Unme Jeans Case Analysis

1. What problem confronts UNMe? The brand manager was trying to make a conclusion whether to advertise her brand in emerging brotherly media. She has to consider the benefits and risks, how the new channel depart encounter with the original media plan and what results she rotter expect.2. What atomic number 18 the positives and negatives of UNMes current media plan? Current media plan * 30-second TV ad on most popular programs for teenage girls * Full-page magazine print ad in beauty & fashion magazines * 60-second radio on Top 40 A corporate website * Online banner and peril ad on the most popular websites for teenage girls * key word Google Positive multiple ship canal can make UNMe reach maximum targeted market of women 12 to 24. The media she chooses are consistent with the style of UNMe, same(p) Gossip Girl, American Idol, Top 40 radio and other online banner ad on girls popular websites. She spends most money on TV ad, on which people spend most time on ad. Negative au diences watching TV are declining. Consumers media habits were rapidly changing.They are turning from traditional media, much(prenominal) as TV, magazines and radio to new media choices. Consumers were devoting much more time to online channels. Since there is publicise clutter, the percentage of advertising that consumers remember was as low as 1% to 3%. So having more channels may lead to more costs than revenue.3. What are some potential benefits and risks to utilizing Web 2. 0 media tactics for UNMe? Benefits consumer co-creation, social affiliation, digital self-expression, sharing.Consumers can directly contribute to the online conversation. Women of 12 to 24 can create their own project of UNMe jeans on Facebook and share their designs. Web 2. 0 makes consumers more like participants with other people than being individual. They can also comment on other peoples design and forward it to more people, which add-on the influence of UNMe. Its an easy way to connect with their friends and family. MySpace and Facebook allow people to create their own profile online so that they can return social network and link with other friends.Young women have an enthusiasm in expressing their identities online. Web 2. 0 makes people to be online rather than go online. We can see from the exhibit 6, visitors of Facebook, YouTube are increasing quickly each year. 47% of teenagers and 69% of young adults have a profile and amour users and the majority of them visit social websites everyday. (Exhibit 7) The typical members of Facebook are high school and college students, highly matches the targeted market of UNMe.Risks investment funds in new advertising channel is risky. Foley has to be sure that the money she spends on social media will make higher or comparable revenues as traditional TV, magazines and radio. There might be a lack of control over the content online. Some information on Facebook, youtube, Zwinktopia is inappropriate for UNMe and may have a negative influence on consumers.4. How specifically should Foley integrate social media into her media plan (if at all)? wherefore?