Anonymous (2011), Old Navy Campaign Targets Men. Advertising Age June 18.
Imagine you have been hired as a consultant to the VP of marketing for Old Navy. The VP wants to get an objecdtive opinion from someone outside the company who is familiar with current marketing basics.
(1) 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. What assumptions did they make about the viewing habits of their target market? Do you believe their
assumptions have a basis in reality? What could they have done differently and why?
Don’t spend a lot of time digging in the company website. Focus on the background readings. There are no right answers; after all, we 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.
Don’t just rehash what the company did. Introduce a critical perspective.
(2) Add a paragraph or two stating why you would NOT use a particular strategy and Why
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