The magazine sections of book stores and pharmacies fill a sizeable portion of square footage by covering a range of titles from Teen People to Harley Davidson. Thousands of consumer magazines have been founded over the past decade, including 440 last year alone, nearly all of them born targeted. Only about 10% of the 6,200 consumer magazines published in the U.S. are general-interest titles, down from 30% two decades ago.
However, because of the ever increasing cost of paper and printing and the growing numbers of people going online to read about their special interests, the Internet is fast becoming the Mecca of targeted publications and the advertisements that go hand in hand with them. What makes it more enticing is being able to capture the names and locations of these online users through electronic tricks of the trade and market other things to them as well. As time goes on, other vehicles will take part of the markets. For example, what will happen when it becomes easier and easier for people to use their cell phone evolves as a media player, enabling people to read news reports, watch video, or play games.
Go online now, and everywhere there are banners, popups, ad videos, etc., etc., etc. Build it and they shall come, so why not ads on cell phones as well? ESPN, which is making sure its sports programming and stories can be found everywhere, call the cell phone their "third screen," after the TV and PC. More than 50,000 cell-phone users subscribe to ESPN BottomLine, a service that sends out constantly updated sports news and scores.
Will mass advertising go the way of the dinosaur and be consumed by targeted micromarketing? This probably will not happen completely for several reasons. One, specialized marketing is expensive. It is much more costly to develop six...
JC Penny Makeover Background on U.S. Department Stores and Background on J.C. Penney Dr. Robert Tamilia (Marketing professor at the University of Quebec at Montreal) explains that the department store in America not only "…revolutionized the retail store," and the shopping experience, and the available of products and promotional techniques, the department store contributed in a major way to the evolution of "...hiring practices and inventory control procedures" (Tamilia, 2002, p. 3).
JC Penny is an iconic American brand that has catered specifically to the middle class for generations. This strategy upon inception was beneficial, as JCP was able to operate in the great depression. Through use of a "Fair Price" model, customers flocked to JCP for its value orientation. This allowed the company to grow even in the midst of the great depression. However, capitalism evokes change even in the most
Organizational Behavior The Transformation of JC Penny for the New Century Organizational behavior is the study of how the actions of individuals, groups, and structures influence the behavior of an organization. Organizational culture refers to the characteristics that define the organization and make them unique. Organizational culture refers to communication styles, management styles, interaction styles, policies and procedures, as well as the manner of dress within the organization. Organizational culture influences organizational
JC Penney: J.C. Penney Company, Inc. is a holding firm with the main operating subsidiary known as J.C Corporation, Inc. The company sells accessories, family apparel and footwear, beauty products, home furnishings, and fine and fashion jewelry in its department stores in America and Puerto Rico. Since its inception, this company has grown to become a major retailer that operates approximately 1,106 department stores by the beginning of 2011. The business
JC Penney's New Pricing Strategy J.C. Penney was founded in 1902 by James Cash Penney, and by 1907 he had purchased full interest in three locations, moving his company headquarters from Wyoming to Salt Lake City in 1909. By 1912, there were 34 stores in the Rocky Mountain State areas. By 1928 Penny's had opened 1000 stores and by 1941 had 1600 stores in all 48 states. Penny's began national advertising
External Factors Penny's proposed new pricing strategy The new Penny's proposed strategy is a revitalization strategy that is directed at the pricing procedures within the company. According to Penny, there should be a "Fair and Squire Every Day" pricing strategy. This new pricing strategy was not there initially. The transformations, which are also done by JC Penny's CEO Ron Johnson, are ambitious plans, which are geared at changing the phase of
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