Victoria Secret Communication Strategy
Task:
1) Pick a brand (consumer goods categories including services) and gather all its marketing communication materials, and evaluate how effectively the brand has mixed and matched marketing communications (see Chapter 6).
2) Based on your understanding of the role of social media and other new forms of marketing communications, develop an interative brand-consumer communication program or campaign (refer to Chapter 5, Chapter 6, and Chapter 7)
Length of the report (choose either Word or PPT format)
1. For Word format, no more than FIVE pages (1.5 spaced, 12 font size)
2. For PPT format, no more than 50 slides are expected (35 - 40 slides range would be better).
How well does a proposed ad campaign contribute to brand equity?
Introduction
Background
Communication Objectives
Designing Social Media Communication
- Target Customers
- Message Strategy
- Execution Elements
Evaluation and Control
Marketing Communications: everybody can be sexy; pictures say more than words
I. Media advertising
1. Television broadcast of the Victoria’s Secret Fashion Show
The possibly most outstanding, far-reaching marketing move is the annual Victoria’s Secret Fashion Show, being broadcasted on CBS during primetime with almost 10 million viewers in the year of 2012. The show is being used as a place to show-off for varying entertainers, designers and celebrities, having developed into an event with international relevance and recognition. The show and its execution stand for originality, excitement and extravagance, presented by the world’s top models, also known as the Victoria’s Secret Angels. In the center of attention is the strong dominance of the image Victoria’s Secret wants to convey and literally scream out to its audience: the incomparable sexiness, the overbearing powerfulness and the imperturbable supremacy of the brand itself and its wearer.
According to CMO Ed Razek of Limited Brands regarding the effect of the show, “online sales increase substantially both the
1) Pick a brand (consumer goods categories including services) and gather all its marketing communication materials, and evaluate how effectively the brand has mixed and matched marketing communications (see Chapter 6).
2) Based on your understanding of the role of social media and other new forms of marketing communications, develop an interative brand-consumer communication program or campaign (refer to Chapter 5, Chapter 6, and Chapter 7)
Length of the report (choose either Word or PPT format)
1. For Word format, no more than FIVE pages (1.5 spaced, 12 font size)
2. For PPT format, no more than 50 slides are expected (35 - 40 slides range would be better).
How well does a proposed ad campaign contribute to brand equity?
Introduction
Background
Communication Objectives
Designing Social Media Communication
- Target Customers
- Message Strategy
- Execution Elements
Evaluation and Control
Marketing Communications: everybody can be sexy; pictures say more than words
I. Media advertising
1. Television broadcast of the Victoria’s Secret Fashion Show
The possibly most outstanding, far-reaching marketing move is the annual Victoria’s Secret Fashion Show, being broadcasted on CBS during primetime with almost 10 million viewers in the year of 2012. The show is being used as a place to show-off for varying entertainers, designers and celebrities, having developed into an event with international relevance and recognition. The show and its execution stand for originality, excitement and extravagance, presented by the world’s top models, also known as the Victoria’s Secret Angels. In the center of attention is the strong dominance of the image Victoria’s Secret wants to convey and literally scream out to its audience: the incomparable sexiness, the overbearing powerfulness and the imperturbable supremacy of the brand itself and its wearer.
According to CMO Ed Razek of Limited Brands regarding the effect of the show, “online sales increase substantially both the