Publications
Publications
- March 1996 (Revised November 1997)
- HBS Case Collection
Dewar's (C): Exploring New Media Opportunities
By: Alvin J. Silk and Lisa Klein Pearo
Abstract
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S including other CD-ROM "digizines" and World Wide Web sites. Jamie Prusak must now decide how to evaluate these new opportunities, as well as several other lower technology media alternatives, in terms of costs, effectiveness and efficiency, and long-term impact on the brand's two target markets.
Keywords
Advertising Campaigns; Cost Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Media; Corporate Strategy
Citation
Silk, Alvin J., and Lisa Klein Pearo. "Dewar's (C): Exploring New Media Opportunities." Harvard Business School Case 596-094, March 1996. (Revised November 1997.)