Promotional Communication analysis :: essays research papers

Promotional StrategyPromotional Communication synopsisCompany name Windsor SmithContents PageIntroductionKKKKKKKKK. Page 3Marketing StrategyKKKKKKKK.Page 4The head Market & Consumer BehaviourKKKK.Page 5The Communication ProcessKKKKKK.Page 6Evaluating Windsor SmithKKKKKK..Page 12ConclusionKKKKKKK..K..KPage 15ReferencesKKKKKKK..KK.Page 16Introduction________________________________________________The magazine advertisement chosen for this assignment was selected from FHM June 2004 edition. FHM is predominately a virile magazine being the biggest selling mens magazine in Australia and New Zealand. The chosen advertisement is a Windsor Smith advert on page 73 of FHM, a little bit less then halve way through the magazine and positioned between some of the hottest articles in the magazine. summary of this advertisement suggests the Windsor Smith advertisement is positioned at male metro sexual readers, wanting to purchase exceptionally fashionable shoes for themselves.Marketing Strateg y__________________________________________Opportunity depth psychologyMarketing opportunities are areas where there are favorable demand trends, where the company believes customer needs and opportunities are not being satisfied, and where it can complete effectively. ( break open & Belch 2001, p.40) Windsor Smith has effectively seen the opportunity of marketing to the new breed of Aussie males, the metro-sexual-man 60 minute reporter Charles Wooley, describes this new male breed as Like conjure up and the City, only for blokes, they are into makeovers, make-up and moisturisers. They know everything there is to know about shirts and shoes X and theyre straight. FHM describes the metro-sexual-man in his mid-to late twenties, intelligent and in a professional position, he knows all the latest brands and trends, he can chose a shiraz with his risotto and tie a perfect Windsor. Competitive AnalysisCompetitive Analysis is something special a firm does or has that gives it an edge over competitors (Belch & Belch, p.41)Other advertisement in the same edition of FHM includes a Julius Marlow, advertising stylish male shoes. It is not cognize if the marketers of Windsor Smith were aware that the Julius Marlow advertisement was to be placed in the same issue. The Julius Marlow advertisement is on a double page dispersed on the nineteenth page of FHM. It is informing the reader that Julius Marlow shoes, not only make the pricey male dress shoes that they are well known for. But also now make fashionable shoes similar to the shoes advertised in the Windsor Smith advertisement, similar in style and price.The Target Market and Consumer Behaviour____________________Target marketing is the process of identifying the specific needs of segments, selecting one or more of these segments as a target and developing marketing programs order to each. (Belch & Belch 2001)