Scenario 2-1 As One of the World's Largest Computer and Technology Developers

question 41

Multiple Choice

Scenario 2-1
As one of the world's largest computer and technology developers, Dell, Inc.has never been a stranger to advertising. However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the top "inexpensive" computer products on the market. However, the company's new ad campaign, which will be targeted towards more high-end users, will make no mention of product price. The company is looking to reinvent its image, and believes the first step in doing so is to revamp its outdated advertising campaign.
-(Scenario 2-1) Dell realizes that changing its company image will be a difficult task. To help the process along, the company realizes it will need to begin reaching out to consumers more, and will also need to improve its relationships with the media and various competitors. The type of agency that will be responsible for improving these relationships will most likely be a

• A)public relations firm.
• B)digital/interactive agency.
• C)creative boutique.
• D)database agency.

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Definitions:

Cash Receipts

The collection of money, typically currency or checks, received by a business for goods or services.

Sales Forecast

An estimate of the expected sales of a product or service over a specific period, based on market research and historical sales data.