5. Case Summary
1. A retailer JCPenney aired an
advertisement. In the ad a
teenage girl was trying on
jeans when her mother asked
her stopping if she is going
to school by wearing the
jeans. Then the mother
yanked the jeans even lower
on her daughters hips.
As a result of the ad ,
parents were complaining
that the act done by the
mother was not the usual
6. Case Summary
2. JCPenney also sold a T-
shirt for a short period. On
the T-shirt there was a
slogan “Homeskooled”
which created bad publicity
as there was broken down
mobile home on the front of
the T-shirt which was
offensive to the consumers.
8. ProblemStatements
1. What steps could JCPenney marketers have taken in
the planning stage of their advertising campaign to
avoid these mistakes?
2. How could Penney use public relations strategies to
counteract the bad publicity it received as a result of
the ad and the T-shirts?
13. Implications of the step on case
The marketers could have emphasized on product
characteristics of jeans as
superior stitching
well structured
color diversity
style
14. Advertising Messages
Appropriate message
transformation through visual
and verbal components
Meaningful, believable and
distinctive message
Tone of appeal, extent of
information, side of the story
15. Implications of the step on case
The marketers could have noticed the side effect
of the story before airing
To make the ad fashion forward, the mother could
forbid her daughter in such a way that is
meaningful and adjust with the attitude of the
consumers
17. Developing and preparing ads:
Gain attention and interest
Inform and pursue
Lead to purchase or other
direct action
Refining the thought into a
layout
Ready to execute
Evolution
18. Implications of the step on case:
The marketers had plan to make the ad fashion
forward but failed to pursue the consumer as it created
bad publicity which ultimately lead to less sale
They could have focused on the qualities of jeans
rather than the attitude of consumer to use to pursue
23. Public Relation:
The relationship of business
has with the public
Promote products and services
Created by corporate ethical
conduct and environmental and
international issues
Link between the firm and the
media
24. Benefits of PR:
A. Handling bad publicity
B. Write great press releases
C. Create good media relations
D. Publishes business and build up good reputation
E. Creates positive awareness and drives sales
26. Handling bad publicity:
When complaints arise due to bad
publicity, to handling this the
marketers should-
Respond quickly, honestly and
decisively
If any mistakes done by firm then
apologize
Tell side of the story with written
statement
Communicate through proper media
Make amends
Produce positive PR
27. Implications on the case:
JCPenney could apologize first
Tell their side of the story which was to make the
jeans fashion forward with a written statement
Make correction on the front of the T-shirt by
removing message or modifying it
Make a new consumer friendly advertisement
