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Published by:
Harvard Business Publishing (2007)
Version:
11 January 2008
Length:
18 pages
Data source:
Field research
Abstract:
Schwab management is evaluating the success of the recently launched 'Talk to Chuck' advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives, message strategy, media selection, and performance measures.
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