The Candy Council Marketing - Case Study Example

While some advertisement bids realized positive results, there were times when consumption declined with exacerbating advertisement pursuits (Frazer & Patti, 2000). According to Antonella, the role of advertising for the council’s pursuits was unclear. However, it was also clear that the council was in dire need for advertisement given the market trends in candy consumption. For this reason, the three finalist advertisement agencies needed critical scrutiny for effectiveness and efficiency.

All three finalists had their strongholds and weaknesses. According to the summarized agency profiles, the three finalists were competitive enough in their own way for the advertisement task. However, their ratings according to the council’s advertising manager would play a central role in choosing the agency that would oversee the Candy Council’s advertisement activities. The ineffectiveness that Antonella attributed to advertisement emanated from the comparison of candy consumption figures to the level of investment in an advertisement that the council was making.

In several instances, huge investments yielded negative results in terms of candy consumption, a scenario that depicted no need for investment. This was the primary concern for Antonella. The council’s advertisement manager, therefore, remained torn between need and no need for advertisement. Up to 70 per cent growth in candy gift giving had been realized for a period of ten years by the time Antonella started working for the council (Frazer & Patti, 2000). What was not clear to her is the role of advertising in the realization of that growth.

However, even with Antonella’s failure to comprehend the role of advertisement in the realization of that growth, the advertisement had actually contributed to the 70 per cent growth realized.