To optimize their effectiveness, color cases ought to be printed in color. The Mekanism case introduces students to an electronic media creation company specialized in creating viral marketing efforts for advertising agencies and their clients (e.g., Microsoft, AX, eBay, Toyota, etc.). Mekanism has grown immensely from 2007 to 2010 in part due to the growth of viral marketing as a promising promotion tool for advertisers to reach and engage with consumers cheaply and quickly via word-of-mouth.
Mekanism's president is contemplating expanding its services to other advertising content and media (e.g., televison, print, online) in effect becoming a full-service ad agency. This case is meant to discuss whether Mekanism should 'develop' into an ad agency or keep focused on making and distributing viral marketing content.
PUBLICATION DATE: April 03, 2012 PRODUCT #: 513S15-HCC-SPA
This is just an excerpt. This case is about STRATEGY & EXECUTION
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