Abstract
The case is concerned with the entire process of advertising planning for a new product launch in a highly competitive market. The case begins with the initial brief given to the advertising agency by the client. A series of multimedia campaigns in different parts of the country are considered. The focus of the case is on the development of overall promotional strategy and its evaluation.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0282 |
| Title | The Legwear Campaign |
| Pages | 15 |
| Published on | Jan 1, 1983 |
| Year of Event | 1981-1982 |
| Authors | Mohan, Manendra; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour, Strategic Management |
| Sector | Manufacturing |
| Country | India |
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