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Case
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Reference no. 9-588-031
Subject category: Marketing
Authors: Joanna Lawrence (Accenture, United Kingdom); Barbara Trissel (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 14 November 1994
Length: 33 pages
Data source: Field research
Topics: Social enterprise; Advertising; Social services; Exchange rates; Communication strategy
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Abstract

Describes in detail the research mounted by five individuals with a $20, 000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their own storyboards but are not sure if they are truly better.
Location:
Massachusetts
Teaching note
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Reference no. 5-589-006
Subject category: Marketing
Authors: Thomas J Kosnik (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 17 August 1988
Length: 7 pages
View full details
Case
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Reference no. 9-507-S21
Spanish language
Subject category: Marketing
Authors: Barbara Trissel (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 14 November 1994
Revision date: 26-Apr-2019
Length: 34 pages
Data source: Field research
Topics: Social enterprise; Advertising; Social services; Exchange rates; Communication strategy
View full details
Supplement
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Reference no. 9-588-032
Subject category: Marketing
Authors: Joanna Lawrence (Accenture, United Kingdom); Barbara Trissel (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 11 March 1992
Length: 12 pages
Data source: Field research
Topics: Advertising; Communication strategy; Implementation; Social change; Social enterprise; Social services
View full details

About

Abstract

Describes in detail the research mounted by five individuals with a $20, 000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their own storyboards but are not sure if they are truly better.

Settings

Location:
Massachusetts

Related

Teaching note
-
Reference no. 5-589-006
Subject category: Marketing
Authors: Thomas J Kosnik (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 17 August 1988
Length: 7 pages
View full details
Case
-
Reference no. 9-507-S21
Spanish language
Subject category: Marketing
Authors: Barbara Trissel (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 14 November 1994
Revision date: 26-Apr-2019
Length: 34 pages
Data source: Field research
Topics: Social enterprise; Advertising; Social services; Exchange rates; Communication strategy
View full details
Supplement
-
Reference no. 9-588-032
Subject category: Marketing
Authors: Joanna Lawrence (Accenture, United Kingdom); Barbara Trissel (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 11 March 1992
Length: 12 pages
Data source: Field research
Topics: Advertising; Communication strategy; Implementation; Social change; Social enterprise; Social services
View full details