Welcome To The Presentation

Case Study on advertisement, Sales promotion and Public

Relations

Group No : 5Sl. no. ID No. Name

1. 19-085 Sharmin Jahan

2. 19-091 Momtaz Jahan

3. 19-099 Md. Monjurul Ahsan

4. 19-117 Ferdaus Akter

5. 19-123 Md. Ripon Molla

6. 19-153 Sampa Mandol

7. 19-183 Imran Shahed

8. 19-195 Shanjida Shoma

9. 19-203 Tahsinun Nur

10. 19-205 Sumaya Eysmin

Ferdaus Akter

ID: 19-117

Case Summary1. A retailer JCPenney aired an

advertisement. In the ad a

teenage girl was trying on

jeans when her mother asked

her stopping if she is going

to school by wearing the

jeans. Then the mother

yanked the jeans even lower

on her daughters hips.

As a result of the ad ,

parents were complaining

that the act done by the

mother was not the usual

one. Even the competitors

Case Summary2. JCPenney also sold a T-

shirt for a short period. On

the T-shirt there was a

slogan “Homeskooled”

which created bad publicity

as there was broken down

mobile home on the front of

the T-shirt which was

offensive to the consumers.

Momtaz Jahan

ID: 19-091

Problem Statements

1. What steps could JCPenney marketers have taken in

the planning stage of their advertising campaign to

avoid these mistakes?

2. How could Penney use public relations strategies to

counteract the bad publicity it received as a result of

the ad and the T-shirts?

Solution To Problem Statement 1:

Translating advertising objectives into advertising

plans

Advertising messages

Developing and preparing ads

Creating interactive ads

Translating advertising objectives into advertising plans:

Budgeting, copywriting, scheduling and media selection

Emphasis product characteristics

Md. Monjurul Ahsan

ID: 19-099

Implications of the step on case

The marketers could have emphasized on product

characteristics of jeans as

superior stitching

well structured

color diversity

style

Advertising Messages

Appropriate message

transformation through visual

and verbal components

Meaningful, believable and

distinctive message

Tone of appeal, extent of

information, side of the story

Implications of the step on case

The marketers could have noticed the side effect

of the story before airing

To make the ad fashion forward, the mother could

forbid her daughter in such a way that is

meaningful and adjust with the attitude of the

consumers

Sharmin Jahan

ID:19-085

Developing and preparing ads:

Gain attention and interest

Inform and pursue

Lead to purchase or other

direct action

Refining the thought into a

layout

Ready to execute

Evolution

Implications of the step on case:

The marketers had plan to make the ad fashion

forward but failed to pursue the consumer as it created

bad publicity which ultimately lead to less sale

They could have focused on the qualities of jeans

rather than the attitude of consumer to use to pursue

Creating interactive ads:

Banners

Popups

Keyword ads

Advertorials

Interstitials

Sumaya Eysmin

ID: 19-205

Implications of the step on case:

The ad was aired in television

The interactive ways could be used to gain the

maximum attention of consumer

SOLUTION TO PROBLEM STATEMENT 2:

Public Relation:

The relationship of business

has with the public

Promote products and services

Created by corporate ethical

conduct and environmental and

international issues

Link between the firm and the

media

Benefits of PR:

A. Handling bad publicity

B. Write great press releases

C. Create good media relations

D. Publishes business and build up good reputation

E. Creates positive awareness and drives sales

Md. Ripon Molla

ID: 19-123

Handling bad publicity:

When complaints arise due to bad

publicity, to handling this the

marketers should-

Respond quickly, honestly and

decisively

If any mistakes done by firm then

apologize

Tell side of the story with written

statement

Communicate through proper media

Make amends

Produce positive PR

Implications on the case:

JCPenney could apologize first

Tell their side of the story which was to make the

jeans fashion forward with a written statement

Make correction on the front of the T-shirt by

removing message or modifying it

Make a new consumer friendly advertisement