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Read these articles related to a mobile marketing campaign by Old Navy:
Behind the campaign: Old Navy goes after men in new ad push (2011). Advertising Age (June 18). Accessed 5/5/12 at: http://adage.com/article/news/navy-targets-campaign-men/228051/
Compare this mobile marketing campaign to its predecessor, which also led to the departure of Old Navy’s marketing director:
Digital marketing works better for Millennials than TV (2012). Tech Journal (January 24). Accessed 5/5/12 at:
http://www.techjournalsouth.com/2012/01/digital-marketing-works-better-for-millennials-than-tv/
http://www.techjournalsouth.com/2012/01/digital-marketing-works-better-for-millennials-than-tv/
Elliott, S. (2011). Old Navy replaces mannequins with music. New York Times (February 17). Available 5/5/12 through ProQuest database.
Want to reach male shoppers? Target their phones (2011). Marketing Vox (June 13). Accessed 5/5/12 at:
http://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones-049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink
http://www.marketingvox.com/want-to-reach-male-shoppers-target-their-phones-049435/?utm_campaign=rssfeed&utm_source=mv&utm_medium=textlink
Assignment:
Imagine you have been hired as a consultant to the VP of marketing for Old Navy, a subsidiary of Gap Inc. The VP wants to get an objective opinion from someone outside the company who is familiar with current marketing basics.
Your job is to write a 4 page report critically analyzing Old Navy’s promotion strategy. In particular, note that the company has decided to use online video instead of television. Make sure to address the following issues:
1. Evaluate the choice of young adult males as a target for an Old Navy promotion.
2. In choosing mobile media for this campaign, what assumptions were made about the viewing habits of this target? Do you believe these assumptions are valid? What would you recommend regarding this choice?
3. What do you think of the creative strategy chosen for this campaign? What are the positives and negatives of content that relies on humor? Would you propose some modification to the concept chosen? What and why?
4. Give some thought as to how this campaign meshes with other elements of Old Navy’s marketing program, for example, merchandising (product management), store environment, and pricing, and where this all fits in GAP’s brand portfolio.
Do not spend a lot of time digging in the company’s website and do not just rehash what the company did; instead, introduce a critical perspective. Focus on the Case reading listed above and Background reading listed below.
There are no right answers; after all, you do not have inside information, but You will be evaluated on your understanding of the background materials and your logic and reasoning.
In particular, show your understanding of the way a change in target market affects the company’s promotion strategy.
Expectations Regarding Your References and Defense of Your Positions
4 page essay in business memo format (excluding title page and reference page) written clearly, simply, and logically. Check the following link for business memoformat: http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf
Use double-spaced, black Verdana or Times Roman font in 12-pt. type size.
Quality of writing is more important than length. Back up your positions or opinions with the references provided and demonstrate your understanding of the concepts presented.
GRADING:
(1) The “why” is more important than the “what.”
(2) The defense of your positions on the issues is more important than the positions you take.
(2) The defense of your positions on the issues is more important than the positions you take.
Instead, your responses to the questions should be analytical and should demonstrate that (a) you understand the principles from the background reading and (b) you can apply them to this particular case.
Vague, general answers will not earn a good grade so do not repeat or quote or include definitions or summaries of the readings, nor simply describe what the company did.
Avoid redundancy and general statements such as “All organizations exist to make a profit.”
Paraphrase the facts using your own words and ideas, employing quotes sparingly. Quotes, if absolutely necessary, should rarely exceed five words. If you must quote/paraphrase, Cite the sources in your text and link those citations to references at the end of the paper.
Guidelines for handling quoted and paraphrased material are found at:
Anonymous (n.d.) Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/
Anonymous (n.d.) Quoting, Paraphrasing, and Summarizing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University.
Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/resource/589/01/
Accessed 3/9/12 at: http://owl.english.purdue.edu/owl/resource/589/01/
Anonymous (n.d.) Avoiding Plagiarism. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/589/1/
http://owl.english.purdue.edu/owl/resource/589/1/
Your paper consists of arguments in favor of your opinions or positions on the issues addressed by the guidelines; therefore, avoid the following logical fallacies:
Anonymous (n.d.) Logic in Argumentative Writing. Purdue Online Writing Lab. Copyright ©1995-2011 by The Writing Lab & The OWL at Purdue and Purdue University. Accessed 3/9/12 at:
http://owl.english.purdue.edu/owl/resource/659/03/
http://owl.english.purdue.edu/owl/resource/659/03/
Background Reading: At least 2 from the following reading list should be cited in your work and listed on your reference page:
Marketing communications (n.d.). Lesson store. MarketingTeacher. Accessed 5/5/12 at:
http://www.marketingteacher.com/lesson-store/#communications
http://www.marketingteacher.com/lesson-store/#communications
Maurer, A. (2011). What do Millennials want? First hand experience [includes video]. Tech Journal (November 10). Accessed 5/5/12 at:
http://www.techjournalsouth.com/2011/11/what-do-millennials-want-first-hand-experience-video/
http://www.techjournalsouth.com/2011/11/what-do-millennials-want-first-hand-experience-video/
Promotion (n.d.). Lesson store. MarketingTeacher. Accessed 5/5/12 at:
http://marketingteacher.com/lesson-store/lesson-promotion.html
http://marketingteacher.com/lesson-store/lesson-promotion.html
Promotion decisions (n.d.). KnowThis. Accessed 5/5/12 at:
http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/
http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/
Promotion strategies (n.d.). LearnMarketing.Accessed 5/5/12 at:
http://www.learnmarketing.net/promotion.htm
http://www.learnmarketing.net/promotion.htm
What is digital marketing? (n.d.). Lesson store. MarketingTeacher. Accessed 5/5/12 at:
http://www.marketingteacher.com/lesson-store/lesson-emarketing.html
http://www.marketingteacher.com/lesson-store/lesson-emarketing.html
(The following articles explain and illustrate the role of promotion in marketing decisions)
Beltrone, G. (2012). Ad of the day: J.C. Penney – Peterson Milla Hooks brings its poppy visual style to the retailer’s big new rebranding effort. Adweek (February 3). Accessed 3/16/12 at: http://www.adweek.com/news/advertising-branding/ad-day-jcpenney-137988
Comstock, B., Gulati, R., and Liguori, S. (2010) Unleashing the power of marketing. Harvard Business Review, 88:10(October):90-8. Accessed in EBSCO Host via the Trident U/Touro C eLibrary on 3/11/12
Jargon, J. (2012). ‘Super Size Me’ Generation Takes Over at McDonald’s. Wall Street Journal. (March 8):A1
Accessed in ProQuest via the Trident U/Touro C eLibrary on 3/16/12
Accessed in ProQuest via the Trident U/Touro C eLibrary on 3/16/12
Perner, L. (n.d.). Integrated Marketing Communication. Introduction to Marketing. Marshall School, USC. Accessed 3/15/12 at:http://www.consumerpsychologist.com/intro_Promotion.html
(This article speaks to the limits of promotion)
Burkitt, L. (2011). A Chinese Brand Flounders in US. Wall Street Journal (December 20):B1. Available 5/5/12 through ProQuest database.
(These articles discuss online/mobile promotion)
Greene, M. V. (2012) Hear no evil. Stores (March). Accessed 5/5/12 at: http://www.stores.org/hear-no-evil?adid=ST_Weekly
Lopez, R. (2012) Sevenly hopes to change the world one t-shirt at a time. Los Angeles Times (January 25). Available 5/5/12 through ProQuest database.
Mac, A. (2012). How to lose friends and alienate Twitter followers: 5 stupid social media mistakes. Fast Company (March 1). Accessed 5/5/12 at: http://www.fastcompany.com/1822211/how-to-lose-friends-and-alienate-twitter-followers-5-stupid-social-media-mistakes
Mobile marketing: Location matters – but how much? (2012). Knowledge@Wharton (March 9). Accessed 5/5/12 at:http://knowledgetoday.wharton.upenn.edu/2012/03/mobile-marketing-location-matters-but-how-much/
Reda, S. (2012). Social gets down to business. Stores (March). Accessed 5/5/12 at:
http://www.stores.org/social-gets-down-business?adid=ST_Weekly
http://www.stores.org/social-gets-down-business?adid=ST_Weekly
Soltes, F. (2012). Conversation starters. Stores (March). Accessed 5/5/12 at:
http://www.stores.org/conversation-starters?adid=ST_Weekly
http://www.stores.org/conversation-starters?adid=ST_Weekly
Stranahan, S.Q. (2011). Keeping up with posts and tweets down east. New York Times (December 7). Available 5/5/12 through ProQuest database.
Check the following links for proper APA citation and reference format:
If you want to use other formats, such as MLA, follow the same format consistently in the paper.
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