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  • October 1987 (Revised November 1994)
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Boston Fights Drugs (A): Designing Communications Research

By: V. Kasturi Rangan
  • Format:Print
  • | Pages:33
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Abstract

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their own storyboards but are not sure if they are truly better.

Keywords

Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston

Citation

Rangan, V. Kasturi. "Boston Fights Drugs (A): Designing Communications Research." Harvard Business School Case 588-031, October 1987. (Revised November 1994.)
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About The Author

V. Kasturi Rangan

Marketing
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  • Blue Meridian Partners (B): Pivoting in a Crisis By: V. Kasturi Rangan
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  • M-KOPA: Empowering Lives By: V. Kasturi Rangan, Wale Lawal and Pippa Tubman Armerding
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