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Case
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Reference no. 9B01A020
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Adam Fremeth (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2001
Version: 2001-12-11
Length: 8 pages
Data source: Field research
Topics: Advertising effectiveness; Break-even analysis; Consulting
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Abstract

Malkam Cross-Cultural Training is a provider of language and cultural diversity training. A development associate must prepare recommendations for the firm''s latest marketing campaign. The company was anxious to develop its company brand as distinct from the reputation of its founder and president. The development associate had narrowed the promotional choices to two: develop a direct mail campaign or a print advertising campaign. He must be able to gauge and monitor the success of either or both campaigns.
Location:
Canada
Industry:
Personal Services
Size:
Small
Other setting(s):
2001
Teaching note
-
Reference no. 8B01A20
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Adam Fremeth (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2001
Version: 2001-12-11
Length: 7 pages
Data source: Field research
View full details

About

Abstract

Malkam Cross-Cultural Training is a provider of language and cultural diversity training. A development associate must prepare recommendations for the firm''s latest marketing campaign. The company was anxious to develop its company brand as distinct from the reputation of its founder and president. The development associate had narrowed the promotional choices to two: develop a direct mail campaign or a print advertising campaign. He must be able to gauge and monitor the success of either or both campaigns.

Settings

Location:
Canada
Industry:
Personal Services
Size:
Small
Other setting(s):
2001

Related

Teaching note
-
Reference no. 8B01A20
Subject category: Marketing
Authors: Elizabeth MA Grasby (Ivey Business School, Western University); Adam Fremeth (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 2001
Version: 2001-12-11
Length: 7 pages
Data source: Field research
View full details