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Essay / Research Paper Abstract
This paper list things to consider in formulating a marketing communications and customer service plan for a clothing retail store such as The Gap.
Page Count:
5 pages (~225 words per page)
File: D0_MTmcplan.rtf
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Unformatted sample text from the term paper:
basis. Because of this, brand names, clothing and store names need to be kept before consumers frequently. There is, however, more to marketing communications than simply running advertising on television
or in newspapers. Retail clothing companies have a variety of venues to use for disseminating information about their clothing and their styles. This paper will examine briefly what some of
those avenues might be for the GAP, a well-known retail clothing chain targeting mainly a younger market. First, while paying for advertising,
it is incumbent on the GAP to develop a strong media and public relations plan as well. Media relations means that the GAP needs to develop contacts among television, magazines
and newspapers and, to an extent, the Internet. That way, when something newsworthy comes along, the GAP can immediately send information to that media contact, without worrying that the information
will somehow not make it to the right place. This can be used effectively throughout the year, particularly during holiday seasons. For example, if the GAP is hosting a clothing
drive for homeless people, this is the type of information that needs to be sent to the media. Speaking of clothing drives
and other community events, marketing communications is another area in which the GAP can make its presence known. One way in which many companies garner publicity and visibility is by
sponsorship of community and national events. For example, in the United States, the Susan B. Komen "Race for the Cure" to target breast cancer is one that everyone knows about
- and sponsorship of this event can tie a company in a consumers mind to such a project. Everyone wants to fight breast cancer. And the GAP, with its affiliate
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