| HBS Case Collection
An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget.
Keywords: Budgets and Budgeting;
Brands and Branding;
Lal, Rajiv, and Ann Leamon. "Guru.com". Harvard Business School Case 501-005, September 2000.