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商品編號： 9-507-005 出版日期： 2007/01/16 作者姓名： Quelch, John A.;Winig, Laura 商品類別： Marketing 商品規格： 18p 再版日期： 2008/01/11 地域： United States 產業： Financial service sector 個案年度： 2006 - 2006
商品敘述：
Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives, message strategy, media selection, and performance measures. 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.
涵蓋領域：
Advertising campaigns;Advertising strategy;Brand management
相關資料：
, (9-508-064), 9p, by John A. Quelch;, (7414), 0p, by John A. Quelch;, (7591), 0p, by John A. Quelch;, (XLS220), 0p, by John A. Quelch, Laura Winig
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