Gentle 1
Paige Gentle
Sheilia Dorn
Advertising
Jessica Simpson: Engaging with Consumers
The view of a marketing mix has expanded to incorporate online, and alternative methods
of communication. It now includes database marketing, sponsorships, online marketing, social
media, guerilla marketing, alternative marketing, and public relations programs. Advances in
technology and communications have dramatically changed marketing. Technology enables
instant communication between business executives, employees, and customers.
The Jessica Simpson Collection comprises over 30 product categories, from shoes to
sunglasses and jewelry. Jessica Simpson’s emphasis on customer engagement is the IMC
component that sets her brand a part from any other. For customers to take advantage of brand
initiatives customers must develop emotional commitments to the brand and have feelings of
confidence, integrity, pride, and passion toward. Jessica Simpson is approachable and someone
that her customers can relate to and admire. Jessica Simpson makes it her mission to make
women feel confident in what they wear. She is so relatable because she knows what it feels like
to be bigger than the runway size 2 and over the years her weight has fluctuated a lot and she’s
okay with that. She coached women to embrace their body. Simpson and her employees watch
what consumers are buying very carefully and supply for their needs. She tells that the customers
who shop in khols purchase different products from those shopping in Macy’s and her team tries
very hard to provide what the consumer is looking for. Quality IMC programs help maintain the
strong voice a company needs to ensure the customers hear its message. IMC helps company
