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Contributors:Courtnay Perkins, Allen Brizee
Last Edited: 2011-05-17 05:29:24
TO: Kelly Anderson, Marketing Executive
FROM: Jonathon Fitzgerald, Market Research Assistant
DATE: June 14, 2007
SUBJECT: Fall Clothes Line Promotion
Market research and analysis show that the proposed
advertising media for the new fall lines need to be
reprioritized and changed. Findings from focus groups and
surveys have made it apparent that we need to update our
advertising efforts to align them with the styles and trends of
young adults today. No longer are young adults interested in
sitcoms as they watch reality televisions shows. Also, it is has
become increasingly important to use the internet as a tool to
communicate with our target audience to show our dominance
in the clothing industry.
Internet Advertising
XYZ Company needs to focus advertising on internet sites
that appeal to young people. According to surveys, 72% of
our target market uses the internet for five hours or more per
week. The following list shows in order of popularity the
most frequented sites:
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• Myspace
• EBay
• iTunes
Shifting our efforts from our other media sources such as
radio and magazine to these popular internet sites will more
effectively promote our product sales. Young adults are
spending more and more time on the internet downloading
music, communicating and researching for homework and
less and less time reading paper magazines and listening to
the radio. As the trend for cultural icons to go digital, so must
our marketing plans.
Television Advertising
It used to be common to advertise for our products on shows
like Friends and Seinfeld for our target audience, but even the
face of television is changing. Young adults are tuning into
reality television shows for their entertainment. Results from
the focus group show that our target audience is most
interested in shows like American Idol,The Apprentice, and
America's Next Top Model. The only non-reality television
show to be ranked in the top ten most commonly watched
shows by males and females 18-25 is Desperate Housewives.
At Blue Incorporated, we need to focus our advertising budget
on reality television shows and reduce the amount of
advertising spent on other programs.
By refocusing our advertising efforts of our new line of
clothing we will be able to maximize the exposure of our
product to our target market and therefore increase our sales.
Tapping into the trends of young adults will help us gain
market share and sales through effective advertising.
Attachments: Focus Group Results, January- May 2007;
Survey Findings, January - April 2007
This is a sample memo; facts and statistics used are
fictional.
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