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Saturday, July 10, 2010

DC Advertising, or D.C. Advertising

is a marketing company located in Downers Grove, Illinois. According to their website, a man by the name of Derek Colantonio founded the company in response to existing demand by local businesses for "a more effective, personal and results-driven marketing approach." [1] The company supposedly serves s a host of restaurants, movie theatres and entertainment facilities.

Some familiar with online job matching services such as www.careerbuilder.com have noticed that DC Advertising is not a unique company, but rather just one of many similarly-structured operations around the United States and the world. Several strong indications suggest that DC Advertising models the same growth model as Victory Promotions [2] and Blush Promotions or that all are subsidiaries of the same parent company. Probably the biggest indicator of this connection is the fact that both companies have the exact same testimonial from a supposed client on their websites, which reads as follows:

"We have seen an increase of between 6 and 13% since the cards began being sold. We did not need to wait for guests to begin using their new cards either, they started coming in within two days of being sold. As of this date my store is still running the highest increases over last year in our company." [3] [4]

Despite this, neither website acknowledges any connection between the two companies, lending credence to the suggestion that each company is independently owned and operated much like the franchising model.

The company is individually owned but under the umbrealla of a company called Granton Marketing. Essentially it is built on a ponzi scheme system of turning out new offices and receiving money from the new offices.
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Earlier approaches

The marketing orientation evolved from earli

er orientations namely the production orientation, the product orientation and the selling orientation.[7][8]

Orientation Profit driver Western European timeframe Description
Production[8] Production methods until the 1950s A firm focusing on a production orientation specializes in producing as much as possible of a given product or service. Thus, this signifies a firm exploiting economies of scale, until the minimum efficient scale is reached. A production orientation may be deployed when a high demand for a product or service exists, coupled with a good certainty that consumer tastes do not rapidly alter (similar to the sales orientation).
Product[8] Quality of the product until the 1960s A firm employing a product orientation is chiefly concerned with the quality of its own product. A firm would also assume that as long as its product was of a high standard, people would buy and consume the product.
Selling[8] Selling methods 1950s and 1960s A firm using a sales orientation focuses primarily on the selling/promotion of a particular product, and not determining new consumer desires as such. Consequently, this entails simply selling an already existing product, and using promotion techniques to attain the highest sales possible.

Such an orientation may suit scenarios in which a firm holds dead stock, or otherwise sells a product that is in high demand, with little likelihood of changes in consumer tastes diminishing demand.
Marketing[8] Needs and wants of customers 1970 to present day The 'marketing orientation' is perhaps the most common orientation used in contemporary marketing. It involves a firm essentially basing its marketing plans around the marketing concept, and thus supplying products to suit new consumer tastes. As an example, a firm would employ market research to gauge consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure persons know the product exists.