QUESTION
La z boy company
have to do “advertising execution” and “draft advertisement”
SOLUTION
Advertising Plan for La-z-boy’s new stylish range
Advertising Execution
La-z-boy Furniture Industries, Inc. is a subsidiary of full-line furniture manufacturer Furniture Brands International. The brand has more than 135 Home Furnishing stores, which carry only La-z-boy products, and dedicated galleries in more than 400 leading independent retail furniture stores. The company has launched a new stylish range of furniture which is inspired by the style and persona of late Hollywood legend James Stewart who is still known for his fabulous and impressive personality. The target audience for La-z-boy’s new stylish range are people of 25-54 years of age with the $95,000 plus incomes. A marketing research shows that the internet, magazines, newspapers and TV, in that order, have a great impact on these people. Thus La-z-boy is starting a magazine advertisement campaign to introduce the new range of home fashion furniture. The campaign will be an initiative to promote La-z-boy as a one stop solution for all interior designing needs apart from introducing its products. The advertisement campaign will be seen in 35 publications with 60 insertions by the end of the year. The company will adopt the route of campaigning through print media in order to market its brand. The company is planning to undertake is very optical approach. The campaign will be affective and will aim at driving masses to the stores. The advertisement will aim at connecting decoration of one’s home with the fashion figure. Women will be the most important target of the campaign. The tagline “It’s all about yoU” has been created with an objective of making one’s experience of decorating home more personal. The advertisement will be showing a room with people, with an aim to break the tradition of customary magazine furniture advertisement showing just furniture. Through this campaign, the consumers will be taken through the wide-ranging stylish furniture of the company. The Stewart collection comprises of more than 80 pieces of furniture, rugs and accessories and is expected to hit store floors soon. The campaign will be designed in such a manner that it will compel consumer to browse the company’s whole range. Along with print media, company will also feature its advertisement on websites like yahoo, msn, Google, HGTV and BH&G. The company will be spending an estimated amount of $ 4 million on this advertisement campaign.
Advertisement Draft
The print advertising campaign of La-z-boy furniture 2012 which will be published in magazines related to women, home and style will collate its customers to the Golden Era of Hollywood through its new licensed furniture range, Stewart. In order to position the Stewart collection furniture as scrupulous and mesmeric, yet cosy and fascinating, Hollywood legend James Stewart has been placed in the front and centre in the print campaign. Additionally, the ads reveal La-z-boy’s emersion as a novel chief of voguish charm with its “The style lives here” tagline. The campaign comprises of ten pages and is styled in an archaic leather-bound family photo album stitched with white thread. The front imitates the front cover of the album and simply reads, “The return of most romantic era of Hollywood”. Once the album is opened, it opens to reveal what appear to be family photos – some old, black and whites, some new – seemingly attached to the black pages with paste-on photo corners.
The subject of the photographs is very dramatic where gracefully and stylishly dressed James Stewart is posing in wide-shot rooms settings with interesting close-ups. Simple and minimum texts have been used in the advertisements For example a very basic statement such as “Bringing back…,” accompanied with the Stewart and La-z-boy logos and the tagline, “The stylish romantic era of Hollywood with the Stewart Collection… now within reach.”
Spreads of three pages and an advertisement of one page will also be used along with this ten page inserts. Ease and beauty of La-z-boy’s furniture, idiosyncrasy and style of James Stewart and glitz and romance of the Hollywood era of 1920s are the main elements of the campaign. The print advertisement has been designed very finely with the aim of assimilating these three major essences of the campaign and positions them as single unique feature of the new range in the minds of consumers. Stewart is the emblem of concinnity and panache. Even after almost 15 years of his death, he is still one of the most accredited and treasured celebrities among women as well as men. He is remembered for his spectacular acting talent and tough but romantic onscreen personae as well as for the man that he was—individualistic, stylish and a true bon vivant. Efforts have been taken to grasp the efficacy of Stewart in the print ads the way it has been incorporated in the Stewart collection and connect it with beautiful living. The stylish living and dining room pieces which are tempting for a luxurious experience and graceful and comfortable bedroom furniture making one’s bedroom the paramount resort are the key highlights of the print ad. The aim of the print ad is to depict the furniture range as courteous yet convenient.
The ten page insert will be kicked off to commence the new campaign in July 2012 and is scheduled to continue through rest of the year. Publications like Better Homes and Gardens, Allure, Cosmopolitan, Elle, The Oprah, Vogue, W, Unique homes, Upscale living and Vegas have been selected to launch the campaign. Later in the beginning of August 2012, the three page spread will start appearing with renovation Style, Real Simple, Living Room and Southern Accents added. Additional inserts, spreads and one-page ads will continue throughout the year to include Midwest Living, Coastal Living, Country Home and Victoria. People who express their style of living, splender and choice through their home and look for influence of flamboyance and romance on their decor are the target customers of this new range by La-z-boy. Most of the readers of these publications fall in the mentioned category. The readers are chiefly women, upwardly mobile young professionals, single and married alike, as well as adventurous empty nesters.
References
St. Louis Business Journal, 2003. Furniture Brands paying $2.5M for Stewart ad campaign. [online] Available at: < http://www.bizjournals.com/stlouis/stories/2003/02/24/daily34.html> [Accessed 14 May 2012 ].
Furniture World, 2004. La-z-boy Furniture Reveals 2003 Stewart Collection Print Ad Campaign. [online] Available at: < http://furninfo.com/News%20Archive/1284> [Accessed 14 May 2012 ].
Sloan, C. , 2006. New La-z-boy print ads set tone for branding effort, [online] Available at:< http://www.furnituretoday.com/article/35862-New_La-z-boy _print_ads_set_tone_for_branding_effort.php> [Accessed 22 June 2009].
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