Hanes Case Study
Hanes case study: IMC
Q1. What IMC objectives are important to Kelsey?
Integrated Marketing Communications is defined as “a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation” (Lake 2011). This is critical for Hanes, given that Hanes occupies the frequently dangerous mid-market area of the undergarment market. It is not a high-end retailer that sells clothing primarily upon its image, such as Calvin Klein but there are also cheaper no-brand alternatives competing for consumer attention in drug stores and discount stores. An integrated image for Hanes is demanded which conveys what is uniquely beneficial about the product. The image cannot be too ‘high end’ which would suggest it is copying Calvin Klein, but an IMC strategy must distinguish Hanes as a company that provides quality as well as value. IMC is founded upon the principle that “the most important element remains that customers want and expect a consistent experience across all of their touch points with companies and products” (Wilms 2012: 2).
Q2. What types of message evaluation techniques should Hanes and the advertising agency use when developing the next set of commercials for television and print (magazines)?
Evaluative techniques tend to fall under two categories—that of quantitative evaluations and qualitative evaluations (Weinreich 2012). Data-driven quantitative analysis in the form of surveys can be useful, because of their ability to gain information about a wide range of users that can be compared (such as the perceptions of men living in different regions and with different income levels). However, qualitative evaluations such as focus groups can be important because they can yield more detailed results and unexpected insights. But they require more resources to conduct, and are less comprehensive
Q1. What IMC objectives are important to Kelsey?
Integrated Marketing Communications is defined as “a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation” (Lake 2011). This is critical for Hanes, given that Hanes occupies the frequently dangerous mid-market area of the undergarment market. It is not a high-end retailer that sells clothing primarily upon its image, such as Calvin Klein but there are also cheaper no-brand alternatives competing for consumer attention in drug stores and discount stores. An integrated image for Hanes is demanded which conveys what is uniquely beneficial about the product. The image cannot be too ‘high end’ which would suggest it is copying Calvin Klein, but an IMC strategy must distinguish Hanes as a company that provides quality as well as value. IMC is founded upon the principle that “the most important element remains that customers want and expect a consistent experience across all of their touch points with companies and products” (Wilms 2012: 2).
Q2. What types of message evaluation techniques should Hanes and the advertising agency use when developing the next set of commercials for television and print (magazines)?
Evaluative techniques tend to fall under two categories—that of quantitative evaluations and qualitative evaluations (Weinreich 2012). Data-driven quantitative analysis in the form of surveys can be useful, because of their ability to gain information about a wide range of users that can be compared (such as the perceptions of men living in different regions and with different income levels). However, qualitative evaluations such as focus groups can be important because they can yield more detailed results and unexpected insights. But they require more resources to conduct, and are less comprehensive
References: Chapter 15: Evaluating an IMC program. (2012). PowerPoint. Retrieved: www.cob.sjsu.edu/vitale_r/clow_imc5_Ch_15RPV.pptx Hanes asks guys to change their underwear. (2007). Promo. Retrieved: http://chiefmarketer.com/eventmarketing/hanes_guys_change_underwear_072707 Lake, Laura. (2012). IMC. About.com. Retrieved: http://marketing.about.com/od/marketingglossary/g/imcdef.htm Weinreich, Nedra Kline. (2012). Integrating quantitative and qualitative methods in social marketing research