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Thumbnail image for product with reference number 9-502-040
Mountain Dew: Selecting New Creative
Case
-
Reference no. 9-502-040
Subject category: Marketing
Authors: Douglas B Holt (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 5 October 2001
Length: 20 pages
Data source: Published sources
Topics: Advertising; Creativity; Brand management
Notes: To maximise their effectiveness, colour items should be printed in colour.
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Abstract

Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill. Includes color exhibits.
Location:
New York
Industry:
Non-alcoholic beverages
Size:
USD20 billion revenues, 124,000 employees
Other setting(s):
1999
Thumbnail image for product with reference number 5-503-076
Mountain Dew: Selecting New Creative
Teaching note
-
Reference no. 5-503-076
Subject category: Marketing
Authors: Douglas B Holt (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 24 December 2014
Revision date: 3-Feb-2015
Length: 13 pages
View full details
Thumbnail image for product with reference number 9-505-S19
Mountain Dew: Selecting New Creative
Case
-
Reference no. 9-505-S19
Spanish language
Subject category: Marketing
Authors: Douglas B Holt (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 5 October 2001
Revision date: 24-Apr-2019
Length: 21 pages
Data source: Published sources
Topics: Advertising; Creativity; Brand management
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details

About

Abstract

Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill. Includes color exhibits.

Settings

Location:
New York
Industry:
Non-alcoholic beverages
Size:
USD20 billion revenues, 124,000 employees
Other setting(s):
1999

Related

Thumbnail image for product with reference number 5-503-076
Mountain Dew: Selecting New Creative
Teaching note
-
Reference no. 5-503-076
Subject category: Marketing
Authors: Douglas B Holt (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2003
Version: 24 December 2014
Revision date: 3-Feb-2015
Length: 13 pages
View full details
Thumbnail image for product with reference number 9-505-S19
Mountain Dew: Selecting New Creative
Case
-
Reference no. 9-505-S19
Spanish language
Subject category: Marketing
Authors: Douglas B Holt (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 5 October 2001
Revision date: 24-Apr-2019
Length: 21 pages
Data source: Published sources
Topics: Advertising; Creativity; Brand management
Notes: To maximise their effectiveness, colour items should be printed in colour.
View full details