Read these articles related to Old Navy's recently launched mobile marketing
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
works better for millennials than TV (2012). Tech Journal (January 24). Accessed 5/5/12 at
Elliott, Stuart (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
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
Your job is to write a short memo ? 750-1000 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?
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