Cases in Advertising Management PDF
Preview Cases in Advertising Management
title: Cases in Advertising Management author: Nevett, T. R. publisher: NTC Contemporary isbn10 | asin: 0844233684 print isbn13: 9780844233680 ebook isbn13: 9780071401401 language: English Advertising--United States--Management-- subject Case studies, Advertising agencies--United States--Management--Case studies. publication date: 1992 lcc: HF5823.C185 1992eb ddc: 659.1 Advertising--United States--Management-- subject: Case studies, Advertising agencies--United States--Management--Case studies. Page iii Cases in Advertising Management Terence Nevett NTC Business Books NTC/Contemporary Publishing Company Page iv Library of Congress Cataloging-in-Publication Data Cases in advertising management / [edited by] Terence Nevett. p. cm. ISBN 0-8442-3368-4 1. AdvertisingUnited StatesManagementCase studies. 2. Advertising agenciesUnited StatesManagementCase studies. 1. Nevett, T. R. (Terence R.) HF5823.C185 1992 659.1dc20 91-44592 CIP Published by NTC Business Books An imprint of NTC/Contemporary Publishing Company 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646- 1975 U.S.A. Copyright © 1992 by NTC/Contemporary Publishing Company All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary Publishing Company. Printed in the United States of America International Standard Book Number: 0-8442-3368-4 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 Page v Contents Preface vii Acknowledgements ix Introduction xi Case 1 1 The Bloomington District Frederick B. Hoyt Case 2 9 Fanstone's Funeral Homes Terence Nevett Case 3 11 Angela's Flowers on Fourth Terence Nevett Case 4 17 B.I. Cycles of Madras, India Kartik Pashupati Case 5 23 Englander Advertising Agency Terence Nevett Case 6 27 Revlon Cosmetics Advertising John M. Schleede Case 7 35 Meds Tampons in Australia Terence Nevett Case 8 39 Huggies Pull-ups® Martha Rogers Case 9 45 Harry H. Gubbard, D.D.S Terence Nevett Case 10 49 Traffic Sign Vandalism in Iowa Katherine Toland Frith Case 11 61 Riversedge Marketing, Inc. Terence Nevett Case 12 65 Aspen Skiing Company Ads Terence Nevett Case 13 75 Canyon Breweries: Gloster Beer Roxanne Hovland Case 14 79 Jacobs Laboratories Task Force Terence Nevett Case 15 89 Sharpvision Optical Company Sevgin Eroglu Page vi Case 16 97 Rachman's Discount Store Roger Dickinson Case 17 103 Carswell's Restaurant Chain Terence Nevett Case 18 111 Sunburst Orange Juice, Florida Peggy J. Kreshel and Jill D. Swenson Case 19 121 Karlin-Martin Advertising Terence Nevett Case 20 129 Alma Cheese Co., Austria Ronald A. Fullerton Case 21 151 Magellan Luxury Travel Terence Nevett Case 22 159 Little Tykes Toy Company John M. Schleede Case 23 167 Michigan Lottery-Keno Terence Nevett Case 24 183 Peer Brothers Vacations Terence Nevett Case 25 189 N.Z. Kiwifruit Authority (B) Charles H. Patti and Shengliang Deng Case 26 219 United Chemical Products Terence Nevett Case 27 225 Trees Atlanta's Crossroads Cathy J. Cobb-Walgren Case 28 251 Marfio's Tijuana Takeout Terence Nevett Case 29 259 Neat 'n Tidy: Fine Accessories Terrence H. Witkowski Case 30 281 Portage Lake Charter Fishing Terence Nevett Case 31 291 Kleider International Clothing Gordon E. Miracle Case 32 307 Texas Tapes Audio Stores John M. Schleede Case 33 315 A&A Electric Limited of India Kartik Pashupati Case 34 333 Walpurgis Films-Home Videos Terence Nevett The Contributors 337 Page vii Preface A collection of cases like this is very much a team effort. I stand indebted to my fellow casewriters for agreeing to participate and for accepting my editorial direction with admirable equanimity. I am grateful, too, to those unsung heroes and heroines, the people who read and commented on cases, and to the students who acted as guinea pigs when cases were tried out in class. Their feedback has helped make this a better book. I must also mention Barbara Schafer's formidable word processing skills and her stoic acceptance of revisions on a monumental scale. Many individuals and organizations have assisted the casewriters by providing data, allowing access to records, answering queries, and reading through finished cases. Some of these are mentioned in the section of acknowledgments; others preferred to remain anonymous. We are grateful to them all. Numerous friends and colleagues in the academic and business communities have had an indirect influence on the shape of the book by making suggestions that have affected both its form and its content. They are far too many to list here, but I would like to express my gratitude for their interest and encouragement. I hope the finished product justifies their expectations. I am particularly appreciative of the support I have received from NTC Publishing Group, particularly Anne Knudsen and Karen Shaw. Without them the book would never have seen the light of day.
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