Publications

September 1988 (Revised October 1992)
Case

Suzuki Samurai

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

September 1988
Supplement

Reebok Commercials--1988, Video

Set of seven commercials to accompany Reebok International Ltd. View Details

Keywords: Marketing; Advertising; Apparel and Accessories Industry

August 1988 (Revised November 1989)
Case

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

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

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

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

May 1987 (Revised May 1991)
Case

Crafted with Pride in U.S.A. Council

By: Stephen A. Greyser

Keywords: Advertising; United States

February 1987
Case

PBS National Advertising Plan

By: Stephen A. Greyser

Keywords: Advertising; Media; Media and Broadcasting Industry

1987
Book

Advertising and Promotion Management: A Manager's Guide to Theory & Practice

By: Paul Farris and John A. Quelch

1987
Book

Cases in Advertising and Promotion Management

By: John A. Quelch and Paul Farris

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

September 1984 (Revised September 1993)
Case

Nestle S.A.: International Marketing (A)

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; Health Industry; Switzerland

July 1984 (Revised April 1997)
Case

British Airways

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

spring/summer 1984
Article

Children as Consumers: An Ethical Evaluation of Children's Television Advertising

By: L. S. Paine

Keywords: Customers; Ethics; Media; Advertising

1984
Chapter

Structural Determinants of Ratios of Promotion and Advertising to Sales

By: John A. Quelch, Cheri T. Marshall and Dae R. Chang

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

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (A)

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

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

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