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      • 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.)
      • 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.)
      • 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
      Keywords: Advertising Campaigns; Political Elections; Relationships; Attitudes; Advertising Industry
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      Deighton, J. A., L. F. Alwitt, and J. Grimm. "Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond." In Television and Political Advertising. Vol. 1, edited by F. Biocca. Hillsdale, NJ: Lawrence Erlbaum Associates, 1991.
      • February 1991 (Revised April 1992)
      • Teaching Note

      New York Against AIDS (A) & (B) and Ad Council's AIDS Campaign (A) & (B), Teaching Note

      By: V. Kasturi Rangan
      Teaching Note for (9-590-036), (9-590-037), (9-590-105), and (9-590-106). View Details
      Keywords: Health Disorders; Advertising Campaigns; Advertising Industry
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      Rangan, V. Kasturi. "New York Against AIDS (A) & (B) and Ad Council's AIDS Campaign (A) & (B), Teaching Note." Harvard Business School Teaching Note 591-095, February 1991. (Revised April 1992.)
      • January 1991
      • Case

      Volkswagen of America: Audi 5000 (A)

      By: Stephen A. Greyser
      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
      Keywords: Advertising Campaigns; Brands and Branding; Marketing Strategy; Product Launch; Auto Industry; United States
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      Greyser, Stephen A. "Volkswagen of America: Audi 5000 (A)." Harvard Business School Case 591-065, January 1991.
      • January 1991
      • Supplement

      Volkswagen of America: Audi 5000 (B)

      By: Stephen A. Greyser
      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
      Keywords: Advertising; Advertising Campaigns; Product Launch; Performance Evaluation; Auto Industry; United States
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      Greyser, Stephen A. "Volkswagen of America: Audi 5000 (B)." Harvard Business School Supplement 591-066, January 1991.
      • November 1990
      • Case

      Eastern Airlines: The ""Fight Back"" Campaign

      By: Stephen A. Greyser and Norman Klein
      Keywords: Advertising Campaigns; Air Transportation Industry
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      Greyser, Stephen A., and Norman Klein. Eastern Airlines: The ""Fight Back"" Campaign. Harvard Business School Case 591-044, November 1990.
      • 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
      Keywords: Ethics; Religion; Advertising Campaigns; Brands and Branding; Food and Beverage Industry; United States
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      Quelch, John A. "PepsiCo and Madonna." Harvard Business School Case 590-038, May 1990.
      • 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
      Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations
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      Greyser, Stephen A., and Norman Klein. Philip Morris Companies' ""Bill of Rights"" Sponsorship Program. Harvard Business School Case 590-108, April 1990.
      • 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
      Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry
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      Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (A): Advertising Strategy." Harvard Business School Case 590-105, April 1990. (Revised January 1993.)
      • April 1990 (Revised April 1992)
      • Supplement

      Ad Council's AIDS Campaign (B): Program Adoption

      By: V. Kasturi Rangan and Janet Montgomery
      The answer to the (A) case. Explains Ad Council's plan. Outlines alliance with American Advertising Federation to enlist support of local Ad clubs, media presentation, and implementation strategy. View Details
      Keywords: Health Disorders; Advertising Campaigns; Advertising Industry
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      Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (B): Program Adoption." Harvard Business School Supplement 590-106, April 1990. (Revised April 1992.)
      • March 1990 (Revised March 1992)
      • Case

      New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign

      By: V. Kasturi Rangan and Sohel Karim
      Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details
      Keywords: Advertising Campaigns; Growth and Development; Health Care and Treatment; Marketing Communications; Failure; Advertising Industry; New York (city, NY)
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      Rangan, V. Kasturi, and Sohel Karim. "New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign." Harvard Business School Case 590-036, March 1990. (Revised March 1992.)
      • March 1990 (Revised March 1992)
      • Supplement

      New York Against AIDS (B): Backlash to the Advertising Campaign

      By: V. Kasturi Rangan and Sohel Karim
      Provides a follow-up to the (A) case. View Details
      Keywords: Health Disorders; Advertising Campaigns; New York (city, NY)
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      Rangan, V. Kasturi, and Sohel Karim. "New York Against AIDS (B): Backlash to the Advertising Campaign." Harvard Business School Supplement 590-037, March 1990. (Revised March 1992.)
      • April 1989
      • Case

      New England Brown Egg Council Takes on Salmonella

      By: Stephen A. Greyser and Norman Klein
      Keywords: Advertising Campaigns; Perception; Agriculture and Agribusiness Industry; New England
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      Greyser, Stephen A., and Norman Klein. "New England Brown Egg Council Takes on Salmonella." Harvard Business School Case 589-114, April 1989.
      • January 1989 (Revised December 1991)
      • Case

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

      By: Stephen A. Greyser
      Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details
      Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States
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      Greyser, Stephen A. British Airways: ""Go for It, America!"" Promotion (A). Harvard Business School Case 589-089, January 1989. (Revised December 1991.)
      • October 1988
      • Case

      Beef Industry Council: ""Beef--Real Food for Real People"" Campaign

      By: Stephen A. Greyser
      Keywords: Advertising Campaigns; Animal-Based Agribusiness; Agriculture and Agribusiness Industry; Food and Beverage Industry
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      Greyser, Stephen A. Beef Industry Council: ""Beef--Real Food for Real People"" Campaign. Harvard Business School Case 589-059, October 1988.
      • October 1988
      • Case

      National Pork Producers Council: ""Pork--The Other White Meat"" Campaign

      By: Stephen A. Greyser
      Keywords: Advertising Campaigns; Food; Food and Beverage Industry
      Citation
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      Greyser, Stephen A. National Pork Producers Council: ""Pork--The Other White Meat"" Campaign. Harvard Business School Case 589-055, October 1988.
      • September 1988 (Revised October 1992)
      • Case

      Suzuki Samurai

      By: John A. Quelch
      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
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      Quelch, John A. "Suzuki Samurai." Harvard Business School Case 589-028, September 1988. (Revised October 1992.)
      • August 1988 (Revised November 1989)
      • Case

      Reebok International Ltd.

      By: John A. Quelch
      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
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      Quelch, John A. "Reebok International Ltd." Harvard Business School Case 589-027, August 1988. (Revised November 1989.)
      • 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
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      Salter, Malcolm S. "Note on Advertising Effectiveness in the Beer Industry." Harvard Business School Background Note 382-096, November 1987.
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