Advertising features - Essay Example

?Advertising Table of Contents Table of Contents 2 Memo 3 Introduction 3 Recommendations 3 Rationale 6 Appendix-2 9 References 10 Memo Darla Domke From: Marketing Consultant Date: February 02, 2012 Subject: Hire an Outside Agency Appendix-1 Introduction The idea of opening a ‘Doggie Dip and Do’ as a retail outlet and full-service shelter for dogs is one of the finest plans adopted by you. It is one of the excellent opportunities for the animals especially dogs to spruce themselves, but one of its limitations is affecting the growth of the business i.e. consciousness of customers. In order to enhance the alertness of the customers regarding the various amenities, it is apt to hire an external advertising agency for the promotion of the activities. It can improve the growth and market share of the business thereby enhancing revenue and position of ‘Doggie Dip and Do’. Recommendations There are many external advertising agencies but as ‘Doggie Dip and Do’ is a newly opened outlet, print advertising media might be more beneficial for it. This would include newspaper or magazines in order to promote the benefits. This is because if other media such as broadcasting media, outdoor advertising or public service advertising is used then it would be quite expensive for you at this initial stage. Hence, it might not be retained by you for longer terms which may again affect the growth prospects of the business as well as impede the brand image and awareness of the products among the competitors in the market. However, for this type of business, it is essential to retain the external advertising agencies as it would provide various innovative ideas and plans for the promotion of the products or services of Doggie Dip and Do. Moreover, at times the process of free campaigns highlighting the facilities offered by ‘Doggie Dip and Do’ might also be utilized as the tool for the promotion of the benefits including dog’s game shows or general medical checkups of the dogs. It would augment the brand identity as well as customer loyalty of ‘Doggie Dip and Do’. Furthermore, certain essential aspects should be kept in mind while selecting an external advertising agency (TranslationDirectory.Com, 2012). These include the brand image of the newspaper or the magazine, the requisite cost in both cases based on preference of the place of advertisement, special editorial column related to pets, public reach, pinpoint targeting, short deadlines for preparation of the advertisements, extensive market coverage, tech support such as toll-free numbers and emails and distribution frequency. If any above stated external agency such as newspaper or magazine fulfils these criteria then it can be selected for promotion (Patsula Media, 2001). The newspaper or magazines are read by all age groups so it might attract the attentions of the pet loving individuals. This would augment the brand awareness, brand identity and potency of ‘Doggie Dip and Do’ among others in the market. It would also improve the market position and the revenue of ‘Doggie Dip and Do’ (Department of Science and Technology, 2005). Moreover, the cost incurrence may be quite less as compared to other advertising media, which would be extremely beneficial for ‘Doggie Dip and Do’. Apart from this, the other vital factor which can be considered is public reach. This would improve the brand identity of ‘Doggie Dip and Do’ (Missouri Department of Transportation, 2012). In addition, distribution channels, customer demand and market coverage are also other vital aspects which might be beneficial. In addition, availability is the other important factor which might be viable for the promotion of ‘Doggie Dip and Do’ (Clow, 2007). Besides, display of various pictures along with information in the newspapers or magazines can also attract customers. Hence, it can be affirmed that the feasible options for promotions of ‘Doggie Dip and Do’ are newspapers or magazines due to the above discussed factors (Engeseth, 2006). Proper distribution and publicity are a few of the vital attributes which are considered while evaluation (Magnaglobal, 2011). Apart from this, easy language or words in the advertisements also attract more customers as compared to others. Moreover, the price of the newspaper or the magazine is also the other significant factor of concern. If the cost is reasonable then it can be afforded by maximum portion of the customers enhancing the viability of the paper or magazines. Hence, the demand of the paper or the magazine would increase (Office Of fair Trade, 2011). The content of the information or facts and the flexibility of scheduling, placements and size of the paper or magazine are also essential for the evaluation of the future performance of any external agency. Moreover, the good local coverage of the market and short deadlines are certain other essential factors of consideration. Therefore, it can be avowed that the above described aspects are essential for evaluation of the agencies (NCAC, 2006). Rationale As ‘Doggie Dip and Do’ is an organization which deals with the services and various products of the dogs such as medicines, collars and chewing bones among others, therefore promotion of these facilities are extremely essential. The media selected for this type of companies is either newspaper or magazine as it would also provide a good display of the various products. Thus, the display option would help to attract more and more customers which might be beneficial for the enhancement of the growth of the business (Meadow Outdoor, n.d.). Apart from these factors, pricing is also essential for consideration as ‘Doggie Dip and Do’ is at the initial stages so high cost involvement might be detrimental for the company. Moreover, due to high market coverage and availability of newspapers, print media is selected as the preferred option for advertisement of ‘Doggie Dip and Do’ (British Library, 2011). Aside from this, print media is preferred as it requires quite short deadlines for the printing of the advertisements which is essential in case of special occasions such as in winter seasons. Thus, the selected newspapers should contain the opportunity of publishing special discount advertisements at very short deadlines in order to boost the sales of the organization (Time Magazine, 2000). Apart from this, the local market coverage is also necessary to enhance the customer awareness regarding the dog’s products. This would enhance the market share and the position of the organization thereby improving the revenue of the organization (Consterdine, 2005). If any change is required in the format of the proposed advertisement then it can be easily communicated to the concerned person of the newspaper or magazine if a technical support team is present. It would not be wrong to suggest that an attractive and eye-catching advertisement can only draw the customers of this era which can be possible only with the help of an external advertising agency. Therefore, it is necessary to hire an external advertising agency. Hiring an external agency would not only enhance the growth and profitability of the business thereby motivating Darla Domke towards future expansion but also would help to improve the area or location of the store (Wurff & et. al., 2008). In addition, as the store is located in the outskirts of London so advertisement would rather enhance both the external and internal factors of the ‘Doggie Dip and Do’. Among the external factors, due to good quality of the products, the responses of the customers would increase thereby improving the turnover and demand of the business. Moreover, it would also enhance the availability, delivery and reaction times as well as the quality of the products. Similarly, it would also improve the internal factors such as innovation of new facilities, proper management of the resources and expansion towards other pets such as cats, birds and rabbits among others. Moreover, expert and experienced workforces should also be recruited in order to meet the demand of the products so as to satisfy the existing customers and attract new ones (Dickman & Baruch, 2009). Appendix-2 Short term outcomes Long term outcome Summary table References British Library, 2011. Advertising Industry Guide. Advertising and Marketing In New Media. [Online] Available at: http://www.bl.uk/bipc/pdfs/advertising_industry_guide.pdf [Accessed February 02, 2012]. Consterdine, G., 2005. How Magazine Advertising Works. Channel Planning: Positioning Magazines within the Total Media Environment. [Online] Available at: http://www.consterdine.com/articlefiles/42/hmaw5.pdf [Accessed February 02, 2012]. Clow, K. E., 2007. Integrated Advertising Promotion and Marketing Communication. Pearson Education. Dickman, M. & Baruch, Y., 2009. Global Careers. Taylor & Francis. Department of Science and Technology, 2005. Advertising. Outdoor Advertising. [Online] Available at: http://www.techno-preneur.net/information-desk/sciencetech-magazine/2009/september09/Large.pdf [Accessed February 02, 2012]. Engeseth, S., 2009. The Fall of PR & the Rise of Advertising. The Rise of Advertising. [Online] Available at: http://www.detectivemarketing.com/uploads/FallofPR_book.pdf [Accessed February 02, 2012]. Missouri Department of Transportation, 2012. News and Information. Pathway Magazines. [Online] Available at: http://www.modot.org/newsandinfo/publications/pathwaysmagazine.htm [Accessed February 02, 2012]. Magnaglobal, 2011. Advertising Forecast. Print. [Online] Available at: http://www.neoadvertising.com/ch/wp-content/uploads/2011/06/2011-MAGNAGLOBAL-Advertising-Forecast-Abbreviated.pdf [Accessed February 02, 2012]. Meadow Outdoor, No Date. Why Outdoor? Type of Advertisers. [Online] Available at: http://www.meadowoutdoor.com/pdf/meadow-media-kit.pdf [Accessed February 02, 2012]. NCAC, 2006. Advertising and Advertising Agencies. Professional Services. [Online] Available at: http://ncrules.state.nc.us/ncac/title%2017%20-%20revenue/chapter%2007%20-%20sales%20and%20use%20tax%20and%20manufacturing%20privilege%20tax/subchapter%20b/17%20ncac%2007b%20.0901.pdf [Accessed February 02, 2012]. Office of Fair Trade, 2011. Outdoor Advertising. Details. [Online] Available at: http://www.oft.gov.uk/shared_oft/market-studies/oft1304.pdf [Accessed February 02, 2012]. Patsula Media, 2001. Newspaper and Magazine Advertising. Evaluating Advertising Media. [Online] Available at: http://www.patsula.com/books/gb56.pdf [Accessed February 02, 2012]. Time Magazine, 2000. Newint. Media. [Online] Available at: http://www.newint.org/magazine/ni333-media.pdf [Accessed February 02, 2012]. TranslationDirectory.Com, 2012. Advertising. Newspaper Advertising. [Online] Available at: http://www.translationdirectory.com/pdf/how_to_advertise.pdf [Accessed February 02, 2012]. Wurff, R. V. D. & et. al., 2008. Economic Growth and Advertising Expenditures in Different Media in Different Countries. Journal of Media Economics. Vol. 21, pp. 28-52. Read More