Dorel Juvenile Group is a part of Dorel Industries, which is a global consumer products company. Dorel Industries is divided into three independent business segments: Juvenile, Home Furnishings and Leisure. Dorel employs approximately 4,800 people and its products are sold over 60 countries all over the world. Dorel has established strong distribution channels from the world's largest mass merchants to specialty boutiques. The main offices are located in North America, Europe and Asia.
In 1987, the merger between Dorel Co. Ltd (a juvenile company) and Ridgewood (a furniture company) gave birth to Dorel Industries. The firm started with the production of baby mattresses, and then enhanced its prestige thanks to the development of a complete line of baby products such as strollers, cribs, car seats, etc… The head office is located in Montreal. In Canada, the name Dorel became synonymous with quality baby furniture and products. Thanks to many acquisitions, Dorel started to grow very strongly and spread all over the world through Dorel (UK) Ltd., established in 1988 in order to penetrate the European baby market. Dorel UK generated a £21 M turnover last year and Dorel's brands are some of the most powerful in nursery products.
[...] The subject concerning advertising media is so broad that advertising agencies now need specialists to handle with the creation, production and buying of media process. It exists two ways of calculating a campaign: in terms of cost per thousand, or cost per response. Advertising cost per thousand includes cost of origin (design), production (printing if relevant) and media (such as local radio, display advertisement Generally the firm will pay a higher cost per thousand for better targeted methods, but in return it should expect a higher response rate (feedback), so the cost per response can be lower than cheaper methods. [...]
[...] Indeed, the customer must clearly understand what could be his own interests if he bought the product: His life could be easier, better, less stressful for example Also, a campaign should always be clear and catch the customer's attention thanks to a few keywords. Eventually the mantra could be: “The shorter, the better ” Research proves that where responses are required, the best advertisements are those which offer an impressive, relevant benefit to the reader. This promise should ideally contain the brand name, take not too much time to read, and be clear. In other words, the promise must be quick, simple and straight to the point. [...]
[...] The main offices are located in North America, Europe and Asia. In 1987, the merger between Dorel Co. Ltd juvenile company) and Ridgewood furniture company) gives birth to Dorel Industries. The firm started with the production of baby mattresses, and then enhanced its prestige thanks to the development of a complete line of juvenile products such as strollers, cribs, car seats, etc The head office takes place in Montreal. In Canada, the name Dorel became synonymous with quality juvenile furniture and products. [...]
[...] When the 1st proof arrives, we must check alongside original brief for accuracy and date all proofs that we receive. A lot of elements must be checked, such as the format and size (cutter guide) which must be correct for the product, the correct reference to diagrams on the instruction manual (and if we can explain an action more clearly we can discuss recommendations), the proof laying-out, the product number, the copyright line, the barcode, the company address The photography must also communicate USP (=Unique Selling Point) clearly. [...]
[...] The firm must also be believable in its ads. The offer must always seem to be perfectly credible; Good explanations provided (like why and how the firm is able to provide this kind of things) should support the claims; indeed, interviews, satisfaction surveys, customers feed back or customers' comments on the product can drastically reinforce the offer's credibility. Measurable feedbacks Before launching an advertising campaign, a firm should always refer to previous indicators to be sure that it will work and measure its effectiveness. [...]
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