Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 9-509-S18
Spanish language
Subject category: Marketing
Authors: John A Quelch
Published by: Harvard Business Publishing
Originally published in: 1991
Version: 4 June 1993
Revision date: 26-Apr-2019
Length: 18 pages
Data source: Field research
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

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:
Size:
USD32 billion revenues
Other setting(s):
1989

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:
Size:
USD32 billion revenues
Other setting(s):
1989

Related