JC Penney Advertising Essay

As time progresses, the world, in terms of furrow is rather contracting. There is growing communication, interaction and exchange surrounded by opposite parts of the world. Technologies that were once thought of as a far spy notion be direct existence used like firm commodities and communication mediums that were once considered luxuries avail suitable to few argon now necessities indispensable to prosper. And as the world is fit more than integrated and countries argon comely more and more dependent on one an different in terms of trade and business the concept of stigmatisation, advertising and promotion is becoming more prevalent and widespread.This paper will concentre on the merchandising of JC penny. It would elaborate on the print as well as online marketplace. provided it would compare and contrast advertising of online and bricks and howitzer companies. Discussion The demand for responsibility of marketing is rising and also the pressure of having slight ab solute dollars to course with so at that place is utmost need to be sharper, more purpose-made and more maneuvered with marketing. JC Penney is a general retail brand that specializes in clothing, accessories and shoes furnishing.It has been around for decades and has been catering the needs of consumers of all ages and backgrounds. JC Penneys main tar lay down earreach at the present clock is women as well as youngsters. JC Penney faced criticism for being a brand that accommodated only the high-end and sure-enough(a) generation. However, they have been changing their brand image and have been supremacyful in implementing an image that is portraying a more young and trendy vibe. It now focuses on providing products that have the characteristics of being conservative, traditional, modern or trendy.Fundamentally JC Penney has been escalated in the last years is through the fact that it has moved from mass marketing to a more targeted approach. The few reasons for this change is that JC Penney believes that when business is difficult there is a lot great(p)er chance of success with getting the gird around the silk hat customers and increasing frequency share of wallet and trips with the best customers then(prenominal) trying to recruit new customers in tough times that may not obtain the brand.JC Penney has managed to find ways to develop formats that allowed it to get more productivity out the money that is spend. It has also become more targeted in terms of customer selection through becoming oftentimes sharper about making sure the flop customers get the right format in the right piece. (Fetterman, 2006) JC Penney is one of the brands that hold the signifi groundworkce of being a brick and mortar store as well as an online retailer. Hence, it totals branding through all of the sources of mass media. It publishes magazines and postcards for the promotion of its products.It also advertises it products and put outs through newspapers, telly ad s and online ads. When comparing the online and print media usage it quoted by Mike Boylson the Executive misdeed President and Chief Marketing Officer of JC Penney that In the postcard you can deliver more of a sales message, or more of a discount message these postcards may drive the customers online to see the full classification online where as the larger brand books of JC Penny show a a lot richer sense of the style that they have and they portray fundamentally completely distinct messages.The postcard includes the offer and a link to the website to go see the grow content where as the book itself that goes out shows the product, the customer can then either come in the store or they can go online or place their order on the phone. Direct mail is precise important because through versioning and through customer segmentation the company is able to send out more targeted messages that are highly accountable and are also able to track the results in direct mail to a degree t hat cannot be manageable in a lot of the other traditional mass media used by JC Penney.JC Penney has been focusing a great deal over its brand image and has been trying to diversify and exsert its target audience. It has recently changed to a new brand motif every(prenominal) day matters along with the new tag line, the company has been working on enhancing its customers services and the opening of several temporary promotional stores. JC Penney is focusing on increasing the popularity of its brick and mortar stores as well as its online retailing through providing customers with latest offers, discounts and showcasing their product line online for ease of access. Sloan, 2007) As the world is advancing so are the technologies and the ease with which communication is possible among all parts of the world. With the advent of the internet and the upscale increase in its popularity, there has been almost nothing that is not available on the existence Wide Web. The phenomenon of e- shopping emerged with the internet. The fact that customers could get what they want in the ease of their homes, increase the recognition of the internet and also of online shopping.There are numerous differences and similarities between online shopping and traditional shopping. But what holds more importance is the way the companies market their product online and how different it is from the marketing and promotion of brick and mortar companies. (Lowrey, 2008) Marketing over the internet is considered less costly, as it is holds a lower cost of distributing reading on a global platform.More and more business are moving towards online retailing due to its outnumbered advantages in terms of cost, convenience and mobility of development over a great distance. One of the major focuses that companies including JC Penney is on the website. The success of online marketing is highly dependent over the outlook, design and the information provided by the website. Both the online companies as well as brick and mortar companies need to line their target audience before they implement any marketing strategies.This lets them focus on the type of marketing tool they would benefit them. Brick and mortar companies offer a more traditional aspect of shopping and they also follow a traditional approach of marketing. This is mostly through mass media such(prenominal) as newspapers, television broadcast and magazines. With the passage of time, there are less and less companies that focus solely over brick and mortar business. close to companies are now available online as there is less overheads and larger audience prone to response through the internet.Conclusion In the end it is irresponsible to recognize the increasing importance of internet in business. Both, online retailing and brick and mortar companies hold their own set of characteristics that make them distinct. As the progress of online shopping is increasing there is still need for brick and mortar stores for tr aditional shoppers. Most companies, however, imply both the alternatives and hence, carry out their marketing accordingly.