Rihanna Rebl Fleur In-Class Assignment PDF

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Here is my submission for the BUSN296/COMM296 in-class assignment. I received 2/2....

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PROMOTION, PART III

!COMM 296: INTRO

Full Name: Prajwal Chadha Full Name: Jordan Chai Full Name: Erin Chute Full Name: Robert Savage

Promotion Wrap-up with Instructions: !Read the article excerpt and answer the questions on the reverse. Adapted from:

For Rihanna’s perfume, a video meant for rewatching Andrew Adam Newman,! The New York Times Published February 9, 2011 To introduce a new perfume named for the singer !Rihanna!, !Parlux Fragrance marketing efforts primarily on an online video to be introduced by Friday. The n Fleur by Rihanna, is, as its name suggests, meant to evoke both the rebellious an the singer, and a video featuring her that is the centerpiece of an online campaig that duality. The video by !Droga5!, a Manhattan agency, is expected to be uploaded to !riha and on video-sharing Web sites like YouTube and Vimeo. The goal, naturally, is f viral, and Droga5 is projecting that it will be viewed more than 20 million times more realistic than it may sound is the staggering popularity of Rihanna, who ha million followers on Facebook and more than 3.2 million on Twitter. The singer the video through both of those social networks. For Parlux, the campaign invests an unprecedented amount of resources into campaign. But it also relies on more traditional advertising. Reb’l Fleur billboard for monthlong runs on Sunset Boulevard in Los Angeles and in Times Square. Ra introducing scents as it often does, magazine advertising will bring up the rear, a Lucky, Juicy, and People Style Watch. For three months, the perfume also will be advertised in 363 movie theaters version of the online video; as moviegoers exit the theaters representatives from hand them scented cards. The brand expects to hand out about seven million of them not to everyone but rather to the target demographic for Reb’l Fleur: wom In all, the campaign is expected to cost $4 million to $5 million. It represents launch we’ve had for some time” for Parlux, said Mr. Purches, the founder of the

PROMOTION, PART III

!COMM 296: INTRO

1. Is Reb’l Fleur an example of co-branding or co-marketing? Why? This is co-branding because Rihanna and Parlux fragrances each are their own brand w and consumer base where the product itself is novel.

2. Which promotional objective(s) (i.e., inform, persuade, or remind) is the campaign Why?

This is persuasion as there is no new information given on the product. The video adv feelings with the aim that customers will associate such with the product.

3. Fill out the table with examples of different types of promotions described in the a Type of Promotion? (Advertising, PR, Sales Promotion, Direct Marketing, or Personal Selling)

Promotional Tactic (Remember tactics are specific!) Having articles written about the

PR

P

Sales Promotion

P

Advertisement

P

upcoming release to boost anticipation and reaction

Handing out scented cards to their target market (Women aged 18-24) By doing this video for Rihanna, Droga5 is gaining exposure via her image and increasing chances that other companies will want to use them to sell products.

PROMOTION, PART III

has 24 Million Followers on Facebook and 3.2 Million Followers on Twitter)

!COMM 296: INTRO...