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商品編號： 9-579-012 出版日期： 1978/08/01 作者姓名： Ward, Scott;Cline, Craig E. 商品類別： Marketing 商品規格： 26p 再版日期： 1979/10/01 地域： New York 產業： Beverages;Non-alcoholic beverages 個案年度： 1968 - 1968
商品敘述：
After taking over Canada Dry''s mixers account in 1966, Grey Advertising assembled a successful ad campaign that increased ginger ale sales significantly. But Canada Dry''s market share for ginger ale and its other mixer products had remained the same or declined during this period. A consumer research study, using psychographics and various demographic and attitudinal techniques, is commissioned by Canada Dry as a prelude to a $2 million ad campaign designed to arrest the market share trend. Various consumer behavior, research, and managerial issues are raised by the study. Grey Advertising must now develop a strategy based on the results of this study.
涵蓋領域：
Market research;Advertising campaigns;Advertising strategy;Polls & surveys;Demographics;Marketing strategy;Consumer behavior
相關資料：
Case Teaching Note, (5-579-047), 7p, by Scott Ward
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