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Advertising Stew Case Study
Chapter 5 Case
The external advertising agency will provide an outside view of the Dinty Moore line of products. Their view will be more independent, and this will allow for a better picture of how the product line is viewed from outside. The advertising agency will be able to give Luis information regarding how the product situation is, how the customers respond to the products, and will help Dinty Moore to come u with better communications targeted to the customers. They will also assist Dinty Moore to have good communication between the product and the customers.
An advertising agency, will give the company some fresh ideas which can be used to increase sales, and make their product line stand out from the competition Norman, Pepall, & Richards, 2008.
The advertising agency will come up with fresh ideas that will make the brand name remain in the customers mind. Using an advertising agency, the company will also avoid making any communication mistakes that would cost them a lot. The agency will also ensure that all communications are of top quality and are professionally done.
Hiring an external agency ensures that the campaign will be professionally done as the company has people who are trained to do adverts. The agency having specialized in their work will also provide better campaigns and advertisements that will capture the customers. The agency will have a team of professionals,...
The research will assist them to come up with better communication materials and they can target the relevant customers at the right time.
The agency will provide the company with the latest trends in advertising and innovations Spake, D'Souza, Crutchfield, & Morgan, 1999.
This will ensure that the Dinty Moore campaign will be run using the latest advertising trends. They will also help the company to adapt to the latest trends in all its communications.
The advertising agency will have the experience, and they will be better placed to advice Luis on which media to use for the campaign. The agency will also ensure that Louis gets value for the advertisements that will be run, as they will advise on which media to use and the best timings.
Discuss at least three (3) types of advertising planning and research that should be conducted to identify Dinty Moore's most loyal customers and potential new customers
By conducting surveys, the company can get information regarding the products that are loved and which ones are…
References
Norman, G., Pepall, L., & Richards, D. (2008). Generic Product Advertising, Spillovers, and Market Concentration. American Journal of Agricultural Economics, 90(3), 719-732.
Silk, A.J., & Berndt, E.R. (1993). Scale and Scope Effects on Advertising Agency Costs. Marketing Science, 12(1), 53-72.
Spake, D.F., D'Souza, G., Crutchfield, T.N., & Morgan, R.M. (1999). Advertising Agency Compensation: An Agency Theory Explanation. Journal of Advertising, 28(3), 53-72.
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