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Fallon Worldwide: Creating a Competitive Advantage with Creativity

Fallon Worldwide is an award-winning global advertising agency whose clients include Ralston Purina, Timex, and Rolling Stone magazine. Pat Fallon and his partners challenged the status quo and turned a corporate culture of respect, transparency, optimism, honesty, fun, resilience, and generosity into a competitive advantage. From creative to strategy to operations, a focus on creativity has been infused into every aspect of the agency.

This activity is important because the promotion decision process is useful when developing an advertising campaign. Like most advertising agencies, Fallon Worldwide goes through three steps in the development of its campaigns: planning, implementation, and evaluation. The goal of this activity is to demonstrate your understanding of how advertising campaigns are developed at Fallon Worldwide using the promotion decision process.

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While Fallon Worldwide was working with Arbys executives on its campaign, it was decided that the ________ for the campaign should be to increase demand for Arbys other menu items since Arbys consumers primarily associated the restaurant with roast beef and lacked an awareness of Arbys other protein offerings.

Multiple Choice

• right media

• advertising objective

• advertising budget

• design

• target audience