With the time constraint lessened Mountain Dew can then send the BBDO associates back to the drawing table, if necessary, to rethink new concepts. The executives will then be able to select two other advertisements to be produced at a later time and present them throughout 2000.
This again has several advantages and disadvantages to it...
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The benefit to do this is that it would diffuse the time constraint placed on Mountain Dew. It would also allow them to produce a higher quality advertisement. Mountain Dew would also be able to âfeel outâ how other market segments perceive Mountain Dew and the likelihood that they will be able to breach the segment...