1992 Du Pont describes corporate advertising campaign and its objectives and key messages. The campaign takes place in the context of historical corporate positioning Du Pont (the "better things for better living"). Includes target audience, budget considerations, and the role of the press and television advertising, and event sponsorships. Also includes an approach by Du Pont assessment of corporate advertising. introduces students to the objectives and specific detailed program of corporate advertising campaign to study the continuity of corporate image position large high visibility diversified company. "Hide
by Stephen A. Greyser, Norman Klein Source: Harvard Business School 6 pages. Publication Date: December 28, 1992. Prod. #: 593023-PDF-ENG
Related Case Solutions & Analyses:
Dave Armstrong (B)
Sunshine Villas
Mod IV Product Development Team
The Weather Company
Grok (in 2013): Action Intelligence for Fast Data
Shady Trail
UBER: CHANGING THE WAY THE WORLD MOVES
Citizen-Centered Cities; Volume I: Case Studies of Public Involvement”
GLOBALIZING CONSUMER DURABLES: SINGER SEWING MACHINE BEFORE 1914
WIENER STAATSOPER (A): STREAMING FROM THE VIENNA OPERA HOUSE
