Capital One: Launching a Mass Media Campaign
The senior Brand Manager for Capital One Canada is developing the firm's strategy for its first mass media advertising campaign in Canada. He had been provided with a menu of U.S. and U.K. advertisements - with test results for each - which he can adapt for a Canadian audience. The key decisions the Senior Brand Manager faces includes which customer segment to focus on, what value proposition to signal to this segment, what advertisements should be used to deliver these messages, and what customization efforts are necessary. He has a presentation to Capital One's senior management team and needs to back up his recommendations with numbers and logic.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B06A005-E
Format: PDF
Number of pages: 18
Publication Date: Apr 11, 2006
Language: English
Review date: Sep 9, 2009
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Description
The senior Brand Manager for Capital One Canada is developing the firm's strategy for its first mass media advertising campaign in Canada. He had been provided with a menu of U.S. and U.K. advertisements - with test results for each - which he can adapt for a Canadian audience. The key decisions the Senior Brand Manager faces includes which customer segment to focus on, what value proposition to signal to this segment, what advertisements should be used to deliver these messages, and what customization efforts are necessary. He has a presentation to Capital One's senior management team and needs to back up his recommendations with numbers and logic.
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Year: 2005
Geographic Setting: Canada
Industry Setting: Administrative, Support, Waste Management and Remediation Services;
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"Capital One: Launching a Mass Media Campaign"
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