Toy Wars
Toy Wars (T&N EDM)
Instruction:
Details:
1. Gather the Facts.
Tom Daner – is the owner of a family business, Daner Assoc
Mike Teal, owner Cracko Toys, is a million dollar client of Daner
Cracko has a new Helicopter Toy
- war based toy with machine guns and rescue gurney, battery operated
- Timing is immediately post Rambo
Cracko resisted caving to war toys but needed to for business survival
Cracko hoping they did not enter too late
Teal wants a TV campaign for the helicopter
Teal wants a perception of the helicopter being more macho than GI Joe helicopter
Teals sales manager – to be successful in today’s market – it would have to bill as meaner and tougher than other companies products
Sales manager suggested ad should show the toy swooping and blowing buildings up - “The more violence and mayhem, the better”
Cracko managers felt Cracko Industries future hanging on these helicopter sales
Daner initially refuses the add
Daner feels children already exposed to too much violence
Violent ads disturb Tom Daner
Daner thinks advertisers should find another way to push these toys
Daner suggests alternate strategy to push helicopter
Television networks have limits about violent commercials aimed at children
The 3 major networks have an ad code – no violent, intense or unrealistic ads to kids
Teal knows the workaround – local TV stations would run the ads
- This is the standard operating procedure
- Local stations circumvent natl standards
Tom Daner agrees to develop ad campaign because Teal says do it or they would move their acct to somewhere that they would
Daner has seen large growth recently
Daner divided into 3 dept – creative, media, account exec – each dept 12 employees
MBAs with focus on market and consumer analysis have been a large factor in the growth
Decisions made by Daner, sen. Accountant and 3 dept heads
Daner is pretty conservative, he has 3 daughters
Daner’s Heroes – Thomas Merton, Albert Scweitzer, Tom Doley
Daner’s
Instruction:
Details:
1. Gather the Facts.
Tom Daner – is the owner of a family business, Daner Assoc
Mike Teal, owner Cracko Toys, is a million dollar client of Daner
Cracko has a new Helicopter Toy
- war based toy with machine guns and rescue gurney, battery operated
- Timing is immediately post Rambo
Cracko resisted caving to war toys but needed to for business survival
Cracko hoping they did not enter too late
Teal wants a TV campaign for the helicopter
Teal wants a perception of the helicopter being more macho than GI Joe helicopter
Teals sales manager – to be successful in today’s market – it would have to bill as meaner and tougher than other companies products
Sales manager suggested ad should show the toy swooping and blowing buildings up - “The more violence and mayhem, the better”
Cracko managers felt Cracko Industries future hanging on these helicopter sales
Daner initially refuses the add
Daner feels children already exposed to too much violence
Violent ads disturb Tom Daner
Daner thinks advertisers should find another way to push these toys
Daner suggests alternate strategy to push helicopter
Television networks have limits about violent commercials aimed at children
The 3 major networks have an ad code – no violent, intense or unrealistic ads to kids
Teal knows the workaround – local TV stations would run the ads
- This is the standard operating procedure
- Local stations circumvent natl standards
Tom Daner agrees to develop ad campaign because Teal says do it or they would move their acct to somewhere that they would
Daner has seen large growth recently
Daner divided into 3 dept – creative, media, account exec – each dept 12 employees
MBAs with focus on market and consumer analysis have been a large factor in the growth
Decisions made by Daner, sen. Accountant and 3 dept heads
Daner is pretty conservative, he has 3 daughters
Daner’s Heroes – Thomas Merton, Albert Scweitzer, Tom Doley
Daner’s