Publications

January 2000
Case

The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case

By: Jill Avery and Gerald Zaltman

An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details

Keywords: Brand Management; Brand Equity; Brand Communication; Brand ＆ Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Food and Beverage Industry; Consumer Products Industry

January 2000 (Revised April 2000)
Case

AsiaMail.com: What's in a Name?

By: Myra M. Hart and Sharon Peyus

Three founders of an international Internet company (e-mail-based marketing) struggle with naming the company. As they prepare to invest more than $10 million of first-round venture funding in advertising and marketing, they search for a name that will have power and... View Details

Keywords: Business Startups; Venture Capital; Brands and Branding; Internet and the Web; Entrepreneurship; Advertising; Marketing; Information Technology Industry; Service Industry; Asia

June 1999
Case

Major League Baseball--1999

By: Stephen A. Greyser and Elizabeth (Lisa) Smyth

Major League Baseball (MLB) has experienced a very positive 1998 season and must assess its situation and consider new initiatives for 1999. The latter include building, a fan base, television coverage, etc. View Details

Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Business and Stakeholder Relations; Situation or Environment

April 1999 (Revised September 2000)
Case

Interep National Radio Sales, Inc.

By: Benson P. Shapiro, Stephen X. Doyle and Wade Myers

Interep must mobilize sales information technology, organizational structures, and sales management processes to protect and enhance its strong position as a radio advertising sales firm. Opportunities and risks are high in this complex, rapidly changing sales agency... View Details

Keywords: Management Practices and Processes; Sales; Strategy; Information Technology; Advertising; Risk and Uncertainty; Opportunities; Fluctuation; Media and Broadcasting Industry; Advertising Industry; New York (state, US)

1999
Article

Managing Advertising and Promotion for Long-Run Profitability

By: Kamel Jedidi, Carl F. Mela and Sunil Gupta

Keywords: Management; Advertising; Profit

Article

The Effectiveness and Targeting of Television Advertising

By: R. Shachar and B. Anand

Keywords: Media; Advertising

Read Now

September 1998 (Revised May 1999)
Case

Arnold Communications

By: Teresa M. Amabile and Jeremiah Weinstock

The new owner and CEO of Arnold Advertising, a relatively small regional agency, aims to build it into Arnold Communications--a much larger, stronger firm competing successfully for national accounts. As part of this growth strategy, the agency develops a process for... View Details

Keywords: Management Practices and Processes; Creativity; Entrepreneurship; Advertising; Business Processes; Brands and Branding; Growth and Development Strategy; Advertising Industry

March 1998 (Revised August 1998)
Case

Pepsi Blue

By: John A. Quelch

Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image and "ownership" of the color blue against Coca-Cola's "ownership" of the color red. View Details

Keywords: Competition; Advertising; Brands and Branding; Food and Beverage Industry; United States

November 1997 (Revised December 1999)
Case

Cinemex

By: James L. Heskett

The founders of Cinemex, the largest capitalized venture start-up in Mexican history, are debating several issues concerning the operations of their new chain of motion picture theatres in Mexico City. The first concerns whether some seats should be left unsold to... View Details

Keywords: Business Startups; Service Operations; Debates; Venture Capital; Customer Satisfaction; Advertising; Investment; Theater Entertainment; Entertainment and Recreation Industry; Mexico City

Article

Long Term Impact of Promotion and Advertising on Consumer Brand Choice

By: Carl Mela, Sunil Gupta and Donald R. Lehmann

Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers

October 1996 (Revised April 1997)
Case

Tweeter etc.

By: John T. Gourville and George Wu

In the early 1990s, Tweeter etc., a small regional retailer of higher-end audio and video equipment, faced increasing competitive pricing pressures from several large regional and national consumer electronics chains. In response, in 1993, they introduced "Automatic... View Details

Keywords: Advertising; Customer Focus and Relationships; Price; Market Entry and Exit; Supply Chain Management; Competition; Electronics Industry; Retail Industry

June 1996
Case

Siemens Corporation (B): Corporate Advertising for 1996

By: Stephen A. Greyser and Norman Klein

Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results of key surveys that address audience awareness. Also includes other relevant activities to support Siemens USA's... View Details

Keywords: Advertising Campaigns; Learning; Balanced Scorecard; Operations; Outcome or Result; Advertising Industry

spring 1996
Article

The Effect of Manufacturer Advertising on Retail and Wholesale Margins

By: R. Lal and C. Narasimhan

Keywords: Advertising

February 1996
Teaching Note

Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN

By: V. Kasturi Rangan

Keywords: Environmental Sustainability; Advertising Campaigns; Advertising Industry

January 1996 (Revised January 1996)
Teaching Note

Colonial Broadcasting Co. TN

By: Arthur Schleifer Jr. and George Wu

Teaching Note for (9-894-011). View Details

Keywords: Contracts; Advertising; Television Entertainment; Entertainment and Recreation Industry; United States

October 1995 (Revised January 1998)
Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details

Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry