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- 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...
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Keywords:
Marketing Strategy;
Music Entertainment;
Advertising Campaigns;
Sports;
Advertising Industry;
Advertising Industry;
Advertising Industry
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
Salter, Malcolm S. "Note on Advertising Effectiveness in the Beer Industry." Harvard Business School Background Note 382-096, November 1987.
- July 1984 (Revised April 1997)
- Case
British Airways
By: John A. Quelch
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.
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Keywords:
Air Transportation;
Globalization;
Advertising Campaigns;
Air Transportation Industry;
England
Quelch, John A. "British Airways." Harvard Business School Case 585-014, July 1984. (Revised April 1997.)
- January 1983 (Revised July 1985)
- Case
Cable News Network
By: John A. Quelch
The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network.
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Keywords:
Advertising Campaigns;
Management Teams;
Journalism and News Industry;
Media and Broadcasting Industry
Quelch, John A. "Cable News Network." Harvard Business School Case 583-067, January 1983. (Revised July 1985.)
- 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.
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Keywords:
Advertising Campaigns;
Measurement and Metrics;
Media;
Public Opinion;
Valuation;
Media and Broadcasting Industry;
New York (state, US)
Greyser, Stephen A., and John A. Quelch. "Archdiocese of New York." Harvard Business School Case 579-123, December 1978. (Revised March 1992.)
- February 1974
- Case
Listerine Lozenges
Greyser, Stephen A. "Listerine Lozenges." Harvard Business School Case 574-062, February 1974.
- February 1973 (Revised June 1973)
- Case
Listerine Antiseptic (A)
Greyser, Stephen A. "Listerine Antiseptic (A)." Harvard Business School Case 573-060, February 1973. (Revised June 1973.)
- Research Summary
Compensatory Transfers in Collective Decision Making
By: Jerry R. Green
Jerry R. Green is studying mechanisms that can be employed to promote efficient collective decisions while providing justifiable compensation to participants who favor different, less efficient alternatives. This type of decision problem is pervasive in business,...
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- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and...
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Keywords:
Advertising;
Buzz Marketing;
Internet Marketing;
Marketing;
Marketing Management;
Social Media;
Social Networks;
Viral Marketing;
Word-of-mouth Marketing;
Digital;
Internet;
Marketing Channels;
Marketing Reference Programs;
Online Advertising;
Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
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