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Case from journal
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Reference no. NAC2020
Subject category: Marketing
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 2000

Abstract

Ravin Lama's advertising agency was responsible for developing a two phased multimedia campaign for the AIDS Control and Prevention Project (AIDSCAP) in Nepal. Phase I, which was ongoing, attempted to increase AIDS awareness and condom use. Phase II would focus on addressing the fears of the general public regarding people living with AIDS. He had before him the results of some preliminary market research conducted to assess the effectiveness of the Phase I campaign. Prior to using this data, he had to determine whether it was adequate. If he decided that this research was inadequate, he then had to design a more detailed study that would allow him to conduct a more thorough evaluation of Phase I. On the other hand, if he considered this data sufficient, he could proceed with developing of the Phase II campaign, including determination of the campaign's objectives, target audience, and budget, as well as its media and creative strategies.

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Abstract

Ravin Lama's advertising agency was responsible for developing a two phased multimedia campaign for the AIDS Control and Prevention Project (AIDSCAP) in Nepal. Phase I, which was ongoing, attempted to increase AIDS awareness and condom use. Phase II would focus on addressing the fears of the general public regarding people living with AIDS. He had before him the results of some preliminary market research conducted to assess the effectiveness of the Phase I campaign. Prior to using this data, he had to determine whether it was adequate. If he decided that this research was inadequate, he then had to design a more detailed study that would allow him to conduct a more thorough evaluation of Phase I. On the other hand, if he considered this data sufficient, he could proceed with developing of the Phase II campaign, including determination of the campaign's objectives, target audience, and budget, as well as its media and creative strategies.

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