Quiksilver AG 47 Board Shorts Campaign Analysis Jing
Quiksilver AG 47 Board Shorts Campaign Analysis Jing Xie n 8804923 (The slideshow is timed to advance slides and play sound automatically)
Product and Target Audience Analysis
Competition Brand Revenue 2013 $2, 50 Revenue (Billion) $2, 00 $1, 50 $2, 36 $1, 00 $1, 34 $0, 50 $0, 39 $0, 00 Quiksilver Billabong Brand Rip Curl
Rise of Fitness
Rise of Fitness
Insight
High involvement • Expensive • Important Emotional response • Feel good • Ego • Self image
Advertising Strategy Analysis
The Big Idea: High Quality Comfort The advertisement showed the importance of: • Innovation • Comfort • Durability
Product Position Comfort • Enjoying to wear • Water repellant Quality • Made with new technology • Durable
Perceptual Map
Creative Strategy Analysis
Campaign Theme New board shorts that are innovative and comfortable to wear
Executional Technique Imagery Advertisement consists of advanced cgi visuals to enhance emotional appeal
Improvement
Media Strategy Analysis
Channels
Recommended Channels
Thank You
Reference Ad Education. (n. d. ). FCB GRID. Retrieved from http: //www. public. iastate. edu/~geske/FCB. html Amy Blog. (n. d. ). Things Aussies Like. Retrieved from http: //thingsaussieslike. wordpress. com/ Changing Minds. (n. d. ). Elaboration Likelihood Model. Retrieved from http: //changingminds. org/explanations/theories/elaboration_likelihood. htm Learn Marketing. (n. d. ). HIERARCHY OF EFFECTS MODEL. Retrieved from http: //www. learnmarketing. net/hierarchy_of_effects_model. html Quiksilver Inc. (n. d. ). Quiksilver Reports Fiscal 2013 Third Quarter Financial Results. Retrieved from http: //ir. quiksilver. com/phoenix. zhtml? c=110264&p=irolnews. Article&ID=1852506&highlight=
Reference The Business Room. (n. d. ). How small business can engage with Gen Y. Retrieved from http: //www. businessroom. com/en/Article/Categories/Marketing/How-smallbusiness- can-engage-with-Gen-Y Winslow, E. (2011). Boardshorts are hotter than Speedos, survey reveals. Retrieved from http: //www. heraldsun. com. au/lifestyle/fashion/boardshorts-are-hotter-thanspeedos- survey-reveals/story-e 6 frf 8 o 6 -1226210614542
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