Spanish language
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 4 June 1993
Revision date: 26-Apr-2019
Notes: Customers will need to be registered on the Harvard Business Publishing website in order to view the video.
http://cb.hbsp.harvard.edu/cb/search/9-591-005?Ntk=HEMainSearch&N=0
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Abstract
This is a Spanish version. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford Research Institute is used in specifying target markets.
Location:
Industry:
Size:
USD32 billion revenues
Other setting(s):
1989
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 10 June 1991
Length: 5 pages
About
Abstract
This is a Spanish version. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford Research Institute is used in specifying target markets.
Settings
Location:
Industry:
Size:
USD32 billion revenues
Other setting(s):
1989
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 10 June 1991
Length: 5 pages