1. What key
characteristics of Ginch Gonch’s advertising makes them unique? Why do you think consumers buy Ginch Gonch
products?
“Through the use of sexually risqué branding
techniques aimed at diverse lifestyles, unique styles, and the company motto ‘Live
Like A Kid,’ Ginch Gonch demonstrates that if
you have a premium product, great advertising, a market niche, and a
passion for innovative branding, sales will follow.” Brand Story by Joseph Hancock page 157 Consumers
take the marketing techniques used to heart.
They connect with the brand and want to purchase from this company.
2. Do you think it is
ethical to use sex to sell products? Can
you think of other retailers who do this?
How does it make their products more desirable?
In my opinion, it is not ethical to use sex to sell
products, however that doesn’t stop the success the companies receive using
this method. Many retailers such as
Dolce & Gabbana and Victoria’s Secret use sex to sell products. Sex being sold in advertisements is virtually
unavoidable in today’s world. “…brands such as Calvin Klein allude to sexuality in their
advertising campaigns, the goal of Ginch Gonch is to put it right ‘in your
face.’” Brand Story by Joseph
Hancock page 164 I think these brands who stray from sexual
advertisements show class, which appeals to me more than sex.
3. Why do you think
Jason Sutherland decided to market to the gay community? Do you think there are a lot of gay
consumers? Why?
“Gay men have traditionally shown an
interest in their appearance and the latest developments in clothing and
fashion.” Brand Story by
Joseph Hancock page 164 It is important to market to those who
are interested in their looks, in fashion, and in feeling good about
themselves. Gay men are drawn to this
brand because it is marketed directly toward them. However on the flip side, the ads aimed
toward straight people give a different vibe, which is very clever while using,
virtually, the same ad.
4. If you were in
charge of Ginch Gonch’s next fashion assortment what would you call it? Why?
I would call Ginch Gonch’s next fashion assortment "Bum Da
Dum Dum." That tune is played in movies
when trouble is coming. Bum is also a
play on words, referring to a person’s rear end. The line would include famous spy and
detective prints such as 007 or Sherlock Holmes.
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