Chapter 16 : Advertising, Public Relations, and Sales Promotion

       Banana Republic is a company that has used several types of advertising throughout its company’s history. They have utilized institutional advertising in order to enhance the image of the company as a whole and they have also been known to use product advertising, which is specific to certain clothing lines they want to sell. This could be seen with the release of such collections as the Mad Men collection, and their collaborations with designers such as Milly and L’Wren Scott. With their latest ad campaign, it seems theirs advertising has taken on a few of the characteristics of advocacy advertising. It includes images and video of a homosexual couple (as well as many other people in different types of relationships). This demonstrates the company's support of LGBT rights and only a few companies have ever done something like this in an ad campaign.  

An ad/promotion for Banana Republic's L'Wren Scott collection

Banana Republic's latest ad campaign demonstrates support of the LGBT community

       The company doesn’t just use one medium when advertising. They are a big enough company and have enough funds allocated to marketing that they can market their stores and products in many ways. Banana Republic ads can be seen on TV, magazines, the Internet, and on many sources of outdoor media such as billboards, bus stop shelters, buses, etc.. Banana Republic’s marketing team extensively researches the best places to place their ads in order to reach the most eyes and this is all part of the company’s marketing mix. 

One of Banana Republic's ads on a billboard

       In terms of publicity, Banana Republic (as well as its parent company, Gap, Inc.) has been known to send press releases in order to draw attention to new products or something the company is doing. Good press releases can often build up consumer excitement and goodwill about the brand. Should anything go wrong within the company, a crisis management team will step in in order to communicate with the public in a more efficient way. The company’s website is also an integral part of the company’s public relations. It introduces new products and provides information to the media. There are online reviews and it is also connected to the company’s social media sites such as Facebook and Twitter. 

       One of the most important aspects of the buying experience at Banana Republic is their frequent buyer program, or their Banana card. Banana Republic believes that by getting a consumer to take out a Banana card it will create longterm customer loyalty. It also makes for a happy customer. With a card, customers get special promotions they wouldn’t normally, special services are offered to them, and rewards are received for every purchase (almost like a “cash back" that can be redeemed at all Gap, Inc. stores). Banana Republic believes this program is important for maintaining a good relationship with its customers. 

The "frequent buyer program" or rewards program that is offered to Banana Republic customers