Promotion

The promotional approach I have decided to take is to create a television commercial. This commercial will air on channels such as Bravo!, Oxygen, MTV, Style Network, and E!. Our commercial will do a great job on these tv channels because these channels target the same customer as we do; young style hungry women. We will air it one to two times during each show, we feel that this is an appropriate amount of air time, because it isn't to excessive nor is it not enough. "'It's one thing to capture someone's attention, but another thing to hold them for three minutes,' Smith said." We don't want our customers to become annoyed of the commercial so much that they will just change the channel and never experience the message that we are trying to get across. "That is why it is critical to understand how a strategy and idea can work across media and how to start a conversation with people. To simply place an ad conceived for print in mobile media is not enough. One must understand what each medium can do and do well and what people want on that platform or device."

Advertising Concept:

To continue with assisting with our customers guilt-free purchase we want to show her that this jacket doesn't just have to be a "one time wear" type of garment. "Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace." Many people, when they are shopping they will find this shirt, dress, jacket, etc., that they really like but what instantly goes through her head is "what can I wear with this?" "will it go with anything in my closet?" "Will I actually wear it, or will it just sit in my closet?" Come on ladies you know what I'm talking about...

"The brand idea is based on an insight into the audience that makes the brand relevant to them. It must exemplify something—tangible or intangible—that people find compellingly relevant to their lives." The concept of this commercial is to show our customers all the different ways and times of day that this jacket can be wore, it just helps her see that "Hey this jacket is worth buying because I can get a ton of use out of it!""...Ads that make people watch and then act..." This commercial will start off during a cold fall day in the city, our stylish girl she doesn't let the cold weather effect what she wants to wear nor does it effect her mood. She goes out and meets her friends for lunch and then goes and gets a cup of coffee. She's having an amazing day, having fun, feeling warm and cozy, and of course feeling confident. She is on her way home, she's crossing the street and accidentally bumps into some guy. She doesn't really pay attention or even looks back to see who she bumped into. She just keeps walking and yells "SORRY!" Next the sun is setting and she is getting ready to go out with her friends and have some fun adventures around the city. She has no cares in the world, she is feeling so confident and so spontaneous. She has no thoughts about tomorrow, her mind is in the now. She's living it up with the people she trusts the most and no one else can stop her.

Another approach that would probably be great is to create a spread in a magazine. This spread will be similar to that of the commercial concept.We will have 3 pages; page 1 will show our girl wearing the jacket going to meet her friends to have lunch, page 2, our girl will be crossing the street and accidentally bumps into a guy, and the 3rd page will be of her all dressed up having fun with her friends  having a girls night around the city. This spread would be in magazines such as Vogue, Harper's Bazzar, Miss Vogue, and Elle. These magazines target that trendy sophisticated women that we are looking to connect with and assist in a guilt free shopping experience. 

Citations:

Landa, R. (2010). Advertising by Design: Generating and Designing Creative Ideas Across Media. Wiley. Page 49, 50, 108