Case study ----- Gateway: Searching for the Right Advertising Agency 1. Analyze Gateways decisions to change advertising
Question:
Case study ----- Gateway: Searching for the Right Advertising Agency
1. Analyze Gateway’s decisions to change advertising agencies so many times over the past nine years. Identify and discuss specific factors that may have led to each decision to change agencies.
2.Discuss how Gateway’s frequent agency switching has affected the company’s branding and positioning efforts. What recommendations would you make to Gateway management regarding its agency switching and its impact on the company?
3. If you were an executive at an advertising agency and Gateway’s decided to switch agencies again, would you advise your account development team to pursue the company’s business? Why or why not?
Advertising & Promotion An Integrated Marketing Communications Perspective
ISBN: 978-0070891302
5th Canadian Edition
Authors: Gerorge E.Belch, Micheal A.Belch, Micheal A.Guolla