CASE STUDY QUESTIONS

Five years in the future, you have begun work at an advertising agency. Our class client is meeting with your agency and you are called in because you have a pre$-$existing relationship with the company. During the conversation you learn about how the client$$s business has progressed and what their current goals are. As their business has grown, they have started to expand to more markets.

They are looking to build their brand in the eyes of the general public as well as deepen their relationship with existing customers. They want to establish their brand as the authority in the marketplace and as experts in their industry. One of their major goals is to begin connecting emotionally with customers while still educating them on the details and the specifics of their product. In addition to providing details about the product, the client would also like to provide demonstrations of how the product is used.

They are also looking to improve their online marketing efforts. They are spending a lot of money paying for their ads to come up on search terms in Google, Facebook, and other sites. The ads have a high click$-$through rate, but customers quickly leave their website without purchasing products. They have experimented with sending people directly to their homepage and to their product catalogue, but neither strategy improves their conversion rate.

Which media would you recommend to most effectively connect with the audience emotionally?

Radio

Blogs

Television

Magazines

Newspapers