Senior brand manager for Capital One Canada is developing the firm's strategy for his first campaign of mass advertising media there. He was provided with a menu, the U.S. and UK advertising - with test results for each - that it can adapt to a Canadian audience. Key decisions, senior brand manager faces which includes a segment of clients to focus on what the value proposition to signal to this segment, that advertising should be used to deliver these messages, and what settings should pursue. He has an idea Capital One senior management team and needs to support its recommendations with numbers and logic. "Hide
by Robert J. Fisher, Ken Mark Source: Richard Ivey School of Business Foundation 20 pages. Publication Date: March 31, 2006. Prod. # 906A05-PDF-ENG
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