Question

Tilly Tilly Assume that the contemporary apparel retailer Tilly's (Links to an external site.) Links to an external site. 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.

Answer 1

Evaluation of Advertising strategy

a Tilly is trying to market its products to boost its sales. An effective advertising plan or strategy starts with developing an understanding of where a particular product or service currently stands in the marketing: regarding both perception and demand.

An advertising strategy is a plan to reach and persuade a customer to buy a product or service. Tilly has used Communication media as its advertising strategy it includes advertising on audio, video, and print magazines.

If I need to recommend an alternative then I would recommend social media advertising. The users of social media are increasing every day. Social media ads are very effective nowadays.

b How to increase sales using AIDA MODEL

AIDA model is one of the longest-serving models used in advertising

A - Attention

I - Interest

D - Desire

A - Action

Here It has chosen to advertise on TV during the CBS Evening News and in print in Time magazine.

When we look Attention, Interest, Desire, Action of audience CBS consist of a lot of audiences looking for the latest news on politics and other related topics. When we look at Time magazine the scenario is the same.

To increase the sale of Tilly's products I recommend to shift the advertising from CBS to any other fashion-related channels and shift Time magazine to any other fashion related magazines like Vogue or Femina and also put ads on social media contemporary apparel related channels. Then the audience will recognize the brand in their minds and it will help to boost the sales.

c I will recommend Direct online marketing and Social media marketing for Tilly's products

The main advantage is it is very cheap compared to other forms of adverting like TV and magazines.

Internet users are very high and it can reach many audiences.