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Old Navy and Humor

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What do you think of the creative strategy chosen for this campaign? What are the positives and negatives of content that relies on humor? Would you propose some modification to the concept chosen? What and why?

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Old Navy recently switched from consistently promoting their television advertising awareness to a more digital-based campaign which can potentially lead to capture the attention of a younger market. In fact, according to their older advertising agency, CP&B, the target market for many of their stores has been the 25-35 year old market, and the company has assumed that since that market is more prevalent in the utilization of internet and smart phone technology, that they will be able to capture more business from then via those distribution methods. This is a big gamble, because through the early 2000's, old Navy was extremely successful in their television marketing while offering a line of clothing that appealed to the markets they sought ...

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Can old navy increase sales by using humor in their online videos?

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Article Review: Marketing Consultant

After reviewing attached article:

Imagine you have been hired as a consultant to the VP of marketing for Old Navy. The VP wants to get an objective opinion from someone outside the company who is familiar with current marketing basics.

Write a short memo critically analyzing Old Navy's promotion strategy. In particular, note that the company has decided to use online video instead of television. What assumptions did they make about the viewing habits of their target market? Do you believe their assumptions have a basis in reality? What could they have done differently and why?

Discus why you would NOT use a particular strategy and Why.

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