Marketing Director, Federal Express, fast-growing air cargo, specializing in small packages, you need to choose a strategy to achieve a large increase in sales for one of the company's services. First, it must decide on the relative attention to place between advertising and personal selling, it must formulate specific plans to achieve new sales targets within six months. Nine pages of exhibits show examples of previous advertising Federal Express and its competitors, and provide data on print and broadcast advertising costs and audiences. "Hide
by Christopher Lovelock Source: Harvard Business School 18 pages. Publication Date: November 1, 1978. Prod. #: 579041-PDF-ENG
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