'Unme Jeans Case Analysis\r'

'1. What problem confronts UNMe? The brand manager was trying to flip a last whether to advertise her brand in uphill social media. She has to consider the benefits and risks, how the new short letter will work with the original media forge and what results she f let outerpot expect.\r\n2. What argon the positives and negatives of UNMe’s contemporary media plan? Current media plan: * 30-second TV ad on closely democratic programs for teenage girls * Full-page magazine marking ad in beauty & international ampere; fashion magazines * 60-second radio on pinnacle 40 A corporate website * Online pennant and display ad on the nearly popular websites for teenage girls * â€Å"key account book” Google Positive: multiple ways rout out make UNMe r distributively maximum targeted grocery store of women 12 to 24. The media she chooses ar consistent with the elan of UNMe, like Gossip Girl, American Idol, pop off 40 radio and new(prenominal) online pennon ad on gir ls’ favorite websites. She spends most gold on TV ad, on which people spend most prison term on ad. Negative: audiences watching TV are declining. Consumer’s media habits were rapidly changing.They are turning from traditional media, such as TV, magazines and radio to new media choices. Consumers were devoting much to a greater extent(prenominal) time to online channels. Since there is announce clutter, the component of advertising that consumers remember was as low as 1% to 3%. So having more channels may surpass to more costs than revenue.3. What are about potential benefits and risks to utilizing wind vane 2. 0 media tactics for UNMe? Benefits:  consumer co-creation, social affiliation, digital self-expression, sharing.Consumers can presently contribute to the online conversation. Women of 12 to 24 can create their make public figure of UNMe jeans on Facebook and share their designs. Web 2. 0 makes consumers more like participants with other people th an creation individual. They can also comment on other people’s design and forward it to more people, which increase the lick of UNMe. It’s an easy way to interrelate with their friends and family. MySpace and Facebook allow people to create their own profile online so that they can sport social network and link with other friends.Young women boast an enthusiasm in expressing their identities online. Web 2. 0 makes people to â€Å"be online” rather than â€Å"go online”. We can see from the usher 6, visitors of Facebook, YouTube are increasing quickly each year. 47% of teenagers and 69% of young adults have a profile and contact users and the bulk of them visit social websites everyday. (Exhibit 7) The typical members of Facebook are high school and college students, highly matches the targeted securities industry of UNMe.Risks: investment 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 everyplace 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)? Why?\r\n'