Steps in Planning an Ad Campaign
During the process of marketing a new product to address
shifting consumer needs, Dole found itself pursuing a new target
market and creating a new product line. In 1999, Dole stepped out
of its traditional canned pineapple product category and introduced
the Fruit Bowl, which was developed to meet consumers’ growing
demand for convenience foods. To its surprise, research revealed
that about 54 percent of Fruit Bowls’ sales came from households
without kids—specifically, professional...