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Case
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Reference no. 9A93A012
Subject category: Marketing
Authors: Greg Mason (Ivey Publishing, Western University); Manfred Pearce (University of Bradford)
Published by: Ivey Publishing
Originally published in: 1993
Version: 1999-09-24
Length: 7 pages
Data source: Field research
Topics: Recreation
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Abstract

A marketing intern at Metro-Goldwyn-Mayer (MGM), must develop promotions for the new MGM release, "The Cutting Edge". These promotions would be obtained by giving away sneak preview passes to advanced screenings of the film. For example, advanced passes could be given away to a radio station. The station would run contests with its listeners and give free on-air plugs for the film. The intern was given free reign on setting up exciting new promotions using the free passes as a bargaining tool.
Location:
Canada
Industry:
Amusement and recreation services
Size:
Small
Teaching note
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Reference no. 8A93A12
Subject category: Marketing
Authors: Greg Mason (Ivey Publishing, Western University); Manfred Pearce (University of Bradford)
Published by: Ivey Publishing
Originally published in: 1993
Version: 1999-09-23
Length: 8 pages
View full details

About

Abstract

A marketing intern at Metro-Goldwyn-Mayer (MGM), must develop promotions for the new MGM release, "The Cutting Edge". These promotions would be obtained by giving away sneak preview passes to advanced screenings of the film. For example, advanced passes could be given away to a radio station. The station would run contests with its listeners and give free on-air plugs for the film. The intern was given free reign on setting up exciting new promotions using the free passes as a bargaining tool.

Settings

Location:
Canada
Industry:
Amusement and recreation services
Size:
Small

Related

Teaching note
-
Reference no. 8A93A12
Subject category: Marketing
Authors: Greg Mason (Ivey Publishing, Western University); Manfred Pearce (University of Bradford)
Published by: Ivey Publishing
Originally published in: 1993
Version: 1999-09-23
Length: 8 pages
View full details