Case | HBS Case Collection | September 2000 (Revised November 2000)

by Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins


Describes the situation faced by in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right message.

Keywords: Advertising Campaigns; Business Startups; Business or Company Management; Marketing Strategy; Market Entry and Exit; Corporate Strategy; Web Services Industry;


Lal, Rajiv, Nilanjana R. Pal, and Jodi L. Prins. "" Harvard Business School Case 501-025, September 2000. (Revised November 2000.)