Vans-Advertising and Public Relations, Essay Example

Determine who Vans considers its customers to be. Explain how the company reaches them with its marketing messages.

Vans basically target the young generation who are most likely interested and want to get involved in music, sports and extreme fun which the PR officers use in their marketing approach. Relatively, they also get involved in television marketing as the PR officers believe that their target market get much interested in what the company could offer them if they could actually visually see and experience them. To make sure that they reach the right market, they have produced a TV program in FOX Sports Channel; most likely though, this only creates response from mostly male clients. For ladies, the company ties up with Teen Vague to be able to establish a sense of lifestyle that would set a trend among teen girls. This approach is recognized by the company as vertical marketing.

Explain how Vans chooses causes for its cause related marketing.

As part of its company’s social responsibility, the organization finds a way to give back to the community during special events hosted by different cities in different states were Vans shops are located. They tend to hold charity events to raise funds through inviting skaters and extreme sport enthusiasts to join in the tournaments and provide funding for the target beneficiaries of the programs.

Decide how Vans ensures its print ads fit the publications they appear in.

Back in the years, the company concentrated in utilizing TV ad programs. However, as the time changes and the media tools used by their clients transform, the company also created necessary measures to be sure they still get the attention of the right people using the right methods which includes internet marketing. Using website marketing as well as social networking, Vans now introduces and promotes most of its events online to reach the right kind of consumers. They however still cling to the importance of continuously using well focused TV program production that would boost up their market presence.

Describe the role of the Internet in Van’s communication strategy.

The internet at present plays the primary role of reaching out to the young clients of the company. Knowing that the youth today are most likely hooked up with utilizing the internet for almost all their communication operations, the company makes sure that they are able to utilize the said tool for communication effectively. Venturing into the realms of cloud computing which includes directly reaching clients through mobile or other device-based internet access, the company makes sure that they remain “heard from” all the time.