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Marketing - Essay Example

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Date JCPenny 1. What steps could JCPenney (Penny) marketers have taken in the planning stage of their advertising campaign to avoid these mistakes? The first thing that the Penny marketers should have done in developing an advertising campaign is to identify and analyze its target market…
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Was their objective to change their image from a conservative clothing store to a more fashion-updated store? Did they want to reposition their products? Are they willing to sacrifice their conservative market just to tap another segment of the market? These are essential questions which should have been addressed before deciding to come up with the ad. Another important aspect which Penny might have overlooked is the pre-testing stage of the advertisement. They should have randomly picked out a “consumer jury” who will view the ad and see how they would react to the ad. The “jury” should be representative of their target market, to include their present consumers and the market which they want to tap. Had they done this process, they could have gotten outright feedback on the impact of their ad. 2. How could Penney use public relations strategies to counteract the bad publicity it received as a result of the ad and the t-shirts? As a result of its television commercial entitled “Attitude Adjustment”, Penny suffered from bad publicity. Their customers reacted negatively. This same problem was encountered by Penny when they came out with a T-shirt design with a slogan “Home Skooled”. To counter the negative publicity that they experienced from these instances, I think Penny should try to redeem itself and beef up its reputation again. ... Read More
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