Deliverable Length: 750–850-word

Deliverable Length: 750–850-word proposal Details: A small, family-owned company began operations in 1999 as an importer of power tools. Initially, the company imported from various Asian manufacturers and sold its inventory through a network of distributors and other intermediaries who supplied to the retail and construction catalog markets. In 2002, the company opened its first retail store. This decision was fueled by a desire by the owner to be closer to the consumer and capture the high profit margins possible through eliminating the distributors. The success of this one location led to the opening of four additional stores in a three-state region, while the distribution business also continued to grow. After 10 years in business, the company now deals almost exclusively with one manufacturer, so import and distribution functions are somewhat optimized; however, over the last year, revenues from the wholesale business have been slipping, and store sales have remained flat. Tuff Inc.'s president and CEO believes that Tuff Inc.'s weakness lies in its lack of advertising and company brand, and she has a few ideas that might turn the business around and bring new growth, but she is unsure about how to execute these ideas, so she has asked you, an advertising executive, to consult and offer guidance and direction on this advertising project. Keep in mind that her management team, with whom you would work if you were hired after your consultation, is still somewhat unsure of whether the costs associated with advertising execution are a worthwhile investment considering the company's 10-year history and subsequent notoriety in the industry. After meeting with Tuff Inc.'s president and CEO and analyzing Tuff Inc.'s current advertising strategy (or lack thereof) as well as its advertising needs, you are preparing a proposal you will present to Tuff Inc.'s president and CEO and her management team in which you include the following information: •What role advertising and branding plays in the success of a business ◦Provide examples. •A description of one real-world example of an advertising campaign that successfully achieved a desired outcome ◦Why did it achieve its desired outcome? •A description of one real-world example of an advertising campaign that did not successfully achieve a desired outcome, and reasoning for why that campaign was unsuccessful ◦Why did it not achieve its desired outcome? •A description of one real-world company branding campaign that successfully achieved a desired outcome ◦Why did it achieve its desired outcome? •To showcase your creative capabilities and ethical awareness, and increase your chances of being hired by Tuff Inc., recommend an advertising campaign and branding strategy for Tuff Inc. ◦Why are you in support of such a strategy? ◦How will it benefit Tuff Inc. and bring the company new growth? ◦Explain why certain decisions are best supported with research. ◦How will you control the social impact your advertising campaign will have on Tuff Inc.? Name 1 possible social impact—for example, deception in advertising. One of the most common short-term arguments about advertising is that it is so frequently deceptive. How will you prevent Tuff Inc. from advertising deceptively?