DQ3 – Getting Juicy Assume that the contemporary apparel company Juicy Couture h
ID: 332533 • Letter: D
Question
DQ3 – Getting Juicy
Assume that the contemporary apparel company Juicy Couture has embarked on a new IMC strategy. It has chosen to advertise on TV during the NBC Nightly News and in print 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, and if appropriate propose an alternative.
Using the AIDA model explain your recommendation for how to increase sales of Juicy Couture products.
Explain which elements of the IMC mix you’d recommend using and why.
Explanation / Answer
Juicy Couture offers designer clothing and accessories for women and girls.
Integrated Marketing Communication is the method or approach to achieve the objectives of a certain marketing campaign by a combination of various promotional techniques which are well coordinated and intend to augment each other.
The acronym AIDA stands for attention, interest, Desire or decision, action. It is one of the core principles of modern era Advertising and Marketing.
NBC nightly news and Time Magazine do not usually have the audience as young girls or women. Therefore, going by the AIDA model attention is what the ad would seek from its audience, but it would eventually fail in doing so.
The company should rather use a mix of social media, print media, radio media and modern age techniques like games like candy crush etc.
The company should put its advertisements on TV programs which have a viewership by younger ladies who are the target market for the products of the company.
The company should give its advertisements in fashion magazines which would have a more captive audience which are relevant to the sales of the company.
The company should also advertise on social media platforms like Facebook and Instagram which directly cater to the intended market and can cause a good update in the sales of the business.
The company can also use gaming platforms like candy crush as an advertisement tool by tying up with the company.
These methodologies would have the attention and interest of the target market segment and will result in decision or desire for the products of Juicy Couture which eventually will culminate in a Purchase Decision for the products of the company.
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.