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  1. Introduction
  2. Overview of the Gap Company and brand
  3. Gap's competitors
  4. Presentation of the research
    1. Step one: Building hypothesis
    2. Step two: Verifying and quantifying our hypothesis
    3. Segments in the target market
    4. The customer's profile: our theory of consumer behavior
  5. The strategy
    1. Target and objectives
    2. Campaign theme
  6. Achievement of goals
    1. Media used
    2. Budget
  7. Creations
    1. Appeals
    2. Styles of execution
  8. Appendix
  9. Bibliography

We decided to create an IMC campaign for Gap because it is a very large and well-known retailer that has not been successful in capturing the college market in the last few years. Gap strives for mass appeal with its designs but the brand style that resulted from a new team of lead designers turned a lot of customers away from Gap's previously fashionable basics. Lately, Gap's profits have been increasing with the introduction of some newer trendy pieces but we believe that they have the potential to do much better. Most of the clothing sold in Gap stores has been described as business casual, but Gap identified their target market as 18-24 year-olds, or the college market. However, when we surveyed college students, they guessed the target market to be slightly older working professionals. Additionally, from our initial research, every person surveyed had shopped at Gap before and was aware of the brand but they did not find the ads convincing.

[...] our initial research, every person surveyed had shopped at Gap before and was aware of the brand but they did not find the ads convincing. Based on these two inconsistencies in Gap's mission and our research results, we realized that Gap is facing some very real problems that can be addressed with IMC Overview of the Gap company and brand 3. History: Founded in 1969 by Donald Fisher, The Gap was to be Mr. Fisher's solution to the problem of a lack of customer service and fashionable styles present in department stores of the era. [...]

[...] Need to hire a photograph and a designer to make the poster Paying for the Billboards for 2 months: low cost 15 000$ as those locations are not so expensive as other possible locations in LA like Sunset Boulevard for instance Paying for the banners on Face book and My space 5 000$ for 2 months Cost of the prizes of the online contest: low cost 1000$ as prize#1 doesn't actually cost anything Organizing the on campus stands and sales during 25 000$ one week Coupons : we plan to give coupons to 2000 female 10 000$ students at USC), and each of them costs Gap Putting ads in the Daily Trojan during two months 2 000$ Putting ads on Trojan radio and TV during 1 months 7 000$ before the on campus sale TOTAL 75 000$ V. [...]

[...] Additionally, the ads will be a tutorial for how to use Gap clothes to their full potential, which will appeal to price conscious nature of students. IV. How will we achieve our goals? 1. Media used The media we plan to use to reach our USC Browser target are: i. Outdoors - Posters everywhere on campus, and especially were female students tend to hang out (Lyon Center, Commons, Building halls, Cafés and shops) - Billboards on Figueroa, Vermont and Jefferson, during two months ii. [...]

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