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Case
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Reference no. 9-585-014
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1984
Version: 16 April 1997
Length: 27 pages
Data source: Field research
Topics: Advertising; Advertising campaigns; Consumer marketing; International business
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Abstract

British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction.
Location:
United States
Industry:
Airlines
Size:
USD2.5 billion assets
Other setting(s):
1983
Teaching note
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Reference no. 5-587-016
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 7 July 1986
Length: 16 pages
Data source: Field research
View full details

About

Abstract

British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction.

Settings

Location:
United States
Industry:
Airlines
Size:
USD2.5 billion assets
Other setting(s):
1983

Related

Teaching note
-
Reference no. 5-587-016
Subject category: Marketing
Authors: John A Quelch (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 7 July 1986
Length: 16 pages
Data source: Field research
View full details