Mehemed Fehny Agha is a name to know in the Vogue history books. The Turkish Art Director revolutionized the aesthetic of glossy magazines laterally. With an emphasis on crisp, clean constructivism, Agha removed borders from covers, favored sans serif fonts, and developed a stronger interplay between images and text. Gemma Ward on the Vogue China September launch cover, Photographed by Mario Testino. The title has grown its readership to 1,, since its launch.
Gigi Hadid on the cover of British Vogue , January Photograph by Patrick Demarchelier. Cover girls are booked independently to each title with the zeitgeist of culture as its constant subject. But did you know that Gigi Hadid has been featured on 16 international cover editions in a mere 12 months? The main resource is their strong brand image, it has a good reputation and high position that has been built during almost years.. There is a lot of people who has positioned Vogue as the best fashion magazine in the world.
The company also has the competency of executing every market activity in-house, so they keep a strong consistency to the brand image. External context Stakeholders are any gropu of or individual who can affect or is affected by the achievement of the firm objectives Freeman, Every employee, consumer of the magazine and the different groups represented in each headquarter are the stakeholders of Vogue.
IMC objectives After analysing the current situation of the company we realised that there are some problems that Vogue is facing. The main reaason why Conde Nast establish these prices is because the advers in Vogue Digital Edition are cheaper, so Conde Nast get less money. According to the current situation we want to increase revenue and reduce cost.
The focus of my objectives will we these women and the part of my brand will be Digital Edition instead of Printed Edition because you can reduce cost, saving money of delivey, and of printing.
We recommend to use new ways to build awareness of Vogue Digital Edition. The IMC objectives that we purpose are: -Gain 20, fans in the new facebook fanpage in order to promote our new campaign by the end of Nowadays we consider that social media is really important to the success of a company. We consider that create a facebook fanpage with the name of the campaign could be a good way to attract curiosity of the current customers and non-customers.
Facebook fanpage provides you a lot of information about stadistics, graphics that elp you to know about who are interested in the campaign, the age, the gender, the country. Moreover create a facebook fanpage it is free so hiring a person to develop and reasing wareness of the customers will be enough. IMC strategies In relation to promotional strategies, we recommend to use two od the three strategies: pull, push and profile. We recommend to use Pull and Push strategy.
Push strategy requres the identification of distributor needs and through a combination of elements, IMC an attempt to meet and satisfy these needs in order both that the supplier and distributor are able to achieve their respective goals. Generally the push strategy is use to raise awareness of the new product, the digital edition.
It aimed to sell the product more aggressively than the competitors. It can be show in an iPad. I also recomment to do e-mail campaigns and display advertisign. We will have an e-mail list of people who has already bought a Vogue Digital Edition during the last month, and we will send them e-mails about the lastest news and promotions. Pull strategy involves promotng heavily to end users and consumers that will pull the products through the distribution channel Blythe, It is generally promoted by mass advert and sales promotion.
The main objective is to try customers find the company by their own. To do this, we recommend to offer a promotion. The promotion is based on get a 15 pounds voucher when you suscribeds for a year in a digital editon. It is not a normal budget, you can spend just 5 pounds for you, and the other 10 pounds are to give to someone, a friend, your mother.
But we want to share Digital Edition in order to encourage people to use this new way of magazine. IMC tactics. The main source of the message is the credibility, it has to be perceived to be objective and trustworthy. The message keep consistency to the whole campaign. This message means that as we love Vogue, we want to share with our friends the experience so we recommend them to read it.
But we recommend to read a digital edition because is much better. This is the message of our campaign. Once the message is already established, we want to deliver the it through IMC tools and media. We recomment to use Advertising. Advertising plays an important role in this campaign. We will try to engage audience, build reputation and change people percepctions of digital editions. We recommend to has a regular use of advertisment in order to maintain the brand image.
A magazines revenue could decrease in recession or economic downturn as their customers will not have as much money to spend on materialistic items. The recession will result in disposable incomes being lessoned and the prioritising of necessities rather than wants.
When less people spend money on material items like magazines the companies revenue will decrease because they are not selling as many issues of their magazines, in order to increase the revenue the company could raise prices but this could just cause the customers they has to not buy the magazine due to its excessive pricing.
On the other hand they could reduce prices as then they could convince more customers to buy their magazine as it would be at a more affordable price consequently raising their revenue streams. The company itself will also be affected by the recession and will not be able to spend as much on producing their magazine therefore it could be less desirable to customers, consequently reducing the companies revenue stream. Concentration of ownership is often the result of horizontal integration , eg major publishing companies solidifying their power in the magazine industry by merging with rivals.
This reduces competition as power is concentrated in the hands of the fewer companies. Curran and Seaton, claim that this has a negative impact on media industries and audiences.
They think that media concentration limits variety, creativity and reduces choice for customers. When companies merge they become risk adverse because they look for ways to minimise costs and maximise profits.
Other theorists think that merging and a concentration of ownership is good as the companies then have more equipment and can cater for a wide range of audiences. They argue that major publishers having lots of power can make it easier to launch new titles and cater to new tastes, therefore rather than limiting creativity, the financial stability gives them the freedom to innovate.
View all posts by nadiabilek. You are commenting using your WordPress. You are commenting using your Google account. You are commenting using your Twitter account. The best of conscious fashion, beauty and culture from Scandinavia and the wider Nordic region, curated by Vogue—the world's most iconic fashion publication.
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The arbiter of new trends, Vogue features the top fashion and beauty advertisers. Vogue UA launched in March and has become known worldwide as an artistic edition with its own visual identity. Vogue places fashion in the context of culture and the world we live in—how we dress, live and socialize; what we eat, listen to and watch; who leads and inspires us. Vogue immerses itself in fashion, always leading readers to what will happen next. Thought-provoking, relevant and always influential, Vogue defines the culture of fashion.
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