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Publications
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- Faculty Publications (554)
- November 1991
- Case
Magic Johnson: Endorsements ""After""...?
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
- November 1991 (Revised October 1993)
- Supplement
British Airways: ""Go for It, America!"" Promotion (B)
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
- September 1991 (Revised December 1991)
- Case
G. Heileman Brewing Co. (A): Power Failure At PowerMaster
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
- 1991
- Chapter
Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond
By: J. A. Deighton, L. F. Alwitt and J. Grimm
- March 1991 (Revised June 1993)
- Case
Chevron Corp.: Corporate Image Advertising
By: John A. Quelch
Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details
- March 1991
- Teaching Note
Procter & Gamble Co. (A), Teaching Note
Teaching Note for (9-584-047). View Details
- February 1991 (Revised April 1992)
- Teaching Note
New York Against AIDS (A) & (B) and Ad Council's AIDS Campaign (A) & (B), Teaching Note
Teaching Note for (9-590-036), (9-590-037), (9-590-105), and (9-590-106). View Details
- February 1991 (Revised February 1991)
- Case
Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (A)
By: Nitin Nohria
- January 1991
- Case
Volkswagen of America: Audi 5000 (A)
Audi marketing executives and their advertising agency colleagues must decide which of several advertising executions should be employed for the introductory campaign for the Audi 5000, their new car entry scheduled to replace the Audi 100LS in the United States in the... View Details
- January 1991
- Supplement
Volkswagen of America: Audi 5000 (B)
Six months after the launch in the United States of Audi 5000, Audi marketing executives and their advertising agency must appraise the introductory advertising for the car. Three alternative campaigns to replace the current one are under consideration. View Details
- December 1990 (Revised February 1991)
- Supplement
Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (B)
By: Nitin Nohria
Keywords: Advertising Industry
- November 1990
- Case
Eastern Airlines: The ""Fight Back"" Campaign
By: Stephen A. Greyser and Norman Klein
- September 1990 (Revised November 1994)
- Case
Kao Corp.
By: John A. Quelch
As the Japanese diaper market expands, Kao management must determine its response to new product introductions by its two major competitors. Options include launching a new premium priced brand or a new low priced brand, or increasing advertising and promotion... View Details
- August 1990
- Case
General Foods Corp.: Adapting to the New Electronic Media
- May 1990
- Case
PepsiCo and Madonna
By: John A. Quelch
In 1989, PepsiCo withdrew an advertising campaign featuring Madonna following complaints from religious groups regarding the content of a Madonna video. View Details
- April 1990
- Case
Philip Morris Companies' ""Bill of Rights"" Sponsorship Program
By: Stephen A. Greyser and Norman Klein
Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used... View Details
- April 1990 (Revised January 1993)
- Case
Ad Council's AIDS Campaign (A): Advertising Strategy
By: V. Kasturi Rangan and Janet Montgomery
Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details