Media Plan For Steve and Barry's

Paper Summary:

This paper presents a case study of the apparel store, Steve and Barry's. It provides a background and history of their business model and describes their goals and objectives. The paper then specifically discusses the marketing strategy that Steve and Barry's launched in 2006 and discusses how it was unique in the apparel industry.

Table of Contents:
Background and History of the Steve and Barry's Business Model
Goals and Specific Objectives
Audience
Message and Response Measurement

From the Paper:

"While the low-cost viral marketing type of approach to advertising has already proven itself successful with respect to young people, it may be that more traditional modes of advertising may be required to reach parents and older adults, provided the studies and focus groups suggest that the additional cost of separating the campaign that way is worthwhile. The success of campaign will be measured by revenue increases during the quarter immediately following any such changes in marketing efforts. Additionally, the success of the campaign will be measured by increased brand recognition as determined by electronic media such as Google trends and response rates to promotional initiatives designed to quantify apparent changes in brand awareness, Internet presence in social messaging sites and blogs."

Sample of Sources Used:

• Belch, G, Belch, M. (1998) Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: Irwin/McGraw-Hill.
• Friedman, L. (2005) A History of American Law. New York: Touchstone.
• Halbert, T., Ingulli, E. (2000) Law & Ethics in the Business Environment. Cincinnati: West Legal Studies.
• Howard, M. (2005) We Know What You Want: How They Change Your Mind. New York: The Disinformation Company
• Ogilvy, D. (1983) Ogilvy on Advertising. New York: Vintage Books.

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