Case Name :      Capital One: Launching a Mass Media Campaign

Authors :           Robert J. Fisher, Ken Mark

Source :             Ivey Publishing

Case ID :            906A05

Discipline :        Marketing

Case Length :    20 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The Senior Brand Manager for Capital One Canada is developing the firm’s strategy for its first mass media advertising campaign there. He had been provided with a menu of U.S. and U.K. advertisements–with test results for each–which he can adapt for a Canadian audience. The key decisions the Senior Brand Manager faces includes which customer segment to focus on, what value proposition to signal to this segment, what advertisements should be used to deliver these messages, and what customization efforts are necessary. He has a presentation to Capital One’s senior management team and needs to back up his recommendations with numbers and logic.