Case 2 Running Free Dog owners constitute a large target market. Most members share something in...

Case 2 Running Free Dog owners constitute a large target market. Most members share something in common: the desire to let the pet run free and unfettered. If other friendly dogs are 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 launch the new venture, a local advertising agency created a feeling of expectancy and mystery with a “Running Free Dog Park” campaign. The first billboard displayed a dog tied up with a leash; however, 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 the pet. In the final billboard, the dog appears unfetters, the leash is gone, and the message “Running Free Dog Park” appears. The billboard displays the services offered, the website address of the park, and the location of the park. In addition to billboards, street kiosks and bus wraps were used to get the message out. Three unleashed dogs in the grass of a park. A dog park can be marketed as a place for pets to run free. The early results of the campaign were positive. Many dog owners became aware of the new park. What followed represented common challenges in marketing communications: sustaining initial interest, moving consumers to action, and building repeat business. In this next phase, dog owners needed to be encouraged to try the facility. They should be led to believe that the price of entry was a value. Then, over time, they can be enticed to make return visits and to offer word-of-mouth referrals to other pet owners. Only if these objectives can be attained will the initial success of the Running Free campaign become validated. 7-48.Define the marketing goals for the second phase of the Running Free Dog Park promotional efforts.

7-49.How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?

7-50.Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Running Free Dog Park campaign and the desire to stimulate trial usage.

7-51.How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?

7-52.Design a newspaper ad and an out-of-home ad that will be placed at Little League baseball parks in the area. Explain why having these two ads in different media is better than having two ads within the same media.

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7-48. Define the marketing goals for the second phase of the Running Free Dog Park promotional efforts.

The marketing goals for the second phase of the Unleashed Dog Park promotional efforts would be to have people try the park and give them a reason to keep coming back. These goals include gaining more loyal customers that can help refer their friends to the park as well.

7-49. How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?

The three-exposure hypothesis would apply to this advertising program in its initial stages because there are three distinct billboards. According to the text, the three-exposure hypothesis is when media planners believe an advertisement requires a minimum of three exposures for an advertisement to be effective. This helps capture the attention of the viewer without them putting in voluntary effort. This relates to the initial stages of the ad campaign because Unleashed Dog Park used three billboards to gain the consumers attention. These billboards tell a story and by the third billboard, the consumer will already be interested and therefore will see the website, the phone number, and the types of services they provide. The recency theory applies to the second campaign because the recency theory states that a company should use multiple different types of media in order to keep the customer interested and coming back for more. The Unleashed Dog Park company also used street kiosks and bus wraps. If the dog park uses more media and keeps the advertising strong throughout different mediums, it might attract new customers and keep old ones coming back.

7-50. Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Running Free Dog Park campaign and the desire to stimulate trial usage.

The traditional advertising media that the marketing team should use for the second campaign should be Radio, Out-of-Home advertising, and Print Media. The pros of using radio for the Unleashed Dog Park is that this is the type of audience they want to reach. Considering this park is local to that area, reaching people on a local radio station will spark their interest and bring in customers who are from the area and will keep coming back. Radio is great for this company because since they are just starting up, they only have a small budget to work with. Considering that dog people are very diverse, nearly all radio stations would be able to help promote a company like this. Some of the cons of the radio advertising may be that the commercials are very short. Being that most people will be driving or running or preoccupied when listening to the radio, they may miss the commercial or not pay attention. Another traditional advertising media that Unleash Dog Park should take advantage of is out-of-home advertising. Out-of-home advertising is where companies place their advertisements on cabs, buses, park benches, billboards, and other types of outdoor venues. The advantages of this advertising medium are that it offers long life. For a local company like this one, this is perfect because it will be seen by residents of the area. This medium is also not as expensive as T.V. Considering that every person may see this advertisement multiple times when they are running or driving means that this company is getting their money’s worth. This can help the company gain loyal customers that are in the area. The disadvantages of this type of advertising is that it is short exposure. Drivers may be paying attention to the road and not be able to catch the billboard or the advertisement on the bus. This type of advertising only works if the consumer chooses to notice it, unlike T.V, where the consumer has no choice but to watch the commercials while their show is on. Finally, another medium that can help Unleashed Dog Parks in their second campaign is print media like newspapers. A newspaper can help this company because it is a local company. If they place an advertisement in a paper that residents read, they can potentially gain new customers and spark interest. The advantages of this medium are that the audience is local and loyal. The disadvantages to this medium is that is has a short life span because there is a new paper every day and the audience is extremely small because of internet competition.

7-51. How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?

Social media and nontraditional media could be used to supplement a traditional media campaign with the Unleashed Dog park in many ways. One of the best social media sites that this company could use is Facebook. With Facebook, Unleashed Dog Park could reach a local audience and post specials or deals for that specific day. Facebook is the perfect medium for this situation because everyone loves to see pictures of dogs and the audience you can reach is so large because people of all ages and genders use it. Another social media site that could help is Instagram. Instagram can also reach a local audience with all different types of people. The company can post a picture of a dog with a deal for their café. By following other sites, they can also potentially get free advertising with shares and reposts.

7-52. Design a newspaper ad and an out-of-home ad that will be placed at Little League baseball parks in the area. Explain why having these two ads in different media is better than having two ads within the same media.

Newspaper ad

Hey dog owners! Come try out our new Dog park

UNLEASHED indoor dog parks: Where your pet can run free and unfettered without getting dirty! Come enjoy all we have to offer!