printing - Publications - Faculty & Research

December 1992 (Revised June 1996)
Case

Siemens Corporation (A): Corporate Advertising for 1992

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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October 1990
Teaching Note

Dorio Printing Co., Teaching Note

By: Frank V. Cespedes

Keywords: Publishing Industry

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November 1987 (Revised August 1989)
Case

Dorio Printing Co.

By: Frank V. Cespedes

Keywords: Publishing Industry

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December 1978 (Revised March 1992)
Case

Archdiocese of New York

By: Stephen A. Greyser and John A. Quelch

A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. View Details

Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)

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