Darlas casestudy

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Assume you are a marketing consultant and friend of Darla’s. Write a memo to her covering the
following issues:
A. What are the societal issues about advertising to children? Why are some people against it,
while others are not?
B. What are the pertinent UK regulations regarding food advertising to children? How might they
impact the advertising of Darla’s new snack?
C. What is the process for hiring an advertising agency? How can Darla avoid hiring an agency that
would behave like the firm shown in the video?
In preparing the memo, be sure to address the following points:
1. Begin with a very brief introduction to Darla explaining why you are writing the memo and what
topics will be covered. You may write in 1st person, since Darla is your friend, but the memo
should be formal and professional because this is a very important topic, and critical to the
success of Darla’s product.
2. Discuss the debate surrounding the issue of advertising to children. Be sure to discuss why some
people think it is good and why others think it is bad. You should focus on advertising in general,
not just television advertising, or just food advertising. You may find it beneficial to do some
research beyond the material covered in lectures and seminars.2
3. When considering regulations:
a. What agency is responsible for monitoring advertising and enforcing advertising guidelines
and regulations?
b. What are the key features of responsible food advertising to children that Darla should be
aware of?
c. Be sure to keep in mind that Darla may not be expecting much television advertising because
her product will only be sold locally. Further, this will help her stay within her budget.
d. Again, you may find it beneficial to do some research outside of the material covered in
lectures and seminars.
4. Regarding your advice on hiring an advertising agency:
a. Based on your memo, Darla should have a complete understanding of the process involved
in hiring an advertising agency.
b. What types of agencies are available to her and what type should she select?
c. What are some of the criteria she should use to choose one?
d. What relevant experiences would be most helpful?
e. How can she be assured the agency will behave in an appropriate manner?
f. What fee structure should she expect?
g. What are some of the key services that should be evaluated in the agency’s future
performance review?

 

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