Pick a brand and gather all its marketing communications materials. How effectively have they mixed and matched the marketing communications? Have they capitalized on the strengths of different media and compensated for their weaknesses at the same time? How explicitly have they integrated their communication program? Are there examples of image transfer, synergy creation, or other forms of media integration? The brand has mixed and matched the marketing communications very well; the brand has employed multiple communications to achieve its goals. In fact, all advertises relationships, love, and sex appeal, are the three keys of the brand1. TV ads target a broad spectrum of consumers and uses sight, sound, and motion2. So it allows Victoria's Secret to demonstrate product attributes and benefits. Website is also a media that attract new consumers, it has to be engaging and a top designer said that it is important for users to feel as if they have just entered a new, cohesive world2. After that, billboards and posters notice and remember simple messages.
[...] Finally, catalogues with beautiful pictures of supermodels wearing Victoria's Secret products and In-store TV with ads with supermodels are also here to emphasize the brand image. - Secure the loyalty of the consumers: Emails are here to remind the actual customers that there are other products at Victoria's Secret store they have to buy. Moreover, the company often offers point of purchase, loyalty refunds and bonus packs, so customers might continue to buy in Victoria's Secret stores because they are doing big deals there. [...]
[...] a media that attract new consumers, it has to be engaging and a top designer said that it is important for users to feel as if they have just entered a new, cohesive world2. After that, billboards and posters notice and remember simple messages. As a result, they're used to remind consumers about the brand. Product placement is also a way to attract new consumers. In fact, people see the brand in movies or in televisions and want to refer to it in doing the same things they see. [...]
[...] Victoria's Secret uses it to communicate on special events. Magazine ads are also here to inform consumers: advertisements communicate on new products. The company has also a website which informs about all actuality of the brand. The website allows people, customers or not, to give their email addresses in order to be inform by email about its actuality. Billboards and posters can also inform about a new product, a new collection or an event. Point of purchase and catalogues let customers know about the range of products that the brand offers. [...]
[...] As Victoria's Secret uses all sorts of Medias to communicate, its Integrated Marketing Communication is very well structured. In fact, television, sponsorship and interactive advertisement is high for coverage, contribution is in all sort of medias, commonality is high on television and interactive advertisements, versatility is high on interactive advertisements, and cost is high in every media2. Let us now analyze the strengths and the weaknesses of Medias that Victoria's Secret uses: Medias Strengths Weaknesses Television An effective means of vividly Consumers can overlook demonstrating product product-related messages explaining their corresponding The large number of ads It is a compelling means for material on television dramatically portraying user creates clutter that and usage imagery, brand makes it easy for personality, and other brand consumers to ignore or Print Magazines are particularly Poor reproduction quality effective at building user and and short shelf life can Magazines are highly engaging possible impact of Very targeted for people reading the magazine Direct Effectiveness can be measures Sometimes criticized for Response directly by comparing generating unwanted purchasing behavior of solicitations (Junk Mail Direct contact with the legitimate Direct Consumers receive commercial offer methods by which messages which have been individuals can request. [...]
Online readingwith our online reader
Content validatedby our reading committee