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Case
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Reference no. 9A81AS07
Spanish language
Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 1978
Version: 2005-02-01
Length: 21 pages
Data source: Published sources

Abstract

This is the Spanish version of ''9A81A007''. The marketing manager for over-the-counter (OTC) products at the drug company of Frank W Horner Limited of Montreal, was planning his 1978-1979 communications strategy for Fevertest. Described by McLoughlin as ''our first real consumer-type promotion'', Fevertest consisted of a thin plastic strip which, when applied to the forehead, indicated whether or not an individual had a fever. The marketing manager wondered whether he could improve upon the level of sales by investing in television advertising, an approach which had not been used during the initial promotional campaign.
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About

Abstract

This is the Spanish version of ''9A81A007''. The marketing manager for over-the-counter (OTC) products at the drug company of Frank W Horner Limited of Montreal, was planning his 1978-1979 communications strategy for Fevertest. Described by McLoughlin as ''our first real consumer-type promotion'', Fevertest consisted of a thin plastic strip which, when applied to the forehead, indicated whether or not an individual had a fever. The marketing manager wondered whether he could improve upon the level of sales by investing in television advertising, an approach which had not been used during the initial promotional campaign.

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Location:
Size:
Medium

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