Cyberian Outpost

17 Pages Posted: 21 Oct 2008  

Mark E. Parry

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

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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.

Keywords: internet, advertising, media planning, brand equity

Suggested Citation

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

Mark E. Parry (Contact Author)

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

5110 Cherry St.
Kansas City, MO 64110
United States

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