Promotional Communication analysis

2928 Words6 Pages
bulb-icon

Recommended: Fashion branding midterm

Promotional Strategy

Promotional Communication Analysis

Company name: Windsor Smith

Contents Page

Introduction¡K¡K¡K¡K¡K¡K¡K¡K¡K. Page 3

Marketing Strategy¡K¡K¡K¡K¡K¡K¡K¡K.Page 4

The Target Market & Consumer Behaviour¡K¡K¡K¡K.Page 5

The Communication Process¡K¡K¡K¡K¡K¡K.Page 6

Evaluating Windsor Smith¡K¡K¡K¡K¡K¡K..Page 12

Conclusion¡K¡K¡K¡K¡K¡K¡K..¡K..¡KPage 15

References¡K¡K¡K¡K¡K¡K¡K..¡K¡K.Page 16

Introduction________________________________________________

The magazine advertisement chosen for this assignment was selected from FHM June 2004 edition. FHM is predominately a male magazine being the biggest selling men¡¦s magazine in Australia and New Zealand. The chosen advertisement is a Windsor Smith advert on page 73 of FHM, a little bit less then halve way through the magazine and positioned between some of the hottest articles in the magazine.

Analysis of this advertisement suggests the Windsor Smith advertisement is positioned at male metro sexual readers, wanting to purchase exceptionally fashionable shoes for themselves.

Marketing Strategy__________________________________________

Opportunity Analysis

¡¥Marketing opportunities are areas where there are favorable demand trends, where the company believes customer needs and opportunities are not being satisfied, and where it can complete effectively.¡¦ (Belch & Belch 2001, p.40)

Windsor Smith has effectively seen the opportunity of marketing to the new breed of Aussie males, the ¡¥metro-sexual-man¡¦ 60 minute reporter Charles Wooley, describes this new male breed as ¡¥Like Sex and the City, only for blokes, they are into makeovers, make-up and moisturisers. They know everything there is to know about shirts and shoes ¡X and they¡¦re straight.¡¦ FHM describes the ¡¥metro-sexual-man¡¦ in his mid-to late twenties, intelligent and in a professional position, he knows all the latest brands and trends, he can chose a shiraz with his risotto and tie a perfect Windsor.

Competitive Analysis

¡§Competitive Analysis is something special a firm does or has that gives it an edge over competitors¡¨ (Belch & Belch, p.41)

Other advertisement in the same edition of FHM includes a Julius Marlow, advertising stylish male shoes. It is not known if the marketers of Windsor Smith were aware that the Julius Marlow advertisement was to be placed in the same issue. The Julius Marlow advertisement is on a double page spread on the nineteenth page of FHM. It is informing the reader that Julius Marlow shoes, not only make the pricey male dress shoes that they are well known for. But also now make fashionable shoes similar to the shoes advertised in the Windsor Smith advertisement, similar in style and price.

The Target Market and Consumer Behaviour____________________

¡¥Target marketing is the process of identifying the specific needs of segments, selecting one or more of these segments as a target and developing marketing programs directed to each.¡¦ (Belch & Belch 2001)

Show More
Related

  • Rhetorical Analysis Of Hanes Her Way '

    476 Words  | 1 Pages

    By describing the commercial in detail, and backing up her statements with evidence, Gray states that this commercial depicts the fantasy of women well enough to make them want to buy the product. The purpose of this article is to analyze a commercial and to inform about how that commercial was effective. Gray states that the audience of the Hanes underwear commercial is middle-class women, aged 12 and up. I think that the audience of Gray’s essay is also the same, because if men are not particularly interested at a

    Read More

  • Khakis Tell Quite the Story

    825 Words  | 2 Pages

    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).

    Read More

  • The Yuppies

    1504 Words  | 4 Pages

    ..., the E*TRADE ad shows how advertisers present a typical cliché like Yuppie, yet make it less overt to make the product relevant to all groups.

    Read More

  • An In-Depth Analysis of Milton Bradley's Literature

    946 Words  | 2 Pages

    While it can be said with relative certainty that not all men in the 1960s were male-chauvinists, Milton Bradley designed an artistic cover for their board game which suited what they saw as the social norms of the time. In an attempt to market to the masses, they employed subtle advertising tactics meant to subconsciously gain approval from the greatest number of potential buyers: white, middle-class males. Even though this image does not necessarily reflect how the designers and marketing experts at Milton Bradley felt about women, it does reflect their feelings regarding the buyers themselves.

    Read More

  • The Impact Of Sexualization And Objectification Of Women

    1447 Words  | 3 Pages

    Steele’s Constructing Sex, the Sexual, and the Erotic- 'Doing It’: The Social Construction of S-E-X, which covers the social construction and perception of sex, sexuality, pleasure, and gender. In the text Steele mentions that very often in this society, penial penetration and male pleasure and climax are commonly seen as indicator of having had sex (Steele). The focus on male pleasure above females is not only relevant to the physical act of sex, but also the perception of gender and the way media targets their audience. More often than not, the typical objects of male pleasure (females) are taken and added into media and advertising to appeal to male pleasure even in ads that the products are targeted away from men. For example, underwear made for females often features an ‘attractive’ female seductively showing off the garments, effective for targeting straight males. Even in commercials for products for either gender like burgers or sunscreen, still use an objectified women as their selling point. Another point that Steele looks at in the text is the idea of consent, Steele states that “The dangers inherent in contemporary constructions of S-E-X… is about the pleasure of the actor” which can cause the dismissal of the object of desire as irrelevant (Steele). This idea of the focus being solely on the actor is problematic as it can easily perpetuate rape culture, and is a large part of the RadioShack ad.

    Read More

  • Societal Concept Of Masculinity

    1550 Words  | 4 Pages

    It compares and contrasts the “physical view on masculinity” as it has changed over the centuries in relation to society’s views on it. In her article, Bordo explains, “Attention to beauty was associated not with femininity but with a life that was both privileged and governed by exacting standards… By the end of the nineteenth century, older notions of manliness premised on altruism, self-restraint, and moral integrity – qualities that women could have too – began to be understood as vaguely ‘feminine’… ‘Homosexual’ came to be classified as a perverse personality type which the normal, heterosexual male have to prove himself distinct from.” (402) Bordo goes on to explain how in the twentieth century the homosexual community has greatly influenced social discourse through developing the way models pose. In turn, this discourse has shaped the way male bodies are portrayed both in advertisements and within our culture, and broken the idea that all male bodies need to be portrayed in a strong and masculine fashion. In her article, Bordo uses a surfeit of anecdotes to typify pathos, several accounts of logos, and ethos to show the adaption that has taken place in the masculine advertising

    Read More

  • Analysis of Susan Bordo´s Beauty (Re)discovers the Male Body

    1623 Words  | 4 Pages

    In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.

    Read More

  • Advertising Analysis

    1327 Words  | 3 Pages

    This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.

    Read More

  • Sex Sells in Advertisement

    1447 Words  | 3 Pages

    In 1972, Stephen Marks set out to change the fashion landscape in the United Kingdom when he founded French Connection. The company chiefly distributes its clothing through its own stores, however many other shops and department stores, such as Macy’s, Bloomingdales, and Nordstrom carry its products as well. In 1997, French Connection began labeling its clothes with the letters, FCUK, claiming that it was an acronym for French Connection United Kingdom. Using such slogans as “hot as fcuk” and “lucky fcuk,” French Connection became visible on store fronts, product labels, magazines, and billboards. In 2003, French Connection launched a new print and promotional advertisement campaign entitled “Scent to Bed”. This new and even more provocative advertising campaign would introduce the company’s main target, young adults, to two new fragrances, FCUK Him and FCUK Her. Using an offensive and eye-opening naming strategy, the company attracted many opponents who claimed the ads were encouraging young adolescents to have sex. These claims were partly legitimized when the company continued to run the same sexually suggestive advertisement in publications such as, Cosmopolitan, Seventeen, and Teen People, whose primary reader base consists of girls in their early and middle teenage years. Even though the company claimed that the target market for their new product were men and women consisting of the ages 18-25 years old, it became apparent that it was influencing much younger individuals. French Connection employs sexual and considerably irreverent images and language in their advertisement to draw its customers to its new fragrance.

    Read More

  • Market Segmentation Of Airline Industry

    718 Words  | 2 Pages

    Market segmentation means dividing the market into distinct groups that have common needs and will respond similarly to marketing action. Each segment must be unique, have common needs, and respond in a similar manner to marketing efforts. Target market is the group of potential customer that has been selected by business to focus its marketing efforts towards. This is the group the business wants to sell its products/services to. Positioning refers to the image created in the minds of customer of its product or brand. It is a perception created in the minds of the consumer relative to that of its competitors.

    Read More

  • The Evolution of Advertising

    1076 Words  | 3 Pages

    “How Advertising Has Changed Over The Years.” Locker Gnome, Bradley Bradwell. 6 January 2008. Web. 4 October 2009.

    Read More

  • Fragrance Advertising Essay

    1049 Words  | 3 Pages

    The absence of clothing has become omnipresent in today’s advertising. Some ads focus on the removal of clothing, while others focus on no clothing at all. This idea is ever-present in fragrance advertising, as it forces the viewer to focus on the product over the appearance of one’s clothing. The absence of clothing creates a very specific mood for the ad: sex. The ad is able to portray a meaning that is not even included in the ad just by removing pieces of clothing. Fragrance advertising, such as Gucci Guilty, uses sex as a tool to sell a product without knowing anything about it.

    Read More

  • Marketing Planning

    1984 Words  | 4 Pages

    As shown in Figure 1 there are many different definitions for Marketing. The key is that they all share a common theme, marketing is: “Meeting the needs and wants and providing benefits for customers.”

    Read More

  • Louis Vuitton, Coach, And Dior's Advertising: An Analysis Of Designer Handbags

    1223 Words  | 3 Pages

    Louis Vuitton, Coach, and Dior’s advertisements portray a picturesque scene consisting of simple, yet elegant, details (Coach; Dior; Louis Vuitton). Each ad displays similarly styled handbags with clean lines and only two handles, indicating each company’s desire to keep purses feminine and traditional. The handbags presented are similar to the more traditional style used in the early 20th century, perhaps to invoke a sense of timelessness and luxury. While each handbag advertised consists of differing aspects, it is evident Louis Vuitton, Coach, and Dior are

    Read More

  • Marketing Assignment: Charles & Keith Footwear

    1061 Words  | 3 Pages

    From selling purely ladies’ footwear, Charles and Keith expanded their range of products to include ladies’ bags and accessories in order to cater different demands of the customers. Charles and Keith owns a team of designers that come out with new products regularly and the company has their own R&D team frequently travels to fashion cities to get in touch with the latest design and trend (Singapore Press Holdings, 2009).

    Read More

More about Promotional Communication analysis

Open Document