Critique Review

This advertisement critique was done in my Consumer Behavior class.  This class took place in the summer of 2002 and was taught by Mrs. Laforge.  This course was very interesting because it helped one to realize how and why consumers feel the way they do before purchasing a product.  It also helped me to understand how consumers relate to different slogans and promotional plans that companies use to increase sales.  This knowledge will help me to develop a better sales plan for any product that I may need to sale during my career. 

This particular advertisement critique was done on the Buddy Lee campaign that Lee ran for a period of time.  I had to look into the reasons that the campaign was put into place, and whether or not the goals of the plan were met in the process.  There are many advertising plan that just do not relate to the consumers the way that they were meant to.  The company will have objectives that they hope will be met by the plan.  These objectives could include anything from basic awareness to creating a new image for the company or product. 

The Buddy Lee campaign seemed to have done a good job in accomplishing its objectives.  The campaign effectively reached the Generation Y audience, which was one of its goals.  This ad also did a good job of taking the older image that Lee currently had and transformed it into a younger and tougher “Can’t bust ‘em” image.  This image also entailed brave or hero type qualities that the jeans seem to give the individuals who where them.  The goals of reaching a target audience and changing an image were met by this promotional plan.  Lee did a very good job of meeting their advertising objectives, and have seen the results of this through improved sales and a new and stronger customer base.