Describes Du Pont corporate advertising campaign in 1992, and its objectives and key messages. The campaign is in the historical company Du Pont set the positioning (“better things for better living”). Does target groups, budget considerations and the role of print and TV advertising and sponsorship of events. This also you heard Pont approach to evaluate their company’s advertising. Acquaints students with the objectives and detailed program features of a corporate … Read more »

Describes Du Pont corporate advertising campaign in 1992, and its objectives and key messages. The campaign is in the historical company Du Pont set the positioning (“better things for better living”). Does target groups, budget considerations and the role of print and TV advertising and sponsorship of events. This also you heard Pont approach to evaluate their company’s advertising. Acquaints students with the objectives and detailed program characteristics of corporate advertising campaigns to examine the continuity of the corporate image position of a large high-visibility diversified businesses.
«Hide

from
Stephen A. Greyser,
Norman Klein
Source: Harvard Business School
6 pages.
Publication Date: Dec 28, 1992. Prod #: 593 023 PDF-ENG
Dupont: Corporate Advertising for 1992 HBR case solution