| HBS Case Collection
(Revised from original 2005 version)
Idea Village (A)
Andy Khubani, the CEO of Idea Village, a company that markets to consumers via direct-response TV ads, must decide whether to launch a campaign touting a hair removal product for women. Explains the direct-response industry and contrasts its methodology with traditional consumer goods marketing.
Lassiter, Joseph B., III, and Dan Heath. "Idea Village (A)." Harvard Business School Case 806-005, April 2006. (Revised from original July 2005 version.)