Black Friday Analysis by Samantha Cuevas Martinez

Purpose

cuevas68 — 2024-12-10 03:59:01 UTC

The purpose of this visual content analysis is to investigate how Black Friday marketing campaigns employ integrated marketing communications (IMC) to influence consumer behavior and maximize sales. This study will analyze the consistency, appeal, and effectiveness of visual messaging across different retail categories and communication platforms.

Literature Basis

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Integrated Marketing Communications: A Strategic Approach

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Provides insights into how coordinated marketing efforts drive consumer engagement, particularly useful for understanding Black Friday campaigns.

Impact of Integrated Marketing Communication on Consumer Behaviour

cuevas68 — 2024-12-10 04:10:45 UTC

Explores how IMC affects decision-making and purchasing behavior, relevant to analyzing Black Friday messaging.

Black Friday and Consumer Culture

cuevas68 — 2024-12-10 04:12:58 UTC

Examines marketing tactics retailers use during Black Friday to capture consumer attention and increase sales.

Sample

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Time Period

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November 15–30, 2024

Region

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U.S.-based retailers. More specifically, South New Jersey

Platforms

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Social media, in-store displays, email campaigns, and online advertisements

Data Collection

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Best Buy

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Best Buy gave a calendar on how this years Thanksgiving's sales were going to happen.

Macy's

cuevas68 — 2024-12-10 04:24:55 UTC

Macy's gave the prices of the stuff to make it more appealing and show how low the prices were.

Amazon

cuevas68 — 2024-12-10 04:28:35 UTC

Amazon took advantage of the popularity and extended their sales for a whole week instead of just one weekend.

Walmart and third parties

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A banner ad from Walmart on a third-party website emphasizing “Lowest Prices of the Year.” and promoting themselves on other places

Target

cuevas68 — 2024-12-10 04:31:12 UTC

A PR announcement from Target detailing their extended hours and special in-store events for Black Friday.

Consistency in Themes

cuevas68 — 2024-12-10 04:32:33 UTC

Across platforms, a sense of urgency and exclusivity is emphasized through countdowns, bold colors (red, black, and yellow), and phrases like “Hurry!” or “Limited Time Only.”

Visual Elements

cuevas68 — 2024-12-10 04:33:36 UTC

Bright, high-contrast colors draw attention, while large fonts highlight key offers. Icons such as clocks or shopping carts reinforce urgency and the call to action.

Segmentation

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Email campaigns target loyal customers, while social media and banners capture a broader audience.

Insights

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IMC ensures that the message remains consistent yet tailored to each platform, creating a cohesive consumer experience that drives traffic and sales.