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In: Economics

Tilly Tilly Assume that the contemporary apparel retailer Tilly's has put a new advertising strategy in...

Tilly Tilly

Assume that the contemporary apparel retailer Tilly's has put a new advertising strategy in place. It has chosen to advertise on TV during the CBS Evening News and in print in Time magazine. The message is designed to announce new styles for the season and uses a group of 17-24 year olds as their models.

Evaluate this advertising strategy, and if appropriate propose an alternative.
Using the AIDA model (found in Chapter 17) explain your recommendation for how to increase sales of Tilly's products.
Explain which elements of the IMC mix you’d recommend that Tilly's use going forward and why.

Solutions

Expert Solution

Tilly is a contemporary apparel retailer and has chosen to advertise on TV during the CBS Evening News and in print in Time magazine. One most important factor to be kept in mind while choosing advertising medium is there should be a synchronization between the product to be advertised and the advertising medium chosen. As the product is contemporary apparel and the message is to announce new styles for the season and uses a group of 17-24 year old models, there is no sync between the product and the target audience. Contemporary apparel is meant for youth generation and the audience of CBS Evening News and the readers of Time Magazine are middle aged and old aged aged people, so there is no sync between the product advertised and the medium chosen and thus would not be appropriate.

Rather Tilly should advertise on youth channels like MTV , Fashion TV or Star World to attract the youth audience and in magazines like Seventeen, Teen Beat and Teen Voices.

In order to increase the sales of Tilly's products, following recommendations can be given :

Awareness : Teaser Ad Campaign should be launched to create awareness. Long duration advertisement with celebrity should be aired so as to create awareness about the brand and latest styles.

Interest : Testimonial advertisement with celebrity talking about their connect with the brand and fashion show and beauty contests should be organized to create interest.

Desire : In order to create desire, promotional discount should be offered on readymade apparel and there should be an exhibition of readymade apparel. Celebrity should endorse the brand and talk about their experience with the brand so as to make them desirable to purchase the brand.

Action : In order to put them into purchase action, there should be easy accessibility of the branded apparels. Purchase location and price should be displayed in the advertisement. Certain events to be organized to pull the target audience and promotional offers should be launched for the apparels.

Apart from advertisement in the print media and broadcast media, publicity and sales promotional offers should be used by Tilly to go forward. Events like exhibition, fashion show and beauty contests should be organized by Tilly. Promotional offers like discount and 'Buy ONE Get ANOTHER One Free' would also attract the public to make purchase decision.

Rahul Sunny answered 1 year ago
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