President of the National Agency for the placement is preparing to make the final step to sign Greyhound Canada as a client. Greyhound wants to change its brand as the main travel options, especially for commuters, and need effective ways to get its message to consumers. The company is considering product placement as a viable tool to create brand awareness, but worries about the loss of control over its brand image. An even more serious concerns about the lack of reliable indicators to assess the overall effectiveness of product placement. The case covers the basics of product placement, especially the strengths and weaknesses, and provides an excellent basis for discussion of its importance as part of the overall strategy of marketing communications. "Hide
by Robin Ritchie, Ramasastry Chandrasekhar Source: Richard Ivey School of Business Foundation 9 pages. Publication Date: Mar 09, 2007. Prod. # 907A06-PDF-ENG
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