Question 1: a. List the promotional tools used by H&M anddesignated in the case as New communication
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Question 1:
a. List the promotional tools used by H&M anddesignated in the case as “New communication channels”.
b. Present and explain minimum 3 advantages for retailerslike H&M for implementing an integrated marketingcommunications approach.
c. Suggest one idea for H&M to include in theirpromotional strategies and justify your choice.
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EXPERIENCE H&M TIMES SQUARE! affar more H.M ENTER ON BROADWAY CONSCIOUS (CSIVE For H&M, fashion may be fast, but to be appealing, it also has to spread the message about its offerings for and wide. Accordingly, the retailer uses a mix of creative media and new and traditional communication channels to reach consumers. For example, for its Times Square flagship store, H&M posts advertising banners on the nearest subway platform, encouraging commuters to stop by before they head home or during their lunch break. On the sides of the building, a more modern form of billboard advertising runs constant videos of the available fashions on huge, 30 * 200-foot LED screens. Even the store windows communicate the retail offering, with interactive features that seek to draw customers into the retail venue, where they can interact further with in-store communications. including light boxes that highlight deals and specials and revolving mannequins that model the latest fashions.1 Such options signal H&M's efforts to put a modern spin on traditional communications methods, such as billboards, in-store signage, and displays. In its print advertising campaigns, it similarly seeks to push the boundaries. For example, a campaign features high-end portraits of artists and muses, including Iman, Chloë Sevigny, Chance the Rapper, and Rosario Dawson, all shot by the famous photographer Jean-Paul Goude. Thus H&M uses the traditional medium of print advertising, yet it does so in a way that is unconventional, featuring faces that might be a bit different than the conventional models depicted in fashion advertising. EXPERIENCE H&M TIMES SQUARE! affar more H.M ENTER ON BROADWAY CONSCIOUS (CSIVE For H&M, fashion may be fast, but to be appealing, it also has to spread the message about its offerings for and wide. Accordingly, the retailer uses a mix of creative media and new and traditional communication channels to reach consumers. For example, for its Times Square flagship store, H&M posts advertising banners on the nearest subway platform, encouraging commuters to stop by before they head home or during their lunch break. On the sides of the building, a more modern form of billboard advertising runs constant videos of the available fashions on huge, 30 * 200-foot LED screens. Even the store windows communicate the retail offering, with interactive features that seek to draw customers into the retail venue, where they can interact further with in-store communications. including light boxes that highlight deals and specials and revolving mannequins that model the latest fashions.1 Such options signal H&M's efforts to put a modern spin on traditional communications methods, such as billboards, in-store signage, and displays. In its print advertising campaigns, it similarly seeks to push the boundaries. For example, a campaign features high-end portraits of artists and muses, including Iman, Chloë Sevigny, Chance the Rapper, and Rosario Dawson, all shot by the famous photographer Jean-Paul Goude. Thus H&M uses the traditional medium of print advertising, yet it does so in a way that is unconventional, featuring faces that might be a bit different than the conventional models depicted in fashion advertising.
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Related Book For
Marketing The Core
ISBN: 978-0078028922
5th edition
Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius
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