Schwab management evaluates the success of the recently launched “Talk to Chuck” advertising campaign. This campaign aims confusing to differentiate Schwab in the financial services market. Test market results facilitate discussion advertising objectives, message strategy, media selection, and relate the performance.

Schwab management evaluates the success of the recently launched “Talk to Chuck” advertising campaign. This campaign aims confusing to differentiate Schwab in the financial services market. Test market results facilitate discussion advertising objectives, message strategy, media selection, and relate the performance.
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from
John A. Quelch,
Laura Winig
Source: Harvard Business School
18 pages.
Publication Date: Jan 16, 2007. Prod #: 507005-PDF-ENG
Charles Schwab & Co., Inc.: “Talk to Chuck” advertising campaign HBR case solution

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