Essay about Marketing Case Study

1050 Words Mar 29th, 2012 5 Pages
Cadbury Adams – Crispy Crunch
Cadbury Adams – Crispy Crunch

Marketing
Instructor: Shawn Hnidy
Student: Michelle Newton
Case Study
4/5/2012
Marketing
Instructor: Shawn Hnidy
Student: Michelle Newton
Case Study
4/5/2012
MN
A Marketing case study on Cadbury’s new advertising campaign for the Crispy Crunch chocolate bar.

MN
A Marketing case study on Cadbury’s new advertising campaign for the Crispy Crunch chocolate bar.

Executive Summary

Crispy Crunch’s main problem is that they haven’t advertised their product in many years. Since then the target market has changed a lot and has a very high multi-tasking behaviour. It is hard to pin point the exact needs and wants of this culture anymore except for one thing, they are all very
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Pros
The similarity to television makes it attractive to traditional advertisers. Many TV shows are now being viewed online; these ads are often placed at the beginning, between scenes and at the end. They are available 24/7 to a large audience.

Cons
Sometimes it can be hard to make an ad interesting in that short of a time frame. Some viewers find these ads to be an annoyance.

Mobile Advertising
Advertisers are trying to capitalize on the popularity of cell phones by sending ads via text message. Marketers interested in reaching younger targets are getting involved with text messaging. They are asking consumers to get involved with their brands by running promotions that include short codes with their marketing material, often found on posters, packaging, bottle caps, etc. Consumers can enter or scan codes to participate in contests, download free music, and get ring tones and prizes.

Pros
This is a great way to advertise because of the speed, directness, portability, and low cost. It is very common with younger target markets.

Cons
These messages are often seen as an annoyance and intrusive and are too closely related to telemarketing. Some of these ads may even cost the consumer for the data they use.
Recommendations

I recommend that Crispy Crunch begins advertising with the use of rich media. I think this is best suited to reach their target group which has a high multi-tasking behaviour. Many people in

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