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Imagine you have been hired as a consultant to the VP of marketing for Old Navy, a subsidiary of GAP. 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 short memo – 750-1500 words – 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: Evaluate the choice of young adult males as a target for an Old Navy promotion. 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? 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? Don't spend a lot of time digging in the company’s website. Don't just rehash what the company did; introduce a critical perspective. Focus on the case and background readings as well as relevant background readings from modules 1 & 2. There are no right answers; after all, you don't have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning. In particular, you need to show your understanding of the way a change in target market affects the company's promotion strategy. Also, give some thought to how this campaign meshes with other elements of Old Navy's marketing program – i.e., merchandising (product management), store environment, and pricing – and where this al fits in GAP's brand portfolio. Expectations with regard to your references and defense of your positions Write clearly, simply and logically. Your memo should be 750-1500 words long excluding title pages and references, but quality of writing is more important than length. Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size. It is expected that you will back up your positions or opinions with references to the required readings found in Background1-2-3 and Ongoing Useful Resources. In using those references, it is expected that you will demonstrate your understanding of the concepts presented. Therefore, rather than grade on how much information you find about the product that is the subject of CASE3; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above directives and questions. In effect, you are expected to write clearly, simply and logically. And, in terms of that logic, remember that: (1) the "why" is more important than the "what," and (2) the defense of your positions on the issues is more important than the positions you take.. It is expected that you will NOT repeat or quote definitions. Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings. It is expected that you will not include definitions or summaries of the readings. It is also expected that you will not describe what the company did. 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 about targeting will not earn a good grade. It is expected that you will avoid redundancy and general statements such as "All organizations exist to make a profit." It is expected that you will make every sentence count. It is expected that you will paraphrase the facts you find into your own words and ideas. In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be no longer than 5 words.

Read these articles related to Old Navy’s recently launched mobile marketing campaign:

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/

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

Your assignment:

Imagine you have been hired as a consultant to the VP of marketing for Old Navy, a subsidiary of GAP. 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 short memo – 750-1500 words – 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:

Evaluate the choice of young adult males as a target for an Old Navy promotion.

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?

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?

Don’t spend a lot of time digging in the company’s website.  Don’t just rehash what the company did; introduce a critical perspective.  Focus on the case and background readings as well as relevant background readings from modules 1 & 2. There are no right answers; after all, you don’t have inside information. You will be evaluated on your understanding of the background materials and your logic and reasoning.  In particular, you need to show your understanding of the way a change in target market affects the company’s promotion strategy. Also, give some thought to how this campaign meshes with other elements of Old Navy’s marketing program – i.e., merchandising (product management), store environment, and pricing – and where this al fits in GAP’s brand portfolio.

Expectations with regard to your references and defense of your positions

Write clearly, simply and logically. Your memo should be 750-1500 words long excluding title pages and references, but quality of writing is more important than length. Please use double space, Verdana or Times Roman font type, black font color only, with 12 pt font size.

 

It is expected that you will back up your positions or opinions with references to the required readings found in Background1-2-3 and Ongoing Useful Resources.  In using those references, it is expected that you will demonstrate your understanding of the concepts presented.  Therefore, rather than grade on how much information you find about the product that is the subject of CASE3; the emphasis in grading your paper will be on your defense of the positions you take with regard to the issues in the above directives and questions.  In effect, you are expected to write clearly, simply and logically. And, in terms of that logic, remember that:

(1) the “why” is more important than the “what,” and
(2) the defense of your positions on the issues is more important than the positions you take..

It is expected that you will NOT repeat or quote definitions.  Your use of the required readings to support your opinions (that is, contentions or positions) should demonstrate that you understand the concepts presented in those required readings.

It is expected that you will not include definitions or summaries of the readings.  It is also expected that you will not describe what the company did.  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 about targeting will not earn a good grade.

It is expected that you will avoid redundancy and general statements such as “All organizations exist to make a profit.”   It is expected that you will make every sentence count.

It is expected that you will paraphrase the facts you find into your own words and ideas.  In other words, use quotes sparingly. And, as a rule of thumb, quotes, if absolutely necessary, should be no longer than 5 words.

It is also expected that when you write an academically-oriented paper of this type, much of the information you uncover will be facts about the product.  Even if you paraphrase those facts, you should cite in your text the source for those facts and link those citations to references at the end of your paper.

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