In order to develop effective advertising campaigns, retail companies must know their customers.
Describe the advertising campaigns of three large retailers: Lord & Taylor, Abercrombie & Fitch, and Sears/Kmart.
Compare and contrast the companies' advertising campaigns based on the following aspects:
Target market of each retailer
Examples for media types retailers use to reach these target markets
Compared and contrasted the advertising campaigns of the three retailers.
Gave examples of media buys used by the three retailers.
Justified ideas and responses by using appropriate examples and references from texts, articles, Web sites, and other references or personal experience.
Used correct grammar, usage, and spelling.
Lord & Taylor, an upscale specialty department store, has been searching for an advertising campaign to match its' high fashion identity for several years. In 2007 they began a rebranding campaign featuring top celebrity models crafted by a top ad guru (David Lipman) and featured in Vogue, W, Vanity Fair, Town & Country, and In Style in addition to newspapers and on billboards (http://fashiontribes.typepad.com/main/2007/08/lord-taylor-kic.html). In 2008 the company went back to its' traditional campaign with its' iconic Rose re-colored (http://www.tribbleagency.com/?p=962). More recently the company has focused on an "OH MY" campaign to add glamour and sexiness to the stores' advertisements (http://intheknow.lordandtaylor.com/tag/advertising/). The advertisements are a bit edgy, appealing to fashionists in search of trends with a sense of daring and humor. Less than a week after the Royal Wedding they are already advertising a similar wedding dress as Kate Middleton wore on their Facebook page (http://www.facebook.com/lordandtaylor). Lord & Taylor customers are interested in the new, the fashionable, and the topical.
Here is a link that shows how Lord & Taylor is working on targeting particular customers for their online stores (http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116764). Lord & Taylor target market is the style maven, based on their advertisements. But visit their stores or their website and you will see that price ...
THis very detailed solution compares the advertising campaigns of Lord & Taylor, Abercrombie & Fitch, Sears/KMart. The solution compares/contrasts the companies' advertising campaigns based on target market, and gives examples of media types each retailer uses. It includes links and examples.