Wednesday, 11 June 2014
develop an advertising campaign for the entire line
Eli gave you the following Web sites for additional information.
• http://www.hormelfoods.com/ • http://www.castleberrys.com/ • http://www.pinnaclefoodscorp.com/ Eli’s first
assignment in his new position is to develop an advertising
campaign for the entire line. The campaign would be produced
starting in a few months, once information is gathered. The ads are
scheduled to run on a pulsating schedule, with the first burst
beginning soon after they are produced. Eli decided he needs more
information before moving forward, and that is where you come in.
He wants to know: • More about the role price plays in purchasing
decisions. • Consumers’ perceptions of the quality of the Dinty
Moore line as compared to Armour and Castleberry’s. • He also would
like information about consumer promotions, especially coupons and
price-off programs. • He also wants to investigate possibilities
for cooperative advertising with grocery stores, as well as tie-ins
with other food products. Eli wants to begin a new era in his
company where Dinty Moore moves to the strongest position in the
marketplace as the top-of-mind and top choice brand. Eli would like
you to explore several issues for him and prepare a PowerPoint
presentation with your findings that he can use with his team. Use
bullet points and include notes with more details. Your PowerPoint
should include a cover slide, at least 10 content slides, and a
final slide with references. Below are the issues you should
address in your presentation. 1. Should Eli hire an external
advertising agency for the campaign, or perform most of the tasks
in-house? Why? 2. If an external agency is chosen, what relevant
experiences would be most helpful to Eli and Dinty Moore? If most
of the work should be performed in-house, what skills and
experiences should DInty Moore have in-house? 3. What types of
advertising planning and research should be conducted to identify
Dinty Moore’s most loyal customers and potential new customers? 4.
Design a creative brief for the upcoming Dinty Moore advertising
campaign.
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