Levi's jeans advertising

International marketing communications
Critique of a Global Marcoms Campaign
Levi¡¦s Type 1 Jeans Campaign
Introduction

This paper is going to access an international organization¡¦s marcomss and critic its current ineffective marketing campaign as well as giving recommendations for its future marcom campaigns. Levi¡¦s had been chosen as the organization to be accessed and giving suggestions. There are several reasons for choosing Levi¡¦s, firstly; Levi¡¦s is most popular brand of jeans selling worldwide. Secondly, Levi¡¦s traditionally spend huge amount of money on its marcom campaigns. Thirdly, Jeans market is becoming more competitive nowadays as the emergence of designer brands and more fashion jeans brands.

This paper will be divided into four chapters. The first chapter is the introduction of whole paper which will discuss about the reason of choosing Levi¡¦s and the structure of this paper. The second chapter is the background information of Levi¡¦s and...