CASE 2 RUNNING FREE og owners constitute a large target market. Most mem aunch t

Question

CASE 2 RUNNING FREE og owners constitute a large target market. Most mem aunch the new venture, a local advertising agency created a feel- bers share something in common: the desire to let the ing of expectancy and mystery with a "Running Free Dog Park pet run free and unfettered. If other friendly dogs are campaign nearby and want to play-all the better. The Running Free Dog Park was created to meet this need for owners in the greater Atlanta area. Out-of-home advertising can be the critical component of an IMC program and, in some cases, the primary medium. To help The first billboard displayed a dog tied up with a leash; how- ever, it was only a partial picture. The unfinished nature of the image helps capture interest. Next, the same dog is shown with an unfastened leash and the word "running" appears beneath

Explanation / Answer

Ans 1: The marketing goals of the second phase of the running free dog park promotional efforts are as follows:

Ans 2. The three exposure hypotheses or recency theory states as follows:

Ans 3. The traditional advertising media that the marketing team should use in the second campaign are as follows:

To sum it up the traditional methods of advertising can be combined with online promotions to create and sustain an interest in the free run dog park.

Ans 4. The online and social media can be used in addition to the traditional media as follows:

To sum it up the combination of traditional media and online marketing will evoke and sustain the interest of the dog owners. Most dog owners will be interested to give this special experience to their dog.

*(As per guidelines can answer up to 4 questions.)

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