14 Aug Module 2 – Case PROMOTION MANAGEMENT & SWOT ANALYSIS Assignment Overview Read t

Module 2 – Case
PROMOTION MANAGEMENT
& SWOT ANALYSIS
Assignment Overview
Read these articles related to a mobile
marketing campaign by Old Navy:
Behind the campaign: Old Navy goes after men
in new ad push (2011, June 18). Advertising Age. Retrieved
from.com/article/news/navy-targets-campaign-men/228051/”>http://adage.com/article/news/navy-targets-campaign-men/228051/
Compare this mobile marketing campaign to its
predecessor, which also led to the departure of Old Navy’s marketing director:
Crang, D. (2012)..comscore.com/content/download/12507/258641/file/Next-Generation+Strategies+for+Advertising+to+Millennials.pdf”>Next generation
strategies for advertising to millennials. comScore, Inc.
Elliott, S. (2011, February 17). Old Navy
replaces mannequins with music. New York Times.Retrieved from.blogs.nytimes.com/2011/02/17/old-navy-replaces-mannequins-with-music/?_php=true&_type=blogs&_r=0″>http://mediadecoder.blogs.nytimes.com/2011/02/17/old-navy-replaces-mannequins-with-music/?_php=true&_type=blogs&_r=0
Tansley, I. (2013). 8 reasons why men are
trading in-person shopping for online retail. Forbes. Retrieved from.forbes.com/sites/iantansley/2013/10/24/8-reasons-why-men-are-trading-in-in-person-shopping-for-online-retail/”>http://www.forbes.com/sites/iantansley/2013/10/24/8-reasons-why-men-are-trading-in-in-person-shopping-for-online-retail/

Smith, C. (2015). The surprising facts about who shops online and on mobile.
Business Insider. Retrieved from.businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6″>http://www.businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6

Kaplan, M. (2011). Behavioral differences between men and women influence
shopping. Retrieved from.practicalecommerce.com/articles/3222-Behavioral-Differences-Between-Men-and-Women-Influence-Shopping”>http://www.practicalecommerce.com/articles/3222-Behavioral-Differences-Between-Men-and-Women-Influence-Shopping
Case Assignment
Imagine you have been hired as a consultant to
the VP of marketing for Old Navy, a subsidiary of Gap Inc. The VP wants to get
an objective opinion from someone outside the company who is familiar with
current marketing basics.
Your job is to write a short memo of 750-1500
words critically analyzing Old Navy’s promotion strategy. In particular, note
that the company has decided to use online video instead of television. Make
sure to address the following issues:
1.
Evaluate
the choice of young adult males as a target for an Old Navy promotion.
2.
In
choosing mobile media for this campaign, what assumptions were made about the
viewing habits of this target? Do you believe these assumptions are valid? What
would you recommend regarding this choice?
3.
What
do you think of the creative strategy chosen for this campaign? With the
increasing popularity of social media, what would you recommend to Old
Navy regarding its online promotion strategy? Explain why.
Do not spend a lot of time digging in the
companys website and do not just rehash what the company did; instead,
introduce a critical perspective. Focus on the Case and Background reading as
well as relevant background reading from Modules 1 and 2. There are no right
answers; after all, you do not have inside information. You will be evaluated
on your understanding of the background materials and your logic and reasoning.
In particular, show your understanding of the way a change in target market
affects the company’s promotion strategy. Also, give some thought as to how
this campaign meshes with other elements of Old Navy’s marketing program, for
example, merchandising (product management), store environment, and pricing,
and where this all fits in GAP’s brand portfolio.
Assignment Expectations Regarding Your References and Defense of
Your Positions
Write clearly, simply, and logically. Your
memo should be 750-1500 words long, excluding title pages and references, but
quality of writing is more important than length. Check the following link for
business memo format:.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf”>http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.
Back up your positions or opinions with
references to the required reading found in the Module 1-3 Backgrounds and
Ongoing Useful Resources. In using those references, demonstrate your
understanding of the concepts presented. Rather than grading on how much
information you find, emphasis will be on the defense of the positions you take
on the issues. Also remember that:
1.
The “why” is
more important than the “what.”
2.
The defense of
your positions on the issues is more important than the positions you take.
Do not repeat or quote definitions. Your use
of the required reading to support your opinions (that is, contentions or
positions) should demonstrate that you understand the concepts presented. Do
not include definitions or summaries of the readings, or simply describe what
the company did. Instead, your responses to the questions should be analytical
and should demonstrate that (a) you understand the principles from the
background reading and (b) you can apply them to this particular case. Vague,
general answers will not earn a good grade.
Avoid redundancy and general statements such
as “All organizations exist to make a profit.” Make every sentence
count.
Paraphrase the facts using your own words and
ideas, employing quotes sparingly. Quotes, if absolutely necessary, should
rarely exceed five words.
When writing an academically oriented paper,
you will uncover many facts about the product. If you paraphrase the facts,
cite the sources in your text and link those citations to references at the end
of the paper.
Here are some guidelines on how to conduct
information search and build critical thinking skills.
Emerald Group Publishing. (n.d.). Searching
for Information. Retrieved from.emeraldinsight.com/learning/study_skills/skills/searching.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/searching.htm
Emerald Group Publishing. (n.d.). Developing
Critical Thinking. Retrieved from.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm
Guidelines for handling quoted and paraphrased
material are found at:
Purdue Online Writing Lab. (n.d.). Academic Writing.
Retrieved from.english.purdue.edu/owl/section/1/2/”>https://owl.english.purdue.edu/owl/section/1/2/
Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and
Summarizing. Retrieved from.english.purdue.edu/owl/resource/563/1/”>https://owl.english.purdue.edu/owl/resource/563/1/
Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism.
Retrieved from.english.purdue.edu/owl/resource/589/1/”>http://owl.english.purdue.edu/owl/resource/589/1/
Your paper consists of arguments in favor of
your opinions or positions on the issues addressed by the guidelines;
therefore, avoid the following logical fallacies:
Purdue Online Writing Lab. (n.d.). Logic in Argumentative
Writing. Retrieved from
.english.purdue.edu/owl/resource/659/03/”>http://owl.english.purdue.edu/owl/resource/659/03/

Module 2 – CasePROMOTION MANAGEMENT
& SWOT ANALYSISAssignment OverviewRead these articles related to a mobile
marketing campaign by Old Navy:Behind the campaign: Old Navy goes after men
in new ad push (2011, June 18). Advertising Age. Retrieved
from.com/article/news/navy-targets-campaign-men/228051/”>http://adage.com/article/news/navy-targets-campaign-men/228051/Compare this mobile marketing campaign to its
predecessor, which also led to the departure of Old Navy’s marketing director:Crang, D. (2012)..comscore.com/content/download/12507/258641/file/Next-Generation+Strategies+for+Advertising+to+Millennials.pdf”>Next generation
strategies for advertising to millennials. comScore, Inc.Elliott, S. (2011, February 17). Old Navy
replaces mannequins with music. New York Times.Retrieved from.blogs.nytimes.com/2011/02/17/old-navy-replaces-mannequins-with-music/?_php=true&_type=blogs&_r=0″>http://mediadecoder.blogs.nytimes.com/2011/02/17/old-navy-replaces-mannequins-with-music/?_php=true&_type=blogs&_r=0Tansley, I. (2013). 8 reasons why men are
trading in-person shopping for online retail. Forbes. Retrieved from.forbes.com/sites/iantansley/2013/10/24/8-reasons-why-men-are-trading-in-in-person-shopping-for-online-retail/”>http://www.forbes.com/sites/iantansley/2013/10/24/8-reasons-why-men-are-trading-in-in-person-shopping-for-online-retail/

Smith, C. (2015). The surprising facts about who shops online and on mobile.
Business Insider. Retrieved from.businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6″>http://www.businessinsider.com/the-surprising-demographics-of-who-shops-online-and-on-mobile-2014-6

Kaplan, M. (2011). Behavioral differences between men and women influence
shopping. Retrieved from.practicalecommerce.com/articles/3222-Behavioral-Differences-Between-Men-and-Women-Influence-Shopping”>http://www.practicalecommerce.com/articles/3222-Behavioral-Differences-Between-Men-and-Women-Influence-ShoppingCase AssignmentImagine you have been hired as a consultant to
the VP of marketing for Old Navy, a subsidiary of Gap Inc. The VP wants to get
an objective opinion from someone outside the company who is familiar with
current marketing basics.Your job is to write a short memo of 750-1500
words critically analyzing Old Navy’s promotion strategy. In particular, note
that the company has decided to use online video instead of television. Make
sure to address the following issues:1.
Evaluate
the choice of young adult males as a target for an Old Navy promotion.2.
In
choosing mobile media for this campaign, what assumptions were made about the
viewing habits of this target? Do you believe these assumptions are valid? What
would you recommend regarding this choice?3.
What
do you think of the creative strategy chosen for this campaign? With the
increasing popularity of social media, what would you recommend to Old
Navy regarding its online promotion strategy? Explain why.Do not spend a lot of time digging in the
companys website and do not just rehash what the company did; instead,
introduce a critical perspective. Focus on the Case and Background reading as
well as relevant background reading from Modules 1 and 2. There are no right
answers; after all, you do not have inside information. You will be evaluated
on your understanding of the background materials and your logic and reasoning.
In particular, show your understanding of the way a change in target market
affects the company’s promotion strategy. Also, give some thought as to how
this campaign meshes with other elements of Old Navy’s marketing program, for
example, merchandising (product management), store environment, and pricing,
and where this all fits in GAP’s brand portfolio.Assignment Expectations Regarding Your References and Defense of
Your PositionsWrite clearly, simply, and logically. Your
memo should be 750-1500 words long, excluding title pages and references, but
quality of writing is more important than length. Check the following link for
business memo format:.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf”>http://www.fsb.muohio.edu/heitgedl/Memo%20writing%20tips%20ACC333%20SP06.pdf.Back up your positions or opinions with
references to the required reading found in the Module 1-3 Backgrounds and
Ongoing Useful Resources. In using those references, demonstrate your
understanding of the concepts presented. Rather than grading on how much
information you find, emphasis will be on the defense of the positions you take
on the issues. Also remember that:1.
The “why” is
more important than the “what.”2.
The defense of
your positions on the issues is more important than the positions you take.Do not repeat or quote definitions. Your use
of the required reading to support your opinions (that is, contentions or
positions) should demonstrate that you understand the concepts presented. Do
not include definitions or summaries of the readings, or simply describe what
the company did. Instead, your responses to the questions should be analytical
and should demonstrate that (a) you understand the principles from the
background reading and (b) you can apply them to this particular case. Vague,
general answers will not earn a good grade.Avoid redundancy and general statements such
as “All organizations exist to make a profit.” Make every sentence
count.Paraphrase the facts using your own words and
ideas, employing quotes sparingly. Quotes, if absolutely necessary, should
rarely exceed five words.When writing an academically oriented paper,
you will uncover many facts about the product. If you paraphrase the facts,
cite the sources in your text and link those citations to references at the end
of the paper.Here are some guidelines on how to conduct
information search and build critical thinking skills.Emerald Group Publishing. (n.d.). Searching
for Information. Retrieved from.emeraldinsight.com/learning/study_skills/skills/searching.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/searching.htmEmerald Group Publishing. (n.d.). Developing
Critical Thinking. Retrieved from.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htm”>http://www.emeraldinsight.com/learning/study_skills/skills/critical_thinking.htmGuidelines for handling quoted and paraphrased
material are found at:Purdue Online Writing Lab. (n.d.). Academic Writing.
Retrieved from.english.purdue.edu/owl/section/1/2/”>https://owl.english.purdue.edu/owl/section/1/2/Purdue Online Writing Lab. (n.d.). Quoting, Paraphrasing, and
Summarizing. Retrieved from.english.purdue.edu/owl/resource/563/1/”>https://owl.english.purdue.edu/owl/resource/563/1/Purdue Online Writing Lab. (n.d.). Avoiding Plagiarism.
Retrieved from.english.purdue.edu/owl/resource/589/1/”>http://owl.english.purdue.edu/owl/resource/589/1/Your paper consists of arguments in favor of
your opinions or positions on the issues addressed by the guidelines;
therefore, avoid the following logical fallacies:Purdue Online Writing Lab. (n.d.). Logic in Argumentative
Writing. Retrieved from
.english.purdue.edu/owl/resource/659/03/”>http://owl.english.purdue.edu/owl/resource/659/03/

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