Millennials in particular often make purchases online via tablet or smartphone (More
than once a month). They also have a higher tendency to shop at unfamiliar locations
as opposed to older generations. There is less brand loyalty overall.
CAMPAIGN QUESTIONS
1.
Pinnacle Malibu wants to increase its awareness and foot traffic in its Malibu
clothing store. Our assignment is to address this issue. We are to create a full-fledged
advertising campaign aimed at increasing the brand awareness of Pinnacle Malibu.
2.
We found through extensive research that the greatest and most effective
audience to communicate with to increase the awareness and amount of people that
shop at Pinnacle Malibu is the female student population at Pepperdine University.
3.
The problem that Pinnacle Malibu faces is one of awareness. Their location is at
the crossing of PCH and Kanan Road in Malibu is not a large commercial center.
Through our research we found that nearly none of the female students at Pepperdine
knew what the business was, or that it even existed. This problem gives us a great
opportunity to increase the awareness of the business with Pepperdine’s student
female population, a very large market that shops in places like P [