Research Paper on:
Gap Customer Service and Marketing Communications

Unformatted Sample Text from the Research Paper:
basis. Because of this, brand names, clothing and store names need to be kept before consumers frequently. There is, however, more to marketing communications than simply running advertising on television  or in newspapers. Retail clothing companies have a variety of venues to use for disseminating information about their clothing and their styles. This paper will examine briefly what some of  those avenues might be for the GAP, a well-known retail clothing chain targeting mainly a younger market. First, while paying for advertising,  it is incumbent on the GAP to develop a strong media and public relations plan as well. Media relations means that the GAP needs to develop contacts among television, magazines  and newspapers and, to an extent, the Internet. That way, when something newsworthy comes along, the GAP can immediately send information to that media contact, without worrying that the information  will somehow not make it to the right place. This can be used effectively throughout the year, particularly during holiday seasons. For example, if the GAP is hosting a clothing  drive for homeless people, this is the type of information that needs to be sent to the media. Speaking of clothing drives  and other community events, marketing communications is another area in which the GAP can make its presence known. One way in which many companies garner publicity and visibility is by  sponsorship of community and national events. For example, in the United States, the Susan B. Komen "Race for the Cure" to target breast cancer is one that everyone knows about  - and sponsorship of this event can tie a company in a consumers mind to such a project. Everyone wants to fight breast cancer. And the GAP, with its affiliate