason, GUESS? Inc.’s prices have declined over the years. Even companies like Gap Inc, known for selling products at reasonable prices, have changed strategy to keep up in the retail market. One factor boosting online shopping is ret...
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...a consistent message, tone, look, and feel across offline and online channels.
Works Cited
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This nationally recognized mass merchandiser that stood as Kohl’s other leading adversary in the market has everyday low prices that were able to compete with Kohl’s promotional events. Wal-Mart also outdid their competition when it came to number of store locations around the country. The weaknesses of this reputable company come to light when shoppers are looking to buy clothes and are not presented with nearly the selection that the department store can offer. Also, their service is not considered to be as helpful as the department stores that can input more expertise when trying on
While there are services similar to ours – such as try.com – when a customer shops online they are not choosing between services that allow them to try clothes on online. Our service is valued in the context of their total shopping experience, not as the end-all, or in other words the appeal of our product to them is not simply that they can try on clothes when shopping online, but that in trying on clothes when shopping online they can be more sure of as to whether or not the clothes will look or feel right, enhancing their total shopping experience. Therefore, in evaluating our impact on customers, our competitors will be viewed as other ecommerce websites (against us as the totality of TJX’s ecommerce and in particular how we enhance the value of
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
In the 1997 article Listening to Khakis, published in the New Yorker, Malcolm Gladwell effectively paints a vivid picture of the thought and science that goes into advertising campaigns. Gladwell begins his paper by focusing on the Dockers’ advertising campaign for their line of adult male khaki pants, which he labels as extremely successful. This campaign was the first line of successful fashion advertisements aimed directly toward adult males (Gladwell, 1997). This campaign was cunningly simple and showed only males wearing the pants being advertised with the background noise filled with men having a casual conversation (Gladwell, 1997). This tactic was used because studies showed that Dockers’ target market felt an absence in adult male friendships. (Gladwell, 1997). The simplicity of the advertisements was accentuated as to not to deter possible customers by creating a fashion based ad because, based on Gladwell’s multiple interviews of advertising experts, males shy away from being viewed as fashion forward or “trying to hard” (Gladwell, 1997).
“Cover Girl to sponsor a special June issue of YM on topic relationships.” Mediaweek 26 April 1993 v3 n17 p4 (1). Adweek, L.P. “Cover Girl Sweepstakes Ties to Target Stores.” Brandweek. 26 July 1999.
Marketing In this day and age is vital for a company to perform at its possible best. Marketing’s main focus is to give great satisfaction to a customer. There are many aspect of marketing, these aspects give marketer’s the tools to help strive for the best possible success they can achieve. They hope that they can create exposure for their brand, product or service.
Guess ? uses historical trends within the market to develop a sales plan for designs and as a guide to the number of sales per garmet. With the sales plan in mind they seek out the best quality product at the best possible price. Once the materials are gathered the cost of the item is determined. Including manufacturing labor, fabric, trims, and various other details included in the production of the clothing a rough cost is agreed upon. After the cost is found Guess ? then determines on a style merchandising cost, which is based on raising or lowering prices to maximize sales and profits. As of today Guess ? has product licenses all over the world. Also it has distributors in North America, South America, Europe, Asia, Africa, and Australia. Guess ? can be found in many department, retail, specialty, and factory stores and as of January 1995 online.
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
The increasing process of globalization, coupled with an organization seeking to satisfy the needs of consumers globally, contributes significantly in embracing technology in the marketing process. In addition the marketing strategies are inclined towards reaching not only the targeted segment, but also potential customer that can be captured based on the market forecast of the firm. Therefore, integrating various tools of communication as well as platform of reaching out to a wide range of audience has been embraced by corporate globally. Notably, effective communication is vital in the marketing process (Percy, 2008). On the other hand, reaching out to a wide range of customers or audience in the advertising process in significant important. From this perspective organization can utilize both effective communication and a contemporary platform to reach to a wide range of
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
McGraw-Hill Education. THE GUARDIAN, http://www.theguardian.com/business/2014/jan/29/samsung-60-stores-europe-partnership-carphone-warehouse-apple THE GUARDIAN, http://www.theguardian.com/technology/2013/sep/10/iphone-5s-and-iphone-5c-launch-ios-7-live-mbm KOTLER, P. AND ZALTMAN, G. (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing, Volume 35, July 1971.
“Magazine Ads of the 50s through the 80s.” BlogSpot, N.p. 8 August 2008. Web. 4 October 2009.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...