Case | HBS Case Collection | December 1978 (Revised March 1992)

Archdiocese of New York

by Stephen A. Greyser and John A. Quelch


A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data.

Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US);


Greyser, Stephen A., and John A. Quelch. "Archdiocese of New York." Harvard Business School Case 579-123, December 1978. (Revised March 1992.)