. This scenario is emerging Web 2.0 social networks in virtual worlds, social networking sites and video sharing sites, and encourages students to explore the opportunities and risks presented for brands. The case allows students struggle with strategic and tactical decisions that accompany the marketing communication strategy and combine information on consumer behavior with an understanding of the objectives of the brand to assess and evaluate new social media options. Brand manager Margaret Foley faces an increasingly complex media environment in which the plan of traditional media focused on television, print and radio has become less effective due to declining audiences, the increased advertising clutter and consumers tuning out.
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Web 2.0 explores the emerging social media options to determine if they can achieve their best brand and advertising objectives. Your challenge is to cut through all the hype surrounding Web 2.0 and analyze the potential of social media for your brand by exploring the needs and consumption behaviors underlying Web 2.0 technologies. By Thomas Steenburgh, Jill Avery Source: HBS Premier Case Collection 27 pages. Date Posted: November 12, 2008. Prod #: 509035-PDF-ENG UNME Jeans: Branding Web 2.0 Case Solution.
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UnME Jeans: Branding in Web 2.0. 1. UnME JeansJeans Branding in Web 2.0. SALES Which Web 2.0 social media channels? What changes in the current plan? What metrics to measure the impact? Margaret Foley Brand Manager UnME Jeans.
Solution. UnMEJeansUnMEJeans. Celebrate INDIVIDUALITY Appreciate DIFFERENCES. Unique products at a price premium in upscale department stores to teenage girls. CurrentAnnualmediaplanCurrentAnnualmediaplan. Targeted advertising through traditional channels Fashion magazine TV series Radio. Banner advertising on popular websites for teenage girls.
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Targeted search keyword advertising on Google. Download mirrors edge torrent iso. Neverwinter nights windows 10 patch. CHALLENGESCHALLENGES. Current media plan becoming ineffectiveineffective WHY?