Publications
Publications
- October 1987 (Revised November 1994)
- HBS Case Collection
Boston Fights Drugs (A): Designing Communications Research
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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