Promotional Communication AnalysisEssay title: Promotional Communication AnalysisPromotional StrategyPromotional Communication AnalysisCompany name: Windsor SmithFrom FHM, June EditionWord Count: 3008Contents PageIntroductionЎKЎKЎKЎKЎKЎKЎKЎKЎK. Page 3Marketing StrategyЎKЎKЎKЎKЎKЎKЎKЎK.Page 4The Target Market & Consumer BehaviourЎKЎKЎKЎK.Page 5The Communication ProcessЎKЎKЎKЎKЎKЎK.Page 6Evaluating Windsor SmithЎKЎKЎKЎKЎKЎK..Page 12ConclusionЎKЎKЎKЎKЎKЎKЎK..ЎK..ЎKPage 15ReferencesЎKЎKЎKЎKЎKЎKЎK..ЎKЎK.Page 16The magazine advertisement chosen for this assignment was selected from FHM June 2004 edition. FHM is predominately a male magazine being the biggest selling menЎ¦s magazine in Australia and New Zealand. The chosen advertisement is a Windsor Smith advert on page 73 of FHM, a little bit less then halve way through the magazine and positioned between some of the hottest articles in the magazine.
I have read several of the advertisement and I think the best I’ve found is the top ten of each and each is worth reading. It is well-written. It does not make any sense to use more images of a magazine. Even if the images were too large and I was not comfortable viewing them, they do not detract from the content of the article. The following is from the article with the link above which was posted by the FHM website on my Facebook page
A few weeks ago FHM contacted us and began to review the article for inclusion in their portfolio of articles from a variety of publications in Australian News, The Sunday Times, The Herald Sun, The Daily Telegraph, Mail Australia and FHM News.[1]
From this article:
A group of Melbourne-based business analysts, based in Sydney, put out several short articles about the latest news and a story on the Melbourne Times, TheSunday Times. One of the “sources” in the piece stated, “The Melbourne Times, in partnership with a local local company that sells its sports advertising, is a major sponsor of The Daily Telegraph and its Sydney section. We believe it is absolutely vital that this has a very professional background, that it is being given the benefit of the doubt, and that it conforms with the editorial standards of its business partners, which include the Telegraph’s managing director, Mark Macquarie, a former managing director of the Australian Broadcasting Corporation.”
The article was published on the Sydney Telegraph website, The Conversation. Some of the other Melbourne Times sources are: www.theconsumption.com.au.
From a number of other sources: www.fimeltimes.com.au. These Australian sources are: the Melbourne Times online. The Observer Online and the Sydney Morning Herald Web site were also included as sources. The Sunday Times is also included on the Melbourne Times website but has been rejected by the Melbourne Times as a source.[2]
BareFoot Media’s media director for media communications, Jim Gill, said, “The Melbourne Mirror’s Australian reporting of today’s article has been subject to a huge amount of censorship by Melbourne Herald Media since publication. This is in no way related to the content of the article and the decision to exclude the Melbourne Times has been the highest and most serious of any Australian media organisation. We have received emails in recent weeks from local media that they strongly object to being excluded from any future coverage on this news story. We are now investigating those emails in a proper, deliberate manner. “To say that our current policies in relation to Australian media is inconsistent with the editorial values of the newspaper means a lot more to our members than it will ever be possible to prove. It will also undermine our standing as an independent media organisation because of all our best efforts to uphold the values of fairness and impartiality whilst simultaneously supporting independent journalism and our national media.”
The Herald Sun
The Herald Sun stated that the Herald Sun
Analysis of this advertisement suggests the Windsor Smith advertisement is positioned at male metro sexual readers, wanting to purchase exceptionally fashionable shoes for themselves.
Opportunity AnalysisЎҐMarketing opportunities are areas where there are favorable demand trends, where the company believes customer needs and opportunities are not being satisfied, and where it can complete effectively.Ў¦ (Belch & Belch 2001, p.40)
Windsor Smith has effectively seen the opportunity of marketing to the new breed of Aussie males, the ЎҐmetro-sexual-manЎ¦ 60 minute reporter Charles Wooley, describes this new male breed as ЎҐLike Sex and the City, only for blokes, they are into makeovers, make-up and moisturisers. They know everything there is to know about shirts and shoes ЎX and theyЎ¦re straight.Ў¦ FHM describes the ЎҐmetro-sexual-manЎ¦ in his mid-to late twenties, intelligent and in a professional position, he knows all the latest brands and trends, he can chose a shiraz with his risotto and tie a perfect Windsor.
Competitive AnalysisЎ§Competitive Analysis is something special a firm does or has that gives it an edge over competitorsЎЁ (Belch & Belch, p.41)Other advertisement in the same edition of FHM includes a Julius Marlow, advertising stylish male shoes. It is not known if the marketers of Windsor Smith were aware that the Julius Marlow advertisement was to be placed in the same issue. The Julius Marlow advertisement is on a double page spread on the nineteenth page of FHM. It is informing the reader that Julius Marlow shoes, not only make the pricey male dress shoes that they are well known for. But also now make fashionable shoes similar to the shoes advertised in the Windsor Smith advertisement, similar in style and price.
ЎҐTarget marketing is the process of identifying the specific needs of segments, selecting one or more of these segments as a target and developing marketing programs directed to each.Ў¦ (Belch & Belch 2001)
ЎҐConsumer Behaviour can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.Ў¦ (Belch p.107)
For companies like Windsor Smith to succeed in todayЎ¦s competitive marketplace, they must be customer-centered, winning customers from competitors by delivering greater value. But before they can satisfy consumers,