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      • December 1992
      • Case

      BASF: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
      Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
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      Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
      • December 1992
      • Case

      Du Pont: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
      Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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      Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
      • December 1992 (Revised June 1996)
      • Case

      Siemens Corporation (A): Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details
      Keywords: Advertising Campaigns; Trade; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Germany; United States
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      Greyser, Stephen A., and Norman Klein. "Siemens Corporation (A): Corporate Advertising for 1992." Harvard Business School Case 593-022, December 1992. (Revised June 1996.)
      • December 1992 (Revised October 1993)
      • Case

      BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

      By: Stephen A. Greyser and Wendy Smith Schille
      Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details
      Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry
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      Greyser, Stephen A., and Wendy Smith Schille. "BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself." Harvard Business School Case 593-046, December 1992. (Revised October 1993.)
      • December 1992
      • Case

      Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion

      By: Ray A. Goldberg
      Keywords: Restructuring; Advertising Campaigns; Food and Beverage Industry; Europe
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      Goldberg, Ray A. "Ahold and AMS: The 1993 Restructuring of AMS and the 1992 AMS Coca-Cola Euro-Promotion." Harvard Business School Case 593-067, December 1992.
      • November 1992 (Revised April 1995)
      • Case

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

      By: V. Kasturi Rangan and Jayne D. Kramer
      In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis.... View Details
      Keywords: Advertising Campaigns; Social Marketing; Corporate Social Responsibility and Impact; Research; Environmental Sustainability; Welfare
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      Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign." Harvard Business School Case 593-062, November 1992. (Revised April 1995.)
      • November 1992 (Revised June 1993)
      • Case

      The Advertising Council Teen Alcoholism Campaign: Research and Strategy

      By: V. Kasturi Rangan and Jayne D. Kramer
      Keywords: Advertising Campaigns; Strategy; Health Disorders; Social Issues
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      Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council Teen Alcoholism Campaign: Research and Strategy." Harvard Business School Case 593-060, November 1992. (Revised June 1993.)
      • November 1992 (Revised June 1994)
      • Case

      Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution

      By: V. Kasturi Rangan and Jayne D. Kramer
      Keywords: Advertising Campaigns; Advertising; Strategy
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      Rangan, V. Kasturi, and Jayne D. Kramer. "Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution." Harvard Business School Case 593-061, November 1992. (Revised June 1994.)
      • November 1992 (Revised March 1997)
      • Case

      The Advertising Council: Corporate Strategy

      By: V. Kasturi Rangan and Jayne D. Kramer
      Keywords: Corporate Strategy; Advertising; Advertising Industry
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      Rangan, V. Kasturi, and Jayne D. Kramer. "The Advertising Council: Corporate Strategy." Harvard Business School Case 593-059, November 1992. (Revised March 1997.)
      • October 1992 (Revised September 1993)
      • Case

      Nopane Advertising Strategy

      By: David E. Bell
      Nopane is a proprietary drug that sells in much of the United States. It faces substantial competition. The brand manager is undertaking an experiment to determine whether ad copy should be emotional-based or rational-based. The data and associated regression results... View Details
      Keywords: Competition; Intellectual Property; Advertising; Health Care and Treatment; Brands and Branding; Product Marketing; Pharmaceutical Industry; United States
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      Bell, David E. "Nopane Advertising Strategy." Harvard Business School Case 893-005, October 1992. (Revised September 1993.)
      • 1992
      • Book

      The Marketing Roles and Impact of "Tombstone" Advertising

      By: S. A. Greyser and J. M. Case
      Keywords: Advertising
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      Greyser, S. A., and J. M. Case. The Marketing Roles and Impact of "Tombstone" Advertising. New York: Dow Jones & Company, 1992.
      • September 1992 (Revised October 1995)
      • Case

      Exxon: Communications After Valdez

      By: Stephen A. Greyser and Nancy Langford
      Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of... View Details
      Keywords: Advertising; Communication; Crisis Management; Marketing Communications
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      Greyser, Stephen A., and Nancy Langford. "Exxon: Communications After Valdez." Harvard Business School Case 593-014, September 1992. (Revised October 1995.)
      • August 1992 (Revised December 1994)
      • Case

      Sexual Harassment, Free Speech or ...?

      By: Lynn S. Paine
      Presents two brief vignettes about female employees who object to gender discrimination in their work environment. In one case, the manager of a convenience store removes "adult" magazines from the store's shelves because she sees them as damaging to women. In the... View Details
      Keywords: Moral Sensibility; Working Conditions; Law; Behavior; Managerial Roles; Crime and Corruption; Groups and Teams; Organizational Culture; Problems and Challenges; Gender
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      Paine, Lynn S. "Sexual Harassment, Free Speech or ...?" Harvard Business School Case 393-033, August 1992. (Revised December 1994.)
      • 1992
      • Book

      Cases in Advertising and Communications Management

      By: S. A. Greyser
      Keywords: Advertising; Communication; Management
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      Greyser, S. A. Cases in Advertising and Communications Management. 3rd ed. Englewood Cliffs, NJ: Prentice Hall, 1992.
      • May 1992
      • Teaching Note

      Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A) and (B), Teaching Note

      By: Nitin Nohria
      Keywords: Advertising Industry
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      Nohria, Nitin. "Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A) and (B), Teaching Note." Harvard Business School Teaching Note 492-040, May 1992.
      • February 1992 (Revised March 1995)
      • Case

      Amelia Rogers at Tassani Communications (A)

      By: Linda A. Hill
      Describes a conflict that has arisen between an account manager and a creative director at Tassani Communications, a Chicago-based advertising agency which is making the transition from entrepreneurial to professional management. The client, the marketing director of a... View Details
      Keywords: Rank and Position; Conflict Management; Change Management; Entrepreneurship; Practice; Behavior; Creativity; Problems and Challenges; Advertising Industry; Chicago
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      Hill, Linda A. "Amelia Rogers at Tassani Communications (A)." Harvard Business School Case 492-034, February 1992. (Revised March 1995.)
      • November 1991
      • Case

      Magic Johnson: Endorsements ""After""...?

      By: Stephen A. Greyser
      On Thursday, November 7, 1991, Los Angeles Lakers star Earvin "Magic" Johnson announced his retirement from basketball in the wake of having tested positive for HIV, the virus that causes AIDS. Magic Johnson was one of the most popular figures in sports, both... View Details
      Keywords: Marketing Strategy; Value; Sports; Advertising; Alliances; Problems and Challenges; Decision Choices and Conditions; Brands and Branding; Consumer Products Industry; Sports Industry; Entertainment and Recreation Industry
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      Greyser, Stephen A. Magic Johnson: Endorsements ""After""...? Harvard Business School Case 592-057, November 1991.
      • November 1991 (Revised October 1993)
      • Supplement

      British Airways: ""Go for It, America!"" Promotion (B)

      By: Stephen A. Greyser
      Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details
      Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry
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      Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (B). Harvard Business School Supplement 592-050, November 1991. (Revised October 1993.)
      • 1991
      • Chapter

      Advertising

      By: R. S. Tedlow
      Keywords: Advertising; Advertising Industry
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      Tedlow, R. S. "Advertising." In The Reader's Companion to American History, edited by E. Foner and J. A. Garraty. Boston: Houghton Mifflin, 1991.
      • September 1991 (Revised December 1991)
      • Case

      G. Heileman Brewing Co. (A): Power Failure At PowerMaster

      By: Stephen A. Greyser
      In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would be positioned as an upscale product and marketed on the basis of its superior taste, minority advocates and alcohol... View Details
      Keywords: Advertising Campaigns; Ethics; Lawfulness; Brands and Branding; Product Positioning; Demand and Consumers; Market Entry and Exit; Food and Beverage Industry
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      Greyser, Stephen A. "G. Heileman Brewing Co. (A): Power Failure At PowerMaster." Harvard Business School Case 592-017, September 1991. (Revised December 1991.)
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