Advertising Stew Case Study Chapter 5 Case

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, and they can brain storm to provide creative ideas than if the company used its in-house department.

Explain three (3) relevant experiences of an external agency that would be helpful to Luis and the Dinty Moore brand

The external advertising agency will provide Luis and Dinty Moore brand with the relevant market research that would be beneficial for the new campaign. 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 not. From the survey questions, they can also establish reasons as to why customers do not like or like certain products. Using the surveys, the company can also find out who their loyal customers are and where they are from which would help the company better understand its customers.

Having loyalty programs for customers is a good way to identify the loyal customers. The loyalty program can be run together with the retailers. Every time a customer purchases a Dinty Moore Brand product, they will be awarded a point and then the company can access this information to establish which customers always buy their products. The loyalty program will also attract new customers as they would also start earning points when they purchase the company's products.

The company can also use price-off programs for their loyal customers. They can have their loyal customers to be given discounts on the purchase of Dinty Moore products for a limited time period. This promotion will boost their loyalty and encourage new customers.

Chapter 5 outlined a process for choosing an external advertising agency. Select an advertising agency from the following list that would be a good fit for the Dinty Moore campaign and provide a detailed justification for your selection

Leo Burnett is the chosen advertising agency. The agency has the capabilities to launch the new line of products. They also have experience in product launching Silk & Berndt, 1993.