Publications
Publications
  • October 1992 (Revised September 1993)
  • Case
  • HBS Case Collection

Nopane Advertising Strategy

By: David E. Bell
  • Format:Print
  • | Pages:4
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Abstract

Nopane is a proprietary drug that sells in much of the United States. It faces substantial competition. The brand manager is undertaking an experiment to determine whether ad copy should be emotional-based or rational-based. The data and associated regression results are included. Useful for an introductory course on statistics, market research, or regression analysis.

Keywords

Competition; Intellectual Property; Advertising; Health Care and Treatment; Brands and Branding; Product Marketing; Pharmaceutical Industry; United States

Citation

Bell, David E. "Nopane Advertising Strategy." Harvard Business School Case 893-005, October 1992. (Revised September 1993.)

About The Author

David E. Bell

Marketing
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