An Advertising campaign for Dunkin Donuts

Date of Publication

1991

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

For years, Dunkin' Donuts has been using the line It's worth the trip. The sales message is quite clear. It is worth the trip (going to Dunkin' Donuts) because they offer high quality products at affordable prices. Then recently, it's worth the trip was changed to take a Dunkin' along, probably because Dunkin' Donuts outlets are becoming more and more visible (with its aggressive expansion program), thereby making it twice as easy for consumers to take a Dunkin' along. Its target audience are those people who are on the move, like the busy working mothers who would want to bring home some food or snack, for her kids.

Though the above mentioned tag lines seem good and well conceptualized, this advertising campaign has a new proposed tag line- YOUR FAVORITE DUNKIN' DELIGHTS . The said tag line seeks to persuade the audience to buy donuts (and the other products line) more often since the phrase YOUR FAVORITE connotates food that is bought and consumed very frequently. The new tag line will be used in all the proposed commercials: two for television, two for print and one for radio. The proposed commercials will also emphasize the fact that donuts as well as their other product lines are enjoyed by both young and adult consumers. Dunkin's wide variety of products will also be highlighted.

In this advertising campaign, the agency will use the tri-media: television, radio and print, as well as some non-traditional medium such as cinema.

In terms of scheduling of the ads, a continuous of ongoing plan will be used. Thus, there are no gaps in between periods of advertising. This is done in order to sustain awareness among consumers. It is important to constantly communicate with your loyal as well as prospective consumers.

And finally, the total advertising budget allocated for 1992 is 5% of gross revenue or approximately P 20 million. However, this proposed advertising campaign will use only around P 9 million or 43.60% of the total advertising budget since it is designed for six months only. The biggest slice of the budget goes to television which will be getting 50,46%, next comes radio with 19.33%, then cinema with 3,55%. Print shares 3.02% of the total budget allocation.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09710

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

68 numb. leaves

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