Based on the information provided in the case only, do you think that Target has been effective in its use of advertising and public relations tools? How do these promotional tools help achieve Target’s primary communication objectives? Hint: For full credit, answer each of the two parts in the question above and provide support for your answer. In answering the second part of the question about how these tools help Target achieve its promotional/communication objectives, think about how Target’s advertising and public relations are contributing towards achieving Target’s objectives – individually and together. Target Corporation: Award-Winning Advertising:The CompanyRecognized as one of the most respected companies in the United States, noted for itsphilanthropy, its commitment to health and wellness, the environment, innovation, design, andits shareholders, it is not surprising that Target Corporation is also one of the most savvy retailmarketers today. Target has grown from a single Minnesota store in 1962 to more than 1,500stores in 47 states plus the online Target.com. Estimated 2007 sales are $59.49 billion. Salesgrowth annually has been a healthy 13.1 percent with net income growth of 15.7 percent. Targetis considered the No. 2 discount chain after Walmart.Objectives and StrategyThe company embarked on a path of differentiation more than 20 years ago that it still followstoday. "We knew we would never be able to compete solely on price,” says Michael Francis,senior vice president of marketing. “We knew there was a customer out there who wanted(something different)."From a communication standpoint, the company has several important and overlappingobjectives: the need to deepen the bond with the existing customer who identifies Target as aplace for trendy and exclusive merchandise and to keep her coming back. The Target customerhas a median age of 41, youngest among major retailers, with a median household income of$58,000; 43 percent have children at home; and 43 percent have completed college. Whilemaintaining its base, Target is also looking to broaden its reach with younger consumers, in largepart through advertising.Breakthrough AdvertisingTarget is second to none when it comes to award-winning advertising campaigns that reflect itsaffordable chic, fun, and friendly image. Its ubiquitous bull's-eye logo is recognized by 96percent of all U.S. consumers. Not content with such high recognition, Target now wants to"own the color red." Target has dominated the RAC (Retail Advertising Conference) awards formore than 14 years, winning awards in virtually every possible category and media as well asoverall best of show.In terms of media, Target ads are seen in newspapers, magazines, television, and outdoorbillboards. Target even has its own in-store TV network (Channel Red) playing in its electronicsdepartments that shows Target ads and promos for new CD and DVD releases. One of thebiggest advertising tactics for Target is the newspaper circular listing featured items for theweek.Target also has cleverly utilized promotional events. One such event was the launch of anew apparel line by a British designer that used a London-style double-decker bus as a boutiqueRoger A. Kerin, Steven W. Hartley, Arsenio Bonifacio, Donna Dumont, and Carol Bureau (2021), Marketing The Core, 6th Canadian Edition,McGraw-Hill Ryerson to showcase the line around the country. Two years ago, the retailer staged a "vertical fashionshow" featuring acrobats in harnesses walking down the side of Rockefeller Center whilewearing items from Target's fall collection.Sometimes the Target advertising itself becomes the story - a two-for-one advertisingand public relations bonanza. Target was the sole advertiser for the August 22, 2005, issue ofThe New Yorker. The New Yorker is the paragon of style and upscale cool, perhaps the mostprestigious magazine in the country, and many thought that the image of Target did not fit themedia. The campaign generated controversy and buzz. On the one hand, The New Yorker wasroundly criticized for permitting a single advertiser, unprecedented in its history, and for notprinting some statement saying the advertiser did not have any control over the issue's editorialcontent.On the other hand, an otherwise jaded Adweek columnist gushed about Target's cleverillustrations, the beautifully rendered and conceptually coherent design that matched the visualdesign of the magazine. Describing the effort as the “smartest and most exciting example ofbranded entertainment I have ever seen," the columnist went on to ask, "How manycontemporary American brands have a logo and a visual identity so strong and distinct that it cansustain 21 pages in a single issue without a single product mention or word of text and have it allremain immediately recognizable?"Target has demonstrated that it is willing to take risks. Michael Francis has been knownto say that if an idea sounds a bit scary, it's probably a good idea. One idea that didn't work quiteas planned was painting bull's-eyes on white hermit crab shells as a means for Target to brandthe Spirit Awards in Los Angeles, the week before the Academy Awards. People thought thecrabs were cute until they were bit on their fingers. Well-branded hermit crabs were hanging offfingers in photographs from the event. But the stunt took on a life of its own as people from asfar away as Mexico and San Diego called in over the next 18 months with reports of brandedcrabs on the loose. Undeterred, Target decided it was a great opportunity to send out Target giftcards and turn it into something that was completely unplanned – a find the hermit crabsweepstakes.Effectiveness and AssessmentWhat does Target spend on advertising? The Target annual report suggests that Target spentapproximately $1,170 million on advertising in 2006. Newspaper circulars and media broadcastmade up the bulk of the spending. How does the company evaluate the return on that expense?Winning advertising awards is fine, but what are the key measures for assessing effectiveness?One example was the Target "Tony Bennett" campaign to leverage Bennett's 80thbirthday and his new CD "Duets: An American Classic." Target negotiated an exclusive versionof "Duets" featuring four exclusive tracks and a DVD of the making of the CD, sold exclusivelyat Target. Then the company sponsored a star-studded gala in New York City to celebrate TonyBennett's 80th birthday and the release of his new CD/DVD complete with branded cocktailnapkins and martini glasses distributed to hot New York and Los Angeles clubs. Target ads ranon A&E, TBS, and TNT, as well as in Time, People, and Vanity Fair to support the CD. Target'sad agency also worked with director Rob Marshall to produce an NBC special that aired theRoger A. Kerin, Steven W. Hartley, Arsenio Bonifacio, Donna Dumont, and Carol Bureau (2021), Marketing The Core, 6th Canadian Edition,McGraw-Hill Ryerson

Question

Based on the information provided in the case only, do you think that Target has been effective in its use of advertising and public relations tools? How do these promotional tools help achieve Target’s primary communication objectives? Hint: For full credit, answer each of the two parts in the question above and provide support for your answer. In answering the second part of the question about how these tools help Target achieve its promotional/communication objectives, think about how Target’s advertising and public relations are contributing towards achieving Target’s objectives – individually and together. Target Corporation: Award-Winning Advertising:The CompanyRecognized as one of the most respected companies in the United States, noted for itsphilanthropy, its commitment to health and wellness, the environment, innovation, design, andits shareholders, it is not surprising that Target Corporation is also one of the most savvy retailmarketers today. Target has grown from a single Minnesota store in 1962 to more than 1,500stores in 47 states plus the online Target.com. Estimated 2007 sales are $59.49 billion. Salesgrowth annually has been a healthy 13.1 percent with net income growth of 15.7 percent. Targetis considered the No. 2 discount chain after Walmart.Objectives and StrategyThe company embarked on a path of differentiation more than 20 years ago that it still followstoday. &#34;We knew we would never be able to compete solely on price,” says Michael Francis,senior vice president of marketing. “We knew there was a customer out there who wanted(something different).&#34;From a communication standpoint, the company has several important and overlappingobjectives: the need to deepen the bond with the existing customer who identifies Target as aplace for trendy and exclusive merchandise and to keep her coming back. The Target customerhas a median age of 41, youngest among major retailers, with a median household income of$58,000; 43 percent have children at home; and 43 percent have completed college. Whilemaintaining its base, Target is also looking to broaden its reach with younger consumers, in largepart through advertising.Breakthrough AdvertisingTarget is second to none when it comes to award-winning advertising campaigns that reflect itsaffordable chic, fun, and friendly image. Its ubiquitous bull's-eye logo is recognized by 96percent of all U.S. consumers. Not content with such high recognition, Target now wants to&#34;own the color red.&#34; Target has dominated the RAC (Retail Advertising Conference) awards formore than 14 years, winning awards in virtually every possible category and media as well asoverall best of show.In terms of media, Target ads are seen in newspapers, magazines, television, and outdoorbillboards. Target even has its own in-store TV network (Channel Red) playing in its electronicsdepartments that shows Target ads and promos for new CD and DVD releases. One of thebiggest advertising tactics for Target is the newspaper circular listing featured items for theweek.Target also has cleverly utilized promotional events. One such event was the launch of anew apparel line by a British designer that used a London-style double-decker bus as a boutiqueRoger A. Kerin, Steven W. Hartley, Arsenio Bonifacio, Donna Dumont, and Carol Bureau (2021), Marketing The Core, 6th Canadian Edition,McGraw-Hill Ryerson to showcase the line around the country. Two years ago, the retailer staged a &#34;vertical fashionshow&#34; featuring acrobats in harnesses walking down the side of Rockefeller Center whilewearing items from Target's fall collection.Sometimes the Target advertising itself becomes the story - a two-for-one advertisingand public relations bonanza. Target was the sole advertiser for the August 22, 2005, issue ofThe New Yorker. The New Yorker is the paragon of style and upscale cool, perhaps the mostprestigious magazine in the country, and many thought that the image of Target did not fit themedia. The campaign generated controversy and buzz. On the one hand, The New Yorker wasroundly criticized for permitting a single advertiser, unprecedented in its history, and for notprinting some statement saying the advertiser did not have any control over the issue's editorialcontent.On the other hand, an otherwise jaded Adweek columnist gushed about Target's cleverillustrations, the beautifully rendered and conceptually coherent design that matched the visualdesign of the magazine. Describing the effort as the “smartest and most exciting example ofbranded entertainment I have ever seen,&#34; the columnist went on to ask, &#34;How manycontemporary American brands have a logo and a visual identity so strong and distinct that it cansustain 21 pages in a single issue without a single product mention or word of text and have it allremain immediately recognizable?&#34;Target has demonstrated that it is willing to take risks. Michael Francis has been knownto say that if an idea sounds a bit scary, it's probably a good idea. One idea that didn't work quiteas planned was painting bull's-eyes on white hermit crab shells as a means for Target to brandthe Spirit Awards in Los Angeles, the week before the Academy Awards. People thought thecrabs were cute until they were bit on their fingers. Well-branded hermit crabs were hanging offfingers in photographs from the event. But the stunt took on a life of its own as people from asfar away as Mexico and San Diego called in over the next 18 months with reports of brandedcrabs on the loose. Undeterred, Target decided it was a great opportunity to send out Target giftcards and turn it into something that was completely unplanned – a find the hermit crabsweepstakes.Effectiveness and AssessmentWhat does Target spend on advertising? The Target annual report suggests that Target spentapproximately $1,170 million on advertising in 2006. Newspaper circulars and media broadcastmade up the bulk of the spending. How does the company evaluate the return on that expense?Winning advertising awards is fine, but what are the key measures for assessing effectiveness?One example was the Target &#34;Tony Bennett&#34; campaign to leverage Bennett's 80thbirthday and his new CD &#34;Duets: An American Classic.&#34; Target negotiated an exclusive versionof &#34;Duets&#34; featuring four exclusive tracks and a DVD of the making of the CD, sold exclusivelyat Target. Then the company sponsored a star-studded gala in New York City to celebrate TonyBennett's 80th birthday and the release of his new CD/DVD complete with branded cocktailnapkins and martini glasses distributed to hot New York and Los Angeles clubs. Target ads ranon A&E, TBS, and TNT, as well as in Time, People, and Vanity Fair to support the CD. Target'sad agency also worked with director Rob Marshall to produce an NBC special that aired theRoger A. Kerin, Steven W. Hartley, Arsenio Bonifacio, Donna Dumont, and Carol Bureau (2021), Marketing The Core, 6th Canadian Edition,McGraw-Hill Ryerson

Accepted Answer

Advertising can be defined as form of marketing communication technique. The main aim of advertising…