Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 5 November 1997
Length: 16 pages
Data source: Field research
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Abstract
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S including other CD-ROM 'digizines' and World Wide Web sites. Jamie Prusak must now decide how to evaluate these new opportunities, as well as several other lower technology media alternatives, in terms of costs, effectiveness and efficiency, and long-term impact on the brand's two target markets.
Location:
Industry:
Size:
USD195 million revenues; 400 employees
Other setting(s):
1993-1995
About
Abstract
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S including other CD-ROM 'digizines' and World Wide Web sites. Jamie Prusak must now decide how to evaluate these new opportunities, as well as several other lower technology media alternatives, in terms of costs, effectiveness and efficiency, and long-term impact on the brand's two target markets.
Settings
Location:
Industry:
Size:
USD195 million revenues; 400 employees
Other setting(s):
1993-1995