Newspaper Strategy: Dairy Queen

Recommendation:

The Agency recommends that Dairy Queen run a campaign in the upcoming communication plan.

Rationale:

Newspapers provide an effective reach and coverage of the adult population ages 18 and older as well as a broad demographic ranging from household incomes to occupations and education groups. Dairy Queen is a brand that takes pride in serving families, businesspeople, sports teams, children, and people of all demographics. With their loosely defined target market, Dairy Queen will benefit from advertising in the newspaper because they will be able to obtain the desired coverage and reach for their business.

Another advantage of advertising in the newspaper is it’s geographic selectivity. Local newspapers serve a well-defined geographic area while national newspapers will reach markets all across the country. Dairy Queen is an establishment with more than 6,000 independently operated restaurants all across the globe. Some locations are a full fast food restaurant while others are drive-thru’s with a menu limited to just desserts. Dairy Queen will benefit from advertising in the local newspaper because they occasionally run local promotions that may differ from other locations depending on the type of their establishment. Dairy Queen can also benefit from advertising in the national newspaper because they are a franchise business with locations throughout the country and often run promotions that are relevant to all locations such as, Dairy Queen’s highly popular ice-cream cakes that are available at all Dairy Queen locations. Using the newspaper as an advertising medium will allow Dairy Queen to select the specific newspaper market(s) to serve their advertising needs.

Newspapers also provide flexibility