Executive Summary JC Penney, you can have it all.” The premise of our IMC plan is the great value “With that all customers, of any age can benefit from by shopping at JC Penney. Customers can find quality products that won’t bankrupt them, and instead will leave them with a little extra money that they can spend on enjoying a quality life. With the wide variety of products sold at JC Penney, the target market is very broad in terms of age. Instead, our target market is made up of consumers with an average household income of $30,000 to $60,000 USD. This speaks to the consumers that make up our target market because they have limited income, but still want to be able to afford other things that make life more enjoyable. Using various types of media, JCP will launch a multi-generational campaign that will appeal to each age group of our target market while maintaining a consistent look and message using different broadcast media, sales promotions and outdoor media. The message will communicate the fact that buying apparel and home goods at JC Penney will not only result in quality (trendy, comfortable, etc. depending on the age group the ad is targeting) products, but will save the consumer enough money to spend on something they enjoy (i.e. a concert, vacation, throwing an impressive dinner party, etc.). The campaign will also include the heavy use of coupons (both print and mobile) and online and mobile shopping. JCP will evaluate our promotions, by using various types of social media use as well as surveys customers will receive on their receipts for a coupon upon completion of the survey that rewards our customers for their time and feedback. Using social media will help determine our
Executive Summary “With JC Penney, you can have it all.” The premise of our IMC plan is the great value that all customers, of any age can benefit from by shopping at JC Penney. Customers can find quality products that won’t bankrupt them, and instead will leave them with a little extra money that they can spend on enjoying a quality life. With the wide variety of products sold at JC Penney, the target market is very broad in terms of age. Instead, our target market is made up of consumers with an average household income of $30,000 to $60,000 USD. This speaks to the consumers that make up our target market because they have limited income, but still want to be able to afford other things that make life more enjoyable. Using various types of media, JCP will launch a multi-generational campaign that will appeal to each age group of our target market while maintaining a consistent look and message using different broadcast media, sales promotions and outdoor media. The message will communicate the fact that buying apparel and home goods at JC Penney will not only result in quality (trendy, comfortable, etc. depending on the age group the ad is targeting) products, but will save the consumer enough money to spend on something they enjoy (i.e. a concert, vacation, throwing an impressive dinner party, etc.). The campaign will also include the heavy use of coupons (both print and mobile) and online and mobile shopping. JCP will evaluate our promotions, by using various types of social media use as well as surveys customers will receive on their receipts for a coupon upon completion of the survey that rewards our customers for their time and feedback. Using social media will help determine our