Cases For Publication (UCWC101)
Abstract

D'BOMBA RESTAURANT - ATTRACTING CUSTOMERS THROUGH ADVERTISING

SITI NOR BAYAAH AHMAD

Margarate Lee, the communication manager of D'bomba Restaurant has been assigned with an important task on how to attract more local customers to the restaurant. To achieve this objective, the management of the restaurant hired Prime Advertising agency that is responsible to design the creative brief and appealing printed advertisement for D'bomba. With over 30 options of menus offered, the restaurant currently attracts both local and the foreign customers. These foreigners are in their early 40's and late 60's and they came to Malaysia for business and vacation purposes. Meanwhile the locals are among the young professionals (yuppies) and in their mid 20's to late 30's. Based on the facts gathered about the restaurant, Project Manager of Prime Advertising, Mr. Ahmad Idham has presented his team's idea of a printed advertisement for D'bomba and summary of the advertisement's creative brief. Though the suggested creative advertisement sounds promising, most critical issue for Miss Lee is whether the printed advertisement presented by the agency would be able to pull more customers to the restaurant. She also wonders whether the same advertisement can be used as a giant banner and be placed in front of the Western wing entrance of 'Damansara Triangle'.