Victoria Secret Communication Strategy

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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 night the show is taped and the day after its broadcast. We’re talking tens of millions of dollars here, at least” (Raven). 2. Television Advertisements with aggressive messages

Victoria’s Secret’s marketing strategy features several television advertisements, promoting new product lines or special occasions throughout the year such as Christmas or Valentine’s Day. A high consistency of the advertisements and high familiarity of the ad-structure makes it easily recognizable for consumers to distinguish VS’s commercial from other labels: each commercial features several Victoria’s Secret Angels and a large display of various styles and shapes of their lingerie for different tastes. Further, it always features the brand name and a reminder of other company-linked mediums such as the stores, the catalogue and the online store. The models are always presented in action and wearing only lingerie to grab the viewer’s immediate attention. The rather fast-moving scenery, exactly displays the attributes consistent to VS’s brand image and the hedonic user imagery: especially the “It’s Showtime” (http://www.youtube.com/watch?v=g8hCGq7oZds&feature=fvwp&NR=1)commercial designed my Michael Bay (Independence Day, etc.) gives the advertisement a feeling of adventurousness, mystery, and the lingerie-displaying models a sense of being untouchable, sexy, powerful, desirable, irresistible, playful. This image is consistent throughout the advertisements and commercials “helps the [consumer] know what to expect and the variety keeps them coming back” (Raven). The verbal message – if present – comprises a very strong invitation or almost obligation to buy, conveying VS products to be the perfect choice of present for each occasion, such as stated in the “Tell me you love me” (http://www.youtube.com/watch?NR=1&feature=endscreen&v=8Ev5TyHYSfY) commercial: Seducing women whisper to the viewer to tell them “you love me”, reinforcing this wish with the...
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