Subject category:
Marketing
Published by:
Darden Business Publishing
Length: 25 pages
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Abstract
In March 2000, Larry Killgallon, president of Ohio Art, sat in his Bryan, Ohio office and reviewed the results of the 1998 and 1999 media plans for Betty Spaghetty, Ohio Art''s first entry intot he small doll category. Betty Spaghetty''s name came from it''s ''totally wild ''spaghetti-like'' hair strands'', which could be braided and styled with beads and other accessories. Betty Spaghetty also featured mix-and-match parts. In 2000 Larry hoped to see a 25 percent increase in Betty Spaghetty sales over 1999. As he examined the 1999 sales figures for the Betty Spaghetty product line, he wondered what changes he should make, if any, in the media plan for the coming spring season.
About
Abstract
In March 2000, Larry Killgallon, president of Ohio Art, sat in his Bryan, Ohio office and reviewed the results of the 1998 and 1999 media plans for Betty Spaghetty, Ohio Art''s first entry intot he small doll category. Betty Spaghetty''s name came from it''s ''totally wild ''spaghetti-like'' hair strands'', which could be braided and styled with beads and other accessories. Betty Spaghetty also featured mix-and-match parts. In 2000 Larry hoped to see a 25 percent increase in Betty Spaghetty sales over 1999. As he examined the 1999 sales figures for the Betty Spaghetty product line, he wondered what changes he should make, if any, in the media plan for the coming spring season.