Rise of Consumer Culture

Rise of Consumer Culture

            Advertising is an important business tool used by businesses to popularize and reach new markets. Advertising is a marketing communication where businesses communicate with users of services and products (Percy, 2016). The advertisers pay and control the advertisement messages. Advertisement messages are communicated through television, radio, newspapers, magazines, internet, posters, and hoardings.

Branding is the process of creating a unique name and image of a particular product in consumers’ mind through advertising campaigns (Dinnie, 2015). Businesses organizations use branding business tool to differentiate their products from the rival products to attract and retain more customers. Both small and large businesses use branding to compete favorably in the market.

Commercial advertising is generally the use of advertising to generate revenue. Advertising is typically designed to make consumers more aware of a certain product or service. Commercial advertising allows businesses to reach new markets by taking businesses’ messages directly to consumer campaigns (Dinnie, 2015). Commercial advertising agencies allow businesses to control advertising messages so that advertising meets the intended purpose. Various forms of commercial advertising exist, and business organizations select forms of advertising depending on the purpose of their advertising. Television advertising and newspapers advertising are commonly used in the modern business world. Television advertising is a span of television programming produced to convey message aimed to market a particular product or service. Newspaper advertising is a form of print advertising that runs in local or national, daily or weekly news publications. Many people read newspapers; therefore, advertised messages on newspapers reach many potential customers.

Levi jeans company was founded in May 1853 by a German immigrant Levi Strauss (Baumgarten, 2018). Levi Jeans company is an American clothing company that is commonly known by its brand name Levi jeans. The company’s current products include jeans, trousers, shirts, shorts, skirts, blouses, and shoes targeted for both men and women. Currently, Levi jeans company rely on social media marketing platforms such as Facebook and YouTube for advertising clothing products. “Levi has the best fitting blue jeans” is an advertising narrative for Levi Jeans Company. The company logo for the company is shown below, and it consist of the name of the company to popularize the company.

Diesel jeans company is an Italian clothing company located in Breganze, Italy. The clothing company was founded in 1976 by Renzo Rosso (Vianelli, 2016), the company opened flagship stores in New York, Rome, and San Francisco. The company deals with clothing wears for both men and women. The company is known for using newspapers and television advertising to popularize its clothing products. “A vast assortment of jeans” is an advertising clause used by Diesel jeans company. The logo for the company appears on all the Diesel jeans company products for marketing purpose.

Mud Jeans company is a clothing company based in Netherlands (Will, 2016). The company was launched by Bert Van Son in 2012. Mud Jeans Company launched a program in 2013 that allowed for the return of the old jeans by consumers for recycling. Mud Jeans Company has Twitter, Facebook, and Instagram accounts where Ads are posted to reach new potential buyers. The company has a website where purchases and payments can be made online. “Mud jeans makes high quality jeans in a sustainable way. Old jeans are recycled after use” is an advertising narrative used by the company to inform the customers about the recycling policy of the company. The Mud Jeans Company logo is shown below.

To select the best company where I will purchase a pair of jeans as my preset, I will analyze the quality of jeans from each company.

The cost of all the jeans from the three companies is approximately the same, therefore cost is not a determinant factor in this case. However, Mud jeans have less weight, which allows for faster cleaning. Mud jeans company allows for recycle of the jeans after they get old, therefore, I will return the jean for another one when it gets old. In addition, I will select the jeans from Mud company because online purchase and free delivery is allowed.

References

Baumgarten, M. D. (2018). Levi Strauss: The Man Who Gave Blue Jeans to the World by Lynn             Downey. American Jewish History, 102(3), 442-444.

Dinnie, K. (2015). Nation branding: Concepts, issues, practice. Routledge.

Percy, L. (2016). Strategic advertising management. Oxford University Press.

Vianelli, D., Pegan, G., & Valta, M. (2016). Diesel: An Unconventional, Innovative,         International-Lifestyle, Italian Company. In Fashion Brand Internationalization (pp. 65-     88). Palgrave Pivot, New York.

Will, M. (2017). 8. A SUSTAINABLE COMPANY IS POSSIBLE-SOME CASE STUDIES     AND A MATURITY MODEL. Good Practices, 131.