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