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 The company is looking to reinvent its image, and believes the first step in doing so is to revamp its outdated advertising campaign.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

Question

Quizplus · Accepted Answer

A public relations firm specializes in improving the image and relationships of a company with various stakeholders, including consumers, media, and competitors. This would be the best choice for Dell to improve its brand image and relationships as it looks to revamp its advertising campaign. Digital/interactive agencies, creative boutiques, and database agencies may not have the same expertise in this area.

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