Domino's Pizza Advertising Strategy

Paper Summary:

This report provides insight into one of the pizza industry giants, Domino?s Pizza. Like the majority of success stories in corporate America, Domino?s Pizza has a ?rags to riches? tale. This review offers an appraisal of the company?s advertising strategy and its media campaigns. Initially, the report illustrates the origins of this corporate giant leading up to its nomination as the "Chain of the Year" in 2003. A detailed review of the corporate quarterly reports is utilized to demonstrate the company's consistent growth despite the instability of the American economy. The report also focuses on some of the more successful advertising methodologies Domino?s Pizza has used in the past and suggests some strategies for the future. A review of the more pertinent market research is senior management has used in order to make strategic decisions are pointed out. The paper provides insight into the company?s advertising budget, as well as its image as a community asset with regard to social and ethical issues.

From the Paper:

"As a multinational corporation, Domino's Pizza does all of the retail sales advertising that can be expected from an operation of that size. They invest heavily in flyer, television, radio and newspaper advertising. Their new internet portals allow customers to order pizza over the net from local outlets and also provide many details of the organization as a whole. The company expends a great deal of energy advertising for franchise owners as well as customers. Throughout the franchise documentation, the company highly recommends that the new franchise owner get involved with the local community and the social and ethical issues of that community. All of this needs to be taken into consideration when the company creates its overall advertising campaign."

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