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Dinh’s Donuts (A): Optimizing Advertising Reach
Palomba, Anthony; Cian, Luca; Yemen, Gerry; Shaloudegi, Koushyar Case BC-0302 / Published May 23, 2024 / 10 pages.
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Product Overview

In 2023, Serena Lopez, an advertising executive at Dinh’s Donuts, has to craft an advertising strategy for the donut chain’s new product, the Minty Cacao Dream donut. Lopez and her team must consider which media channels to use, which advertising mediums to select, and which advertising tactics to pursue. They also need to develop a media plan in the context of the competitive and fragmented Los Angeles donut market. To inform her decision, Lopez draws on a new model for understanding consumer media behavior: the Inter/Intra Media Attention Curve (12MAC). The framework highlights different consumer profiles based on the amount of time they spend on ad-free, ad-supported, and hybrid media. Lopez and her team must draw on these insights to inform their overall advertising strategy. This case is suitable for use in MBA and executive education courses on advertising strategy, media and entertainment businesses, and digital media.




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  • Overview

    In 2023, Serena Lopez, an advertising executive at Dinh’s Donuts, has to craft an advertising strategy for the donut chain’s new product, the Minty Cacao Dream donut. Lopez and her team must consider which media channels to use, which advertising mediums to select, and which advertising tactics to pursue. They also need to develop a media plan in the context of the competitive and fragmented Los Angeles donut market. To inform her decision, Lopez draws on a new model for understanding consumer media behavior: the Inter/Intra Media Attention Curve (12MAC). The framework highlights different consumer profiles based on the amount of time they spend on ad-free, ad-supported, and hybrid media. Lopez and her team must draw on these insights to inform their overall advertising strategy. This case is suitable for use in MBA and executive education courses on advertising strategy, media and entertainment businesses, and digital media.

  • Learning Objectives