Chevron Corp.: Corporate Image Advertising
通常価格
¥1,276 JPY
通常価格
セール価格
¥1,276 JPY
単価
あたり
This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford Research Institute is used in specifying target markets.
【書誌情報】
ページ数:17ページ
サイズ:A4
商品番号:HBSP-591005
発行日:1991/3/21
登録日:2012/12/21