Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

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Hanes: Evaluation and Brand Loyalty
Kelsey Van Sickle proudly accepted the promotion to brand manager for the Hanes line of men's undergarments. The line includes undershirts, briefs, boxers, and boxer briefs. The line has been widely distributed in a variety of stores, ranging from Kohl's and JCPenney to less expensive retailers.
The Hanes tagline "Wait 'til we get our Hanes on you" has served the company well. Brand awareness remains high. Kelsey was interested in enhancing or improving brand loyalty. She had all of the marketing tools at her disposal, including bonus packs, coupons, contests or sweepstakes, price-off deals, plus several incentives to be offered to retail stores, most notably cooperative advertising.
The advertising agency employed by Kelsey had recently encountered a public relations problem. Celebrity endorser Charlie Sheen had run into legal problems and was dropped. Sheen and basketball legend Michael Jordan appeared in a series of humor-based commercials for Hanes products.
The agency and Kelsey viewed the moment as an opportunity. Kelsey suggested that a new campaign should be developed, perhaps one more focused on product quality. She wondered whether greater long-term loyalty emerges from perceptions of quality as opposed to simply competing based on price or consumer promotions. She concluded that a well-designed consumer promotions program might enhance an advertising campaign.
The primary competitors for Hanes men's underwear may be found in three areas. First, higher-priced products designed to entice wealthy or fashion-conscious consumers are available in stores such as Saks Fifth Avenue. Second, comparable products, especially those produced by Fruit of the Loom, are on the market. Hanes competes for both consumer loyalty and shelf space with these items. Third, lower-end and generic undergarments are often sold side-by-side with Hanes and Fruit of the Loom.
Kelsey charged the advertising agency with engaging in some basic product and brand research. She wanted focus groups with members that purchase Hanes to tell her why they buy the items. She also wanted them to explain whether they were brand loyal or if buying Hanes was simply a habit that could be influenced by consumer promotions. Finally, she wanted to know what kinds of advertisements would cause them to take the time to watch the commercial and pay attention to its content.
Pricing was an additional concern. In 2008, a major recession had begun that reached many countries. Kelsey had heard that consumers had trended to more cost-conscious purchases, even for basic clothing necessities such as underwear. She wondered if an optimal price-quality perception could be established for Hanes.
1. What IMC objectives are important to Kelsey
2. What types of message evaluation techniques should Hanes and the advertising agency use when developing the next set of commercials for television and print (magazines)
3. Are there any online evaluation metrics that would be valuable to Kelsey's efforts
4. What types of respondent behavior evaluations should Hanes and the advertising agency employ for the next set of commercials
5. hich consumer promotions should Hanes use How should they be evaluated
6. What long-term IMC criteria should be used to assess the Hanes men's underwear brand

Kelsey suggested a new campaign for the Hanes line of men's underwear she now managed.