Ivey Publishing
MMI Product Placement, Inc.
Product Number:
9B07A006
Publication Date:
04/02/2007
Length:
9 pages (7 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The president of a national placement agency is preparing to make a final pitch to sign Greyhound Canada as a client. Greyhound wants to reposition its brand as a mainstream travel option, particularly for suburban commuters, and needs cost-effective ways to get its message to consumers. The company views product placement as a viable tool for building brand awareness, but worries about losing control over its brand image. Even more serious are concerns about the absence of reliable metrics to assess the overall effectiveness of product placement. The case covers fundamentals of product placement, particularly with respect to strengths and weaknesses, and provides an excellent basis for discussing its value as part of an overall marketing communications strategy.
Issues:
Disciplines:
Entrepreneurship,  Marketing
Industries:
Administrative, Support, Waste Management and Remediation Services
Setting:
Small, 2005
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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