Getting Juicy
Assume that the contemporary apparel company Juicy Couture has embarked on a new IMC strategy. It has chosen to advertise on TV during the NBC Nightly News and in print in Time magazine. The message is designed to announce new styles for the season and uses a 17-year-old woman as the model.
Evaluate this strategy, and if appropriate propose an alternative.
Using the AIDA model explain your recommendation for how to increase sales of Juicy Couture products.
Explain which elements of the IMC mix you’d recommend using and why.