MoD 3 Case Assign Promotion; Advertising, Selling - Essay Example

ondly, old navy company has targeted this population since it is one of the underutilized potential of the male population since for a long time people have assumed that male population does not like shopping. However, this is fallacious since the only different thing about shopping for the male population is that they have different shopping habits than those for women. These facts on male usage of mobile phones were corroborated by research that was conducted in France, Germany, Italy, Spain and UK which found out that for every female that accessed mobile banking, there were twice as much men who accessed the service; this proved that mobile usage among men was higher compared to that of women.

Studies carried out to determine the effectiveness of gender based ads in relation the gender-neutral ones showed that the gender specific adverts were likely to generate more traffic compared to the gender-neutral ones therefore, targeting the adverts towards men would likely bring more traffic to the sites that hosted the adverts online. In addition, it has been found out adverts that are specifically targeted towards men generate up to five times more revenue than the gender neutral ones. Ads that are targeted toward men found out the likelihood of men returning back to the site to make purchases were more compared to those targeting women or the gender neutral ones (Behind the campaign: Old Navy goes after men in new ad push, 2011).

Since the promotion was to be in form of mobile content and in online sites such as YouTube and Facebook, the choice of this generation, which is also referred to as the millennials is perfect due to their comfort in using technology (Digital marketing works better for Millennials than TV, 2012; Zeng, Huang & Dou, 2009). In addition, this generation has been used to on demand entertainment and continual stimulation making it perfect for online ads. Due to the demands of this generation, televisions ads would not be effective as they only