Abstract

http://ssrn.com/abstract=910080
 
 

Footnotes (67)



 


 



Cyberian Outpost


Mark E. Parry


University of Missouri at Kansas City - Department of Organizational Leadership/Marketing


UVA-M-0624

Abstract:     
In 1998, Cyberian Outpost, Inc. (www.outpost.com), was a leading Internet retailer specializing in computers, peripherals, and other electronic products. By that fall, however, the company founder and CEO, Darryl Peck, was concerned about the effectiveness of his company's Internet marketing efforts. After interviewing several advertising agencies, Peck selected advertising guru Cliff Freeman to design the first television advertising campaign for Outpost.com. As Peck reviewed a video of Freeman's work, he wondered what criteria he should use to evaluate Freeman's proposed advertising campaign.

Number of Pages in PDF File: 17

Keywords: internet, advertising, media planning, brand equity

working papers series


Download This Paper

Date posted: October 21, 2008  

Suggested Citation

Parry, Mark E., Cyberian Outpost. Darden Case No. UVA-M-0624. Available at SSRN: http://ssrn.com/abstract=910080

Contact Information

Mark Parry (Contact Author)
University of Missouri at Kansas City - Department of Organizational Leadership/Marketing ( email )
5110 Cherry St.
Kansas City, MO 64110
United States
Feedback to SSRN


Paper statistics
Abstract Views: 808
Downloads: 100
Download Rank: 148,160
Footnotes:  67

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo5 in 0.282 seconds