Holden Evan Case Study
Date: 14 November 2014
SIMULATION TITLE: Advertising
SIMULATION DESCRIPTION: Holden Evan has recently acquired a very successful regional energy drink firm. The brand manager 's job is to develop a major advertising campaign to compete against already established market competitors. The brand manager will need to create awareness and encourage consumers within targeted segments to try the product.
You earned 73 percent.
Background
Holden Evan, Inc offers a multitude of consumer goods products to the marketplace. The company has recently acquired a very successful regional energy drink firm.
You are the brand manager for Bee! energy drink. Your task is to develop a major advertising campaign that will introduce Bee! to a national market, differentiate it from already-established competitors, …show more content…
Focus Test Feedback
As a preliminary step in evaluating your advertising, your team employs a focus test to evaluate consumer reactions to your advertising message. Potential consumers had a positive reaction to "Bee!—healthy, refreshing energy to bring your life alive." They felt this message was meaningful, believable, and distinctive. Many felt that the message would encourage them to try Bee!
Message Execution
Now that you have chosen an advertising message, you must choose the style of execution. Your team has developed a brief ad concept for each possible type of message execution.
Selecting Advertising Media
The next step is to choose among major media types to convey your message. You and the Chief Marketing Officer have narrowed the choices down to three types, based on Bee! 's past campaigns and your current goals.
YOU CHOSE OPTION 3
Outdoor
Selecting Specific Media Vehicles
Now that you have decided upon outdoor media as the major type for your advertising campaign, you must decide on specific media vehicles. Choose from the three vehicles through which you can
SIMULATION TITLE: Advertising
SIMULATION DESCRIPTION: Holden Evan has recently acquired a very successful regional energy drink firm. The brand manager 's job is to develop a major advertising campaign to compete against already established market competitors. The brand manager will need to create awareness and encourage consumers within targeted segments to try the product.
You earned 73 percent.
Background
Holden Evan, Inc offers a multitude of consumer goods products to the marketplace. The company has recently acquired a very successful regional energy drink firm.
You are the brand manager for Bee! energy drink. Your task is to develop a major advertising campaign that will introduce Bee! to a national market, differentiate it from already-established competitors, …show more content…
Focus Test Feedback
As a preliminary step in evaluating your advertising, your team employs a focus test to evaluate consumer reactions to your advertising message. Potential consumers had a positive reaction to "Bee!—healthy, refreshing energy to bring your life alive." They felt this message was meaningful, believable, and distinctive. Many felt that the message would encourage them to try Bee!
Message Execution
Now that you have chosen an advertising message, you must choose the style of execution. Your team has developed a brief ad concept for each possible type of message execution.
Selecting Advertising Media
The next step is to choose among major media types to convey your message. You and the Chief Marketing Officer have narrowed the choices down to three types, based on Bee! 's past campaigns and your current goals.
YOU CHOSE OPTION 3
Outdoor
Selecting Specific Media Vehicles
Now that you have decided upon outdoor media as the major type for your advertising campaign, you must decide on specific media vehicles. Choose from the three vehicles through which you can