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      • Faculty Publications  (398)

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      • October 1988
      • Case

      National Pork Producers Council: ""Pork--The Other White Meat"" Campaign

      By: Stephen A. Greyser
      Keywords: Advertising Campaigns; Food; Food and Beverage Industry
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      Greyser, Stephen A. National Pork Producers Council: ""Pork--The Other White Meat"" Campaign. Harvard Business School Case 589-055, October 1988.
      • September 1988 (Revised October 1992)
      • Case

      Suzuki Samurai

      By: John A. Quelch
      Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details
      Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Advertising Industry; Advertising Industry; Japan; United States
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      Quelch, John A. "Suzuki Samurai." Harvard Business School Case 589-028, September 1988. (Revised October 1992.)
      • September 1988
      • Supplement

      Reebok Commercials--1988, Video

      By: John A. Quelch
      Set of seven commercials to accompany Reebok International Ltd. View Details
      Keywords: Marketing; Advertising; Apparel and Accessories Industry
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      Quelch, John A. "Reebok Commercials--1988, Video." Harvard Business School Video Supplement 889-507, September 1988.
      • August 1988 (Revised November 1989)
      • Case

      Reebok International Ltd.

      By: John A. Quelch
      Reebok executives are reviewing the company's advertising and promotion programs for the second half of 1988. These include sponsorship of the 1988 Summer Olympics and a rock concert tour organized by Amnesty International. In addition, Reebok is launching a new... View Details
      Keywords: Marketing Strategy; Music Entertainment; Advertising Campaigns; Sports; Advertising Industry; Advertising Industry; Advertising Industry
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      Quelch, John A. "Reebok International Ltd." Harvard Business School Case 589-027, August 1988. (Revised November 1989.)
      • November 1987
      • Background Note

      Note on Advertising Effectiveness in the Beer Industry

      By: Malcolm S. Salter
      Keywords: Advertising Campaigns; Performance Effectiveness; Food and Beverage Industry
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      Salter, Malcolm S. "Note on Advertising Effectiveness in the Beer Industry." Harvard Business School Background Note 382-096, November 1987.
      • October 1987 (Revised November 1994)
      • Case

      Boston Fights Drugs (A): Designing Communications Research

      By: V. Kasturi Rangan
      Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details
      Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston
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      Rangan, V. Kasturi. "Boston Fights Drugs (A): Designing Communications Research." Harvard Business School Case 588-031, October 1987. (Revised November 1994.)
      • October 1987 (Revised March 1992)
      • Supplement

      Boston Fights Drugs (B): Converting Research to Action

      By: V. Kasturi Rangan and Jennifer Lawrence
      Describes the results of the advertising pre-test described in the (A) case. The group must now decide how to implement its findings for maximum impact. View Details
      Keywords: Advertising; Welfare; Strategy; Advertising Industry; Boston
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      Rangan, V. Kasturi, and Jennifer Lawrence. "Boston Fights Drugs (B): Converting Research to Action." Harvard Business School Supplement 588-032, October 1987. (Revised March 1992.)
      • February 1987
      • Case

      PBS National Advertising Plan

      By: Stephen A. Greyser
      Keywords: Advertising; Media; Media and Broadcasting Industry
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      Greyser, Stephen A. "PBS National Advertising Plan." Harvard Business School Case 587-152, February 1987.
      • August 1986 (Revised February 1991)
      • Supplement

      Population Services International: The Social Marketing Project in Bangladesh, Video

      By: V. Kasturi Rangan
      Population Services International, a not-for-profit agency founded to promote family planning information and to market birth control products, had an agreement with the government of Bangladesh to conduct a social marketing program using modern marketing techniques to... View Details
      Keywords: Social Marketing; Health; Advertising; Marketing; Nonprofit Organizations; Government and Politics; Agreements and Arrangements; Health Industry; Bangladesh
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      Rangan, V. Kasturi. "Population Services International: The Social Marketing Project in Bangladesh, Video." Harvard Business School Video Supplement 887-506, August 1986. (Revised February 1991.)
      • September 1984 (Revised September 1993)
      • Case

      Nestle S.A.: International Marketing (A)

      By: John A. Quelch
      A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of... View Details
      Keywords: Globalized Firms and Management; Organizational Design; Organizational Structure; Marketing; Operations; Advertising; Management Teams; Food and Beverage Industry; Food and Beverage Industry; Switzerland
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      Quelch, John A., and Edward J. Hoff. "Nestle S.A.: International Marketing (A)." Harvard Business School Case 585-013, September 1984. (Revised September 1993.)
      • July 1984 (Revised April 1997)
      • Case

      British Airways

      By: John A. Quelch
      British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. View Details
      Keywords: Air Transportation; Globalization; Advertising Campaigns; Air Transportation Industry; England
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      Quelch, John A. "British Airways." Harvard Business School Case 585-014, July 1984. (Revised April 1997.)
      • May 1984 (Revised August 1987)
      • Case

      Raymond Mushroom Corp.

      By: Benson P. Shapiro
      In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference. View Details
      Keywords: Product Positioning; Advertising; Decisions; Price; Management Teams; Food and Beverage Industry
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      Shapiro, Benson P. "Raymond Mushroom Corp." Harvard Business School Case 584-093, May 1984. (Revised August 1987.)
      • November 1983 (Revised May 1990)
      • Case

      Procter & Gamble Co. (A)

      By: John A. Quelch
      An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial... View Details
      Keywords: Product Positioning; Advertising; Product Launch; Brands and Branding; Consumer Products Industry; United States
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      Quelch, John A. "Procter & Gamble Co. (A)." Harvard Business School Case 584-047, November 1983. (Revised May 1990.)
      • November 1983 (Revised May 1990)
      • Case

      Procter & Gamble Co. (B)

      By: John A. Quelch
      The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details
      Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States
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      Quelch, John A. "Procter & Gamble Co. (B)." Harvard Business School Case 584-048, November 1983. (Revised May 1990.)
      • January 1983 (Revised July 1985)
      • Case

      Cable News Network

      By: John A. Quelch
      The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. View Details
      Keywords: Advertising Campaigns; Management Teams; Journalism and News Industry; Journalism and News Industry
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      Quelch, John A. "Cable News Network." Harvard Business School Case 583-067, January 1983. (Revised July 1985.)
      • November 1982 (Revised June 1983)
      • Case

      Casual Male: Off-Price Men's Apparel Retailing

      By: Richard S. Tedlow
      Keywords: Marketing Strategy; Advertising; Apparel and Accessories Industry
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      Tedlow, Richard S. "Casual Male: Off-Price Men's Apparel Retailing." Harvard Business School Case 383-052, November 1982. (Revised June 1983.)
      • April 1982 (Revised June 1993)
      • Case

      Hart Schaffner & Marx: The Market for Separately Ticketed Suits

      By: Richard S. Tedlow
      Calls for a decision on whether Hart Schaffner & Marx, the nation's leading manufacturer of high quality, branded suits, should expand its product line by marketing suits that are separately ticketed (i.e., the coat, vest, and slacks are sold from individual hangers... View Details
      Keywords: Advertising; Decisions; Price; Markets; Distribution Channels; Production; Mathematical Methods; Competitive Strategy; Apparel and Accessories Industry
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      Tedlow, Richard S. "Hart Schaffner & Marx: The Market for Separately Ticketed Suits." Harvard Business School Case 582-134, April 1982. (Revised June 1993.)
      • May 1981 (Revised December 1992)
      • Case

      Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly

      By: John A. Quelch
      The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. View Details
      Keywords: Advertising; Budgets and Budgeting; Product Marketing; Brands and Branding; Consumer Products Industry; Consumer Products Industry
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      Quelch, John A. "Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly." Harvard Business School Case 581-047, May 1981. (Revised December 1992.)
      • May 1981 (Revised May 1985)
      • Case

      MEM Co., Inc.

      By: John A. Quelch
      The President of MEM Co., Inc. is assessing the proposed introduction of a new line of men's toiletries. He also must determine the best distribution channels and the size of the product's advertising budget. View Details
      Keywords: Advertising; Distribution Channels; Budgets and Budgeting; Product Development; Beauty and Cosmetics Industry
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      Quelch, John A. "MEM Co., Inc." Harvard Business School Case 581-154, May 1981. (Revised May 1985.)
      • December 1980 (Revised April 1981)
      • Case

      General Electric Co.: Appliance Division Advertising

      By: Stephen A. Greyser
      Keywords: Advertising; Marketing; Strategy; Manufacturing Industry; Manufacturing Industry
      Citation
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      Greyser, Stephen A. "General Electric Co.: Appliance Division Advertising." Harvard Business School Case 581-095, December 1980. (Revised April 1981.)
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