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Ervin Shames's
Scholarly Papers
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1,372 |
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1.
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Paul Farris
University of Virginia - Darden Graduate School of Business Administration Ervin Shames
University of Virginia - Darden Graduate School of Business Administration Eric Gregg
iLoyalty
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21 Oct 08
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21 Oct 08
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793
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Abstract:
This note reviews various approaches to designing, building, and monitoring the value of brand equity.
marketing, brand equity
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2.
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Paul Farris
University of Virginia - Darden Graduate School of Business Administration Ervin Shames
University of Virginia - Darden Graduate School of Business Administration Gordon Mitchell
affiliation not provided to SSRN
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21 Oct 08
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21 Oct 08
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277
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Abstract:
This case explores the decision by Levi Strauss & Company to sell its jeans at Wal-Mart.
joint ventures, marketing programs, marketing strategy
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3.
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Paul Farris
University of Virginia - Darden Graduate School of Business Administration Ervin Shames
University of Virginia - Darden Graduate School of Business Administration
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21 Oct 08
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Last Revised:
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21 Oct 08
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105
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Abstract:
Kuhn Flowers is an extremely successful florist in Jacksonville, Florida. This case describes Kuhn's marketing and operations strategies, emphasizing the synergies between them. As a backdrop to the case, the trends in the flower-retailing industry are described, together with the more recent entry of Wal-Mart and other "power" retailers.
service operations, marketing, retail marketing, strategy
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4.
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Paul Farris
University of Virginia - Darden Graduate School of Business Administration Robert L. Carraway
University of Virginia - Darden Graduate School of Business Administration Ervin Shames
University of Virginia - Darden Graduate School of Business Administration
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21 Oct 08
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21 Oct 08
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78
(93,426)
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Abstract:
Benecol Spread, a cholesterol-lowering margarine, was a product with unusual media-planning challenges. With a narrow target group and unproven market potential, Johnson and Johnson needed to get the most bang for the buck from its Benecol advertising. Would a media-planning model (optimizer) requiring executives to quantify their judgment on several key inputs be helpful in this process? A spreadsheet accompanying the case allows students to weight the target groups and to choose among different advertising vehicles to form the best possible media plan.
advertising, advertising media, advertising strategy, media planning
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5.
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Paul Farris
University of Virginia - Darden Graduate School of Business Administration Ervin Shames
University of Virginia - Darden Graduate School of Business Administration
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16 Jun 09
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Last Revised:
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04 Aug 09
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28
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Abstract:
The Silk Soymilk brand evolves from a single homemade product to a regional then national brand, facing challenges such as investment influx, acquisition, and competition from new entrants into the market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories and how its efforts could best realize growth targets. Which option carries the biggest risks, and which would best enhance its position as a market leader?
advertising, promotion, brand strategy
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6.
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Paul Farris
University of Virginia - Darden Graduate School of Business Administration Ervin Shames
University of Virginia - Darden Graduate School of Business Administration
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16 Jun 09
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Last Revised:
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04 Aug 09
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26
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Abstract:
This note provides a brief overview of some important perspectives on how advertising messages "work" to persuade consumers. The note reviews the traditional hierachy of effects, cognitive dissonance, lower involvement, and elaboration by aspects models of consumer behavior.
advertising, decision making
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7.
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Ervin Shames
University of Virginia - Darden Graduate School of Business Administration John Ferries
affiliation not provided to SSRN
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16 Jun 09
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Last Revised:
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03 Aug 09
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26
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Abstract:
This note briefly examines the history of advertising agency compensation and the types of compensation arrangements currently in use.
advertising
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8.
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Paul Farris
University of Virginia - Darden Graduate School of Business Administration Ervin Shames
University of Virginia - Darden Graduate School of Business Administration Eric Gregg
iLoyalty Sonia Almedia
affiliation not provided to SSRN
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16 Jun 09
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Last Revised:
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16 Jun 09
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25
(153,767)
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Abstract:
This case allows students to explore the impact of the Internet on an industry structure, value chain, and business models. The combiination of broad band Internet access, faster computer processing, and compression software (MP3) has encouraged the evolution of online music trading and distribution. The case encourages students to view appropriate actions for all industry participants: retailer, music companies, performing/recording artists, government regulators, and emerging online distributors.
channesl of distribution, pricing
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9.
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Paul Farris
University of Virginia - Darden Graduate School of Business Administration Ervin Shames
University of Virginia - Darden Graduate School of Business Administration
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16 Jun 09
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Last Revised:
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04 Aug 09
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10
(196,016)
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Abstract:
The notes describes various methodologies and philosophies of advertising copy test. Additional material this might be used with: MANAGING SPENDING BALANCE IN ADVERTISING CAMPAIGNS: THE GRODD MODEL REVISITED.
advertising
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10.
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Ervin Shames
University of Virginia - Darden Graduate School of Business Administration John Ferries
affiliation not provided to SSRN
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16 Jun 09
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Last Revised:
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03 Aug 09
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4
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Abstract:
The Merrill Advertising Group is a large advertising agency with extensive experience in global marketing and advertising, especially with the Marlboro account. The Technica camera company has just awarded Merrill their advertising account. Technica has been conducting their marketing on a decentralized, national basis. Because of competitive and cost pressures they want to change to global marketing and expect Merrill to play a leadership role in making this happen. The case centers on Scott Anderson, the Merrill management supervisor who is assigned responsibility for the Technica account. The case focuses on the year following the assignment, the actions and policies taken by the client and agency and the results they attain.
10K form
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