Audience segmentation is defined as a systematic approach of dividing people into more similar subgroups based upon defined criterion such as product usage, demographics, psychographics, communication behaviors and media use.
Forever 21 and C.R. must use this tactic in their campaigns in order to get the correct message to the correct customer or future customer. Because the products that they sell are purchased by a wide range of people in age, sex, style, etc, they must segment their audiences.
Some styles created at C.R. are intended to be worn by the younger, flirtier woman as some pieces they make are more conservative or simple. So in order to convey the message to the correct personality type, C.R. must know what kind of person they are talking to.
Sunday, January 30, 2011
Why should I believe you?
Credibility is defined as the type of feedback a source receives, positive and negative. It is also determined by attitudinal and behavioral responses.
Forever 21 and C.R. use different techniques in order to deliver a message to its publics. Although there are various variables which source credibility relies on, these two companies put more emphasize on some then others.
Forever 21and C.R. rely heavily on the source, channel and receiver variables. They must make sure that the source (themselves) remain in good standing with the public as far as their reputation. Stories such as sweatshop workers, illegal labor and cheap quality materials are all damaging to a company's reputation such as forever 21. They rely on the channel variable because they must use the channel which will get them the most viewers, and the best reactions. The receiver variable is important because they want to make sure the right public is receiving the message.
Forever 21 and C.R. use different techniques in order to deliver a message to its publics. Although there are various variables which source credibility relies on, these two companies put more emphasize on some then others.
Forever 21and C.R. rely heavily on the source, channel and receiver variables. They must make sure that the source (themselves) remain in good standing with the public as far as their reputation. Stories such as sweatshop workers, illegal labor and cheap quality materials are all damaging to a company's reputation such as forever 21. They rely on the channel variable because they must use the channel which will get them the most viewers, and the best reactions. The receiver variable is important because they want to make sure the right public is receiving the message.
Tuesday, January 25, 2011
Publics
My two companies, charolette russe and forever 21 are two companies who are similar. They are both clothing stores, targeting similar audiences. forever 21 audiences are young, between the ages of 16-26. Those who are supporters of Forever 21 are those who dress in a fashion forward manner. These people are looking for clothing that mimics the up scale fashion trends, but are kept at lower affordable prices.
The charolett russe audience is similar in age range. These supporters wear similar clothes. Charolette russe focus on shoes a lot more then forever 21 does so these supporters are a lot more into shoes not just clothes.
Forever 21 uses twitter and facebook in order to reach its customers. Charolette russe does also, but is doing a better job of reaching out through twitter to its customers. Once i started following C.R., they sent me a direct message about redeeming a free coupon. They also tweet a lot more about deals.
Forever 21 tweeted more about different looks and trends that they think is relevant and gave you the link to the website.
The charolett russe audience is similar in age range. These supporters wear similar clothes. Charolette russe focus on shoes a lot more then forever 21 does so these supporters are a lot more into shoes not just clothes.
Forever 21 uses twitter and facebook in order to reach its customers. Charolette russe does also, but is doing a better job of reaching out through twitter to its customers. Once i started following C.R., they sent me a direct message about redeeming a free coupon. They also tweet a lot more about deals.
Forever 21 tweeted more about different looks and trends that they think is relevant and gave you the link to the website.
Sunday, January 16, 2011
Intro
My name is Destiny Loyd and im originally from Indianapolis Indiana. I am a senior Marketing major Public relations minor at Indiana State university. This blog will be used for communications campaigns purposes only. I do have two other blogs though. check them out! supersocialite.blogspot.com and dreamchasa.com.
The two companys that I will be comparing are forever21 and charloette russe. These two companies are retailers who specialize in young adult clothing, shoes and accessories.
The two companys that I will be comparing are forever21 and charloette russe. These two companies are retailers who specialize in young adult clothing, shoes and accessories.
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