Abigail Santy Rachel Content Page Page 1 Introduction Page 2 History of Calvin Klein Page 3 History of CK Underwear Page 4 Information on CK Underwear Page 5-6 Situational Analysis Page 7-9 Competitor’s analysis Page 10-11 Target Market Page 12-13 Analysis of Present Campaign Page 14-15 Strategy Brief Page 16-18 Creative Brief Page 19 Proposed Campaign Page 20 Media Plan Page 21-25 Campaign Ads Page 26 Unique Selling Preposition Page 27 Desired Consumer Response Page 28 Implementation & Evaluation
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A muscular man‚ with wash board abs and a strong jaw line modeling a pair of Calvin Klein underwear is an appealing advertisement‚ but so is a fit woman who is by no means flat-chested and is modeling a zebra print bra and panty set. The appeal all depends on the audience’s likes and dislikes. Because these two advertisements have different intended audiences‚ the Calvin Klein advertisement is set up differently in comparison to the Victoria Secret advertisement. The two advertisements are both comprised
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The Case started with the CKI‚ Calvin Klein brand‚ filing a lawsuit on May 30‚ 2000 against the Warnaco Group in their wrong doings in their license agreement. The suit was made because of the Warnaco Group breaching its jeanswear licensing and distribution contract‚ resulting in diluting the equity of CKI’s brand. Having caught hold to CKI’s allegations that didn’t represent Warnaco morals and company values‚ they soon filed a countersuit against CKI. The Warnaco company lawsuit denied all trademark
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young girl only wearing underwear (Kilbourne‚ 505). The young girl is pictured nearly naked. Fashion is a big influence on today’s society. They play a big role on influencing others what to wear and like. It’s sick to see that such a big name like Prada would even dare to put a young girl in their magazine in just plain underwear. It’s disturbing and disrespectful. The world should be showing‚ especially young girls‚ to respect themselves and value who they are. Calvin Klein also had a similar ad
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Deconstruction of an Advertisement Each day we are inundated with thousands of advertisements which contribute to shaping and defining our world views. As a capitalist society ads are crucial to attract the attention of the consumer. They are everywhere‚ whether it be a billboard‚ a commercial or a radio announcement‚ advertising reaches out and touches almost everyone living in our modern world. The effectiveness of an advertisement campaign has a huge influence on the purchaser. Ads are carefully
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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
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Super Bowl Ad Critique In the Calvin Klein ad‚ “Concept‚” we the viewers get to behold an oiled up and jacked Serbian dude‚ as he progresses though his daily morning routine: flexing‚ stretching‚ and‚ naturally‚ running sprints in his underwear. Despite the fact that this Ad eerily represents my exact morning routine‚ I liked it because it is a classic representation of semiotics and mythology. Filmed in a dramatic black and white filter‚ every muscle in his body is clearly defined and highlighted
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from http://www.cooltowear.com/2012/02/armani-exchange-springsummer-2012-ad-campaign/ Armani Exchange Brannon‚ A. Chirichella‚ B. Schaffer‚ C. Wittmer‚ J. (2010) Calvin Klein brand audit‚ final component Calvin Klein. Retrieved fromhttp://abbranno.weebly.com/uploads/6/2/5/2/6252494/calvin_klein_brand_audit.pdf Klein‚ C (2012) Calvin Klein History
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Gabrielle ‘Coco’ Chanel Fashion Designer Gabrielle "Coco" Chanel (1883-1971) was born in Saumur‚ Southern France. She began by designing hats‚ first in Paris in 1908‚ and later in Deauville. Her fashion boutiques (one in Paris and one in Deauville) opened simultaneously in 1914. She opened an haute couture salon in Biarritz in 1916‚ and in 1920 moved to Paris in the present quarters on rue Cambon. Ready-to-wear fashions were not introduced until 1978‚ after Coco’s death. Chanel is a member of
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Marketing analysis for Burberry Group Plc Burberry 1 Content 2 Introduction 3 Current market 4 About the company 4 PEST Analysis of the company 5 Analysis of the company 7 Products and portfolio analysis 7 Competitor Analysis 9 Consumers‚ segmentation‚ positioning 16 SWOT Analysis 18 Boston Matrix 19 New market to enter 20 Ansoff Matrix 21 Objectives 22 Key issue 22 Objective 22 Strategy 23 Marketing Mix 4P’s 23 Product 23 Price 25 Place 26 Promotion 27 Action Plan
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