Publications

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August 1984 (Revised October 1994)
Case

Suave

By: Mark S. Albion

Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is... View Details

Keywords: Consumer Behavior; Product Marketing; Beauty and Cosmetics Industry

28 Aug 2010
News

Why we're all marketers now

October 1989
Case

Federal Express: The Money Back Guarantee (A)

Discusses a large overnight express company, which guarantees its service, and which has created a major headache for one of its customers. The problem exposes deficiencies in its service and in the guarantee it has advertised heavily. A formal complaint is made to the... View Details

Keywords: Service Delivery; Crisis Management; Service Industry; Shipping Industry

October 1981 (Revised June 1985)
Case

Vicks Health Care Division: Project Scorpio (B1)

To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well... View Details

Keywords: Product Positioning; Health Care and Treatment; Product Launch; Health Industry

October 1976 (Revised April 1983)
Case

Federal Express (A)

Federal Express is a small-package airline operating throughout the United States. After initial heavy losses it is now profitable. Management is examining the services offered by the firm and believes that there is great potential for "Courier Pak", an overnight... View Details

Keywords: Advertising; Product Marketing; Sales; Air Transportation Industry; Service Industry; United States

04 Feb 2020
Video

Ranjan Kapur

Ranjan Kapur, the India country manager of the WPP advertising agency, describes his human resources philosophy: empowering employees (which he describes as "letting the tiger out of the cage"), using... View Details

January 2008 (Revised March 2009)
Case

Framedia (A) Abridged

By: Li Jin, Carliss Y. Baldwin, Li Liao, Huabing Li and Jielun Zhu

Examines an acquisition in the highly competitive outdoor media advertising industry in China in late 2005. The transaction leads to eventual consolidation of the whole industry and positive stock reactions. Discusses equity consideration in the context of an M&A... View Details

Keywords: Mergers and Acquisitions; Venture Capital; Equity; Private Equity; Corporate Governance; Emerging Markets; Organizations; Consolidation; Valuation; Advertising Industry; China

04 May 2009
Research & Ideas

What’s Next for the Big Financial Brands

continue to assess accurately the risk profile of each local customer seeking a loan. As advertising for PNC Bank states: "Now more than ever responsible lending is everything." When consumers are uncertain, they need to have... View Details

Keywords: by John Quelch; Banking; Financial Services

June 2003 (Revised September 2004)
Exercise

The Pacific Sentinel: Role for Chris Coleman

By: Kathleen L. McGinn and Dina R. Pradel

A new publishing company has just purchased the Pacific Sentinel, a fictional West Coast newspaper. The new publisher is willing to invest $1 million in the future success of the paper and has asked the executive editor and advertising manager to develop a joint plan... View Details

Keywords: Negotiation; Conflict of Interests; Decision Making; Publishing Industry

2008
Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details

Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions

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March 2012
Article

The New Science of Viral Ads

By: Thales Teixeira

It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details

Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment

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10 Mar 2009
News

Why CMOs Are Gaining Ground in the Recession

06 Aug 2019
News

Super Bowl Ads Sell Products, but Do They Sell Brands?

11 Jun 2012
News

Obama, Romney Campaigns Taking 'See What Sticks' Approach To Web Videos

Video

Eye Tracker Technology in Action

25 Oct 2012
News

The Long and Controversial History of For-Profit Colleges

July 2002 (Revised October 2002)
Case

Bradley Marquez: Reduction in Force (A)

By: Thomas J. DeLong and Vineeta Vijayaraghavan

The Bradley Marquez advertising agency had created a successful niche delivering ethnic markets to their clients, corporate giants like Compaq, Sprint, Texaco, and British Airways. The company was operating in aggressive growth mode when, in 2000, the stock market... View Details

Keywords: Economic Slowdown and Stagnation; Financial Crisis; Price Bubble; Human Resources; Employees; Job Cuts and Outsourcing; Advertising Industry