Case Study – Running Free (100 points)
Part 1: Read the following case study and provide short answers to  the following questions.
Dog owners constitute a large target  market. Most members share something in common: the desire to let the  pet run free and unfettered. If other friendly dogs are nearby and want  to play—all the better. The Unleashed Dog Park was created to meet this  need.
Out-of-home advertising can be the  critical component of an IMC program and, in some cases, the primary  medium. To help launch the new business venture, a local advertising  agency created a feeling of expectancy and mystery with its “Running  Free” campaign, which featured the three successive billboards shown in  this section.
The first billboard displays a dog on a  leash. The unfinished nature of the image helps capture interest. Next,  the dog, now with an unfastened leash, moves to the center of the  billboard, and “running” appears in the top-right corner. In the final  billboard, the dog is on the right side of the billboard, the leash is  gone, and the message “Running Free Dog Parks” appears. It also displays  the services offered, the website of the park, and the location of the  facility. In addition to billboards, street kiosks and bus wraps were  used to get the message out.
The early results of the campaign were  positive. Many dog owners became aware of the new indoor dog park. What  follows represent common challenges in marketing communications:  sustaining initial interest, moving consumers to action, and building  repeat business.
In this next phase, dog owners needed to  be encouraged to try the facility. They should be led to believe that  the price of entry was a value. Then, over time, they can be enticed to  make return visits and to offer word-of-mouth referrals to other pet  owners. Only if these objectives can be attained will the initial  success of the Unleashed campaign become validated.
Define the marketing goals for the second phase of the Running Free Dog Park promotional efforts.
How would the three-exposure hypothesis or recency theory apply to  this advertising program in its initial stages? What about the second  campaign after consumers are aware of the dog park?
Which traditional advertising media should the marketing team use  for the second campaign? Discuss the pros and cons of each in terms of  the Running Free Dog Park campaign and the desire to stimulate trial  usage.
How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?

Design a newspaper ad and an outdoor ad that will be placed at Little League baseball parks in the area.
Part 2: Describe in  your own words the characteristics of each of the executional frameworks  presented in this chapter. Locate four ads on YouTube that illustrate  different types of executions. Explain the execution that is being used  in each ad. Provide a rationale for your choice. For each of the four  ads you chose, identify the message strategy and appeal used. Explain  your reasoning. Provide the URLs for the four ads.