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Samuel JohnsonThis study is conducted to analyze the effect ownership concentration, liquidity, and leverage towards firm performance with political connection as a moderating variable. This study examines 36 companies in the LQ-45 index during the period of 2017 to 2022. This study utilizes a quantitative approach and panel data analysis. The study found that ownership concentration has a significant effect and positive effect towards firm performance measured using Tobin's Q.The study found that ownership concentration negatively influences firm performance at a significant level when the firm has a political connection. Liquidity positively affects firm performance, and it is not a significant level. Leverage negatively influences firm performance, and it is not significant to firm performance. The COVID-19 negatively and significantly influences firm performance of the stocks in LQ-45 index. The findings of this research may help investors, fund managers, and pensions funds by adding ownership concentration as a variable of consideration as a variable of consideration in choosing a stock.
2024
The paper explores the evolution of sports sponsorship activation, from simple brand exposure to approaches for influencing fan behavior and brand loyalty. It investigates how this transformation correlates with the arrival of digital media and social networks, which enable global reach, direct fan involvement, and data-driven participation. The study investigates how sponsorship strategies adapt to cultural shifts, with a particular emphasis on shifting consumer attitudes and the incorporation on influencer marketing. It also investigates the impact of economic issues such as changing customer tastes and technological improvements on sponsorship effectiveness. Understanding these patterns allows sports organizations, sponsors, and other stakeholders to develop tactics that appeal with fans and generate positive views towards both teams and sponsors in today's changing sports marketing scene.
2024
In contemporary organizational landscapes, effective talent management practices are imperative for the success and sustainability of digital startups. Despite this recognition, a concerning trend of startup failures due to premature scaling underscores the need for enhanced talent management strategies. This study addresses the gap literature by investigating the impact of leadership styles, specifically transformational, transactional, and laissez-faire, on talent management practices and digital startup performance. Using structural equation modeling (SEM) with Partial Least Squares (PLS) methodology, both inner and outer model are employed to analyze the relationships among the variables. The study identifies transformational leadership as having a positive but relatively low impact on digital startup performance, even when mediated by talent management. Transactional leadership, while showing a higher direct impact on performance, exhibits a moderate influence when mediated by talent management. Laissez-faire leadership, with a notably high direct impact on performance, contingent upon the startup's maturity level. These findings contribute to the understanding of leadership-talent management-performance dynamics in the context of digital startups, shedding light on the nuanced relationships between these variables. Moreover, the study emphasizes the importance of tailored talent management approaches aligned with the developmental stage of the startup. Practical implications derived from this research offer valuable insights for startup founders, CTOs, and managers, enabling them to optimize talent management strategies to enhance organizational performance and navigate the challenges of the dynamic startup ecosystem effectively.
2024
This study investigates the influence of celebrity endorsement characteristics and perceived food quality on brand love and brand loyalty among patrons of Geprek XYZ, a celebrity-owned restaurants in Jakarta. The problem addressed is the sustainability of celebrity-owned restaurants, which, despite their initial popularity due to celebrity influence, often struggle to maintain customer loyalty. Data were collected from 131 respondents using google forms, focusing on individuals familiar with the celebrity owner, who had made repeat purchases, and resided in Jakarta. The survey sought to understand how the attributes associated with the celebrity and the perceived quality of food influence customer attitudes towards the brand. Structural equation modeling (SEM) using SmartPLS 4 was employed for analysis. Finding indicate that while perceived food quality significantly enhances brand love and loyalty, celebrity endorsement characteristics did not have a significant impact on brand love. This highlights that product quality may be more influential than celebrity status in fostering lasting customer relationships in the restaurant industry. The results provide insights into the challenges of leveraging celebrity status for long-term business success and offer practical implications for marketing strategies in celebrity-owned businesses.
2024
This in-depth study explores the complex relationships between experiential marketing (EM) and sensory marketing (SM) in the special setting of South Jakarta Starbucks patrons. Utilizing a careful sample size of 208 participants who satisfy certain requirements-such as being older than 17 years old, having recently made purchase at Starbucks in South Jakarta, and having at least two previous purchase of Starbucks products-the study uses structural equation modeling-partial least squares (SEM-PLS) via smartPLS 4 to provide reliable data analysis. The main goal is to analyze and fully grasp the subtle effects of experiential and sensory marketing on customer satisfaction (CS) and customer loyalty (CL) in the context of Starbucks customers. The study attempts to unravel the complex correlations between various marketing methods and the important measures of consumer happiness and loyalty by utilizing cutting-edge statistical methodologies. The projected outcomes are prepared to serve as a tactical road map, enabling the customization of marketing tactics to improve the entire consumer experience and cultivate long-term loyalty in this dynamic market. In addition to adding insightful new information to the body of literature, this study aims to provide useful recommendations for south Jakarta-based firms like Starbucks. The expected results could potentially direct businesses in creating customized strategies that surpass traditional methods and especially address the tastes and habits of South Jakarta Starbucks customers. The study's ultimate goal is to function as a catalyst for improved customer satisfaction and loyalty, which will help firms succeed and expand in this cutthroat industry.
2024
The impact of financial indicators and macro-economic variables on financial performance and stock return of coal mining companies listed in Indonesia stock exchange before and during the COVID-19 Pandemic (2014-2023)
Coal export contributed 4.16 percent to Indonesia GDP in 2023. However, the contribution is fluctuated from 2014 to 2023. However, the contribution is fluctuated from 2014-2023 according to the central bureau of statistics in Indonesia (BPS). The global shift away from coal, spurred by COP26 and COP28 agreements, where declining demand and potential trade restrictions are likely to significantly impact coal-dependent economies by reducing revenue and necessitating economic diversification. This study obtained financial and macroeconomic analyses before and during COVID-19 at seven coal mining companies. This methodology is quantitative, and the data was collected from the annual financial reports of seven coal mining companies listed on the stock exchange from 2014 to 2023. This research used microsoft excel, eviews, and IBM SPSS, to process descriptive analytical test, classical assumption, panel data regression of model estimation, model selection, and hypothesis test.
2024
The influence of marketing mix on customer intention and purchasing decisions moderated by social networking for choosing a golf course in Jabodetabek
Indonesia is one of the countries that also experiences and is affected by COVID-19, due to the existence of work from home or WFH and social distancing, WFH people cannot leave the house. This has an impact on people's lives including the economic sector. Public interest in golf during the pandemic has increased. Golf games that are carried out in open and spacious places allow golfers to apply physical distancing and are supported by qualified health protocols making golf a popular sporting choice during this pandemic. This research aims to determine and analyze the influence of the marketing mix on customer intentions and purchasing decisions moderated by social networks in choosing a golf course in Jabodetabek. This research uses primary data obtained from distributing questionnaires containing respondents' opinions about marketing mix on customer intentions and purchasing decisions moderated by social networks in choosing a golf course in Jabodetabek. The sampling method used was random sampling. From a population of 195 people, all were taken as samples for this research. The analysis method used is SEM PLS using SmartPLS 4.0 software. The results of this study indicate that product has an effect on customer intentions, price has no effect on customer intentions, place has no effect on customer intentions, promotion has an effect on cutsomer intentions, customer intentions affect purchasing decisions, and social networking and customer intentions have no effect on purchasing decisions.
2024
gate io vs kucoin
This research explores the business strategy of Ayam Goreng Cabe Ijo Mas Hendy, an Indonesian restaurant, to address the challenges posed by digital transformation. Through a SWOT analysis with the support of PESTLE and porter five analysis to This research explores the business strategy of Ayam Goreng Cabe Ijo Mas Hendy, an Indonesian restaurant, to address the challenges posed by digital transformation. Through a SWOT analysis with the support of PESTLE and porter five analysis to prompt the external analysis, the study identifies its strengths and weaknesses and strategic opportunities and threats in the restaurant business. Interviews with key stakeholders, including owners, restaurant management staff, and a few loyal customers, provide insights into the restaurant's capabilities and challenges ahead. The results are ranked based on importance, performance, significance, and business's response and synthesized into a TOWS matrix with quantitative values. This process led to the formulation of various business plans and actionable recommendations, enabling the restaurant to adapt to digital trends and enhance its competitive advantage. The results show the readiness for ayam goreng Cabe Ijo Mas Hendy to grow using digitalization tools with proper transition. The study highlights the potential of Ayam Goreng Cabe Ijo Mas Hendy in the digital transformation circumstances to stay competitive and relevant.This research explores the business strategy of Ayam Goreng Cabe Ijo Mas Hendy, an Indonesian restaurant, to address the challenges posed by digital transformation. Through a SWOT analysis with the support of PESTLE and porter five analysis to prompt the external analysis, the study identifies its strengths and weaknesses and strategic opportunities and threats in the restaurant business. Interviews with key stakeholders, including owners, restaurant management staff, and a few loyal customers, provide insights into the restaurant's capabilities and challenges ahead. The results are ranked based on importance, performance, significance, and business's response and synthesized into a TOWS matrix with quantitative values. This process led to the formulation of various business plans and actionable recommendations, enabling the restaurant to adapt to digital trends and enhance its competitive advantage. The results show the readiness for ayam goreng Cabe Ijo Mas Hendy to grow using digitalization tools with proper transition. The study highlights the potential of Ayam Goreng Cabe Ijo Mas Hendy in the digital transformation circumstances to stay competitive and relevant.prompt the external analysis, the study identifies its strengths and weaknesses and strategic opportunities and threats in the restaurant business.
2024
Financial performance analysis, evaluation and financial health assessment of PKU Muhammadiyah Surakarta Hospital, Before and during implementation of digital transformation (2016-2023)
Digital transformation (DT) has become a significant force in the ever-changing, and inevitaDigital Transformation (DT) has become a significant force in the ever-changing, and inevitable, world of healthcare and management. Not only does it change the way medical services are provided, but also the structure of the hospital's digitized information system as a whole. This study aims to analyze and evaluate how the impact of DT implementation to improve the quality of excellent service, effectiveness and operational efficiency on financial performance at PKU Muhammadiyah Surakarta Hospital. Secondary data of the hospital's financial statements collected from 2016-2023, where 2016Q2-2019 and 2020Q2-2023 were used to analyze and evaluate the hospital's financial ratios before and during DT implementation.
2024
Scenario planning for artificial intelligence implementation in Retailer business in Indonesia : Case study of retailer X
Artificial Intelligence (AI) was perceived as the future of industries. The adoption of AI was put in place as the industry movement towards technology advancement. Retailer business, dealing with customers, shoppers, products, and supply chain process, opened up opportunity for business improvement using the AI. Starting with the increasing awareness of data importance, implementation of AI expectedly would elevate the conservative retail business by incorporating machine learning into the business process. However, the development of artificial intelligence in retail did not see a firm road map yet. This led to retailer industry being behind in terms of AI adoption when compared to other industries. The objective of this research was to asses and analyze the stages of AI implementation in retailer in Indonesia, in order to build road map of the implementation. Data was collected primarily using case study in one of the retailers. Reference was taken from previous studies and journals discussing the related subjects. The study used qualitative methodology, in which in depth interviews with the subject matter experts of the respective retailer conducted in explorative way. Findings highlighted the limited preparation to adopt AI in the case study retailer. There were to drivers for this. First was unformulated digital transformation strategy and second was competitive strategy that led to business initiative priority. The limited preparation led to road map designed had to begin from building strong understanding of both AI and organizational capabilities as fundamental stepping stone. Top leadership involvement became crucial to drive top down direction regarding AI implementation strategy.
2024
Perceived organizational support and its impact on generation Z's turnover intention in the Indonesian e-commerce industry : the mediating role of job satisfaction
In the present day, the workforce is characterized by its diversity, encompassing various aspects such as gender, race, ethnicity, culture, work style, and notably, age, particularly in Indonesia. However, the high turnover rate among generation Z not only poses a societal concern but also leads to noticeable changes in the e-commerce industry, traditionally known for its high turnover rate. Nevertheless, there s still limited studies which have investigated the factors influencing turnover intention among employees in the Indonesian e-commerce sector with the mediating effect of Job satisfaction specifically for the gen Z. Therefore, this study aims to examine the effects of perceived organizational support and job satisfaction of generation Z employee on Indonesian e-commerce industry. Utilizing a quantitative approach with a questionnaire-based survey, the author collected data from a sample of 268 gen Z employees working in e-commerce company around greater Jakarta area. The partial least square structural equation model (PLS-SEM) were employed for data analysis. The results reveal that there was no significant effect of perceived organization support on turnover intention (TI) among gen Z. Then, job satisfaction had a significant and positive effect on turnover intention. Furthermore, perceived organization support had a significant and positive effect on Job satisfaction. Then, there is a strong positive relationship of perceived organizational support toward turnover intention with job satisfaction as a mediating factor.
2024
We have many types of collections in our library, range from Fictions to Sciences Material, from printed material to digital collections such CD-ROM, CD, VCD and DVD. We also collect daily serials publications such as newspaper and also monthly serials such as magazines.
Book
2047Skripsi
275Thesis
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556GFP
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0Reference
192
PT. Vivere Multi Kreasi has been present in Jabodetabek, Surabaya, and Bali through its 12 representative stores with core competencies in home furnishings and accessories branded as VIVERE. It currently has three marketing channels: Store, Project, and Online. The company takes much of their effort and focus to develop their physical stores more than its other channel, despite the fact that their project channel has shown good growth performance. This study is attempting to find the root cause of why the total revenue from 2015 to 2016 decreased by 1.6% despite of the launch of new gift stores, display warehouse outlet, online channeland growing property sector. Based on calculated assumptions, it shows that currently the company is only capturing 4.1% of total available furniture markets and about 4-5% capturing home accessories market. This study concluded that, the company’s current channels are not effectively tailored to serve neither their specific customer types nor the target market segment. In order to design a tailormade channel, the company’s customer segments then studied, and customer buying behavior and decision process in the target market segment were thoroughly reviewed. As the result, three customer segments for furniture market identified in this study: those are end user, interior designer, and corporation. In home accessories market, this study also found two customer segments, which are end user and corporation. As recommendation, in order to effectively served those customer segments, this study proposes five different marketing channel design mixes for the company to focus their marketing effort on, in order to add values to support their competitive advantage in the respective business environment. Each of the designs was thoroughly and specifically intended to effectively serve each of those identified customer segments in the target market. Supervisor: Rudianto Prabowo
2017
Mechanical energy conversion of gas into electricity using a gas engine will produce waste heat which can be utilized as a co-product. With co product will increase the value of energy efficiency than previously when only produce electricity about 40 percent, with a co-product such as by technology CHP (Combined Heat and Power) or CCHP (Combined Cooling Heating and Power), would be more than 2 times the efficiency of the original 80-sd typically around 85% of them. So, that conservation, this technology will be better.Industrial and commercial buildings usually require a source of energy in the form of steam heating or cold air from the results of this energy conversion. Survey on gas users illustrates that the tire production plants, food production and manufacturing in addition to requiring power also require steam as an energy source for production. Steam heat in the production process is not having high temperature of around 150oC with a pressure of approximately 7-8 bar so that the waste heat from the gas engine can be satisfied. While commercial buildings besides electricity also require air conditioning. Some commercial buildings surveyed have used air conditioning systems using waste heat as an energy source which is the output of the gas engine.The survey on producer gas engine is known that the gas engine has also been designed for low emissions that are environmentally friendly. In the example of the calculation of the gas engine to generate electricity alone and with gas prices today, it is less economical when compared to electrical systems that combine different types of power plants. But if the gas engine has been prepared to become a CHP or CCHP will be able to generate value for the lower cost of electricity existing tariff system.Overview on examples of problems CHP in PGN’s Office building at Bekasi to see economic studies using spreadsheets created show that for on the Project IRR of 21.88% and 99% capacity factor like the output price electricity prices amounted to 11.07 cents USD per kWh, cooling energy 32.8 cents USD per TRh with 13,500 rupiah exchange rate. Machine Capacity used is 8,450 kWh/day (Gas Engine) and 7,605 TRh/day. The gas consumption required is 3,726.45 m3/day (0,13 MMSCFD). The financial output is IRR 21.88 %, Engine Investment is USD 1.1 million, Payback period 5 year and NPV Project $ 660,147. Supervisor: Tritjondro Baskoro
2017
Increased utilization of domestic natural gas requires integration between gas production planning, market development and infrastructure development. Utilization of natural gas recently still not optimum because almost half of all domestic gas production still to be exported. One of the challenges in the utilization of domestic gas is the availability of infrastructure which is still limited and high.Prospective customers who are in certain locations, although near to the existing PGN network still receive high capex financing schemes. This prospective customer is called the last mile customer.With the increasing of demand for natural gas and with the existing of 111,405 Customers and 797,69 Bbtud Gas Sales, PGN since 2016 have set the Investment Policy for Potential Customer, that “each of Potential Customer must meet the IRR before PGN can invest in building the required infrastructure to deliver the gas to the potential customers”. Previously, the IRR policy was counted per Sales Area/Region.The CAPEX and OPEX of the project is quite flexible, but as PGN has also its standard or company code, reducing the cost of this activities will reduce the quality of the systems or facilities, therefore will could also reducing the safety of the system. And again it will break the PGN policy in safety. The other possibility is by increasing the revenue by adjusting the gas price.General environment analysis began by gathering information & identifying factors relavant to this field project. The information was collected through numerous internal and external sources such as internal PGN’s Operating Procedures, databases, literature & websites.Analysis from data conclude that Developing Last Miles Potential Customer Through New Gas Price or New “efficiency program” by PGN-Subsidiary are potentialy to implemented for the “Not Feasible” Potential Customer that are using LPG or Diesel as their existing fuel source. CONFIDENTIAL 26 AUGUST 2027 Supervisor: Sonny W. Antonio
2017
PT Maxima Amerta Kerta was founded and operated in Indonesia since 2012. PT Maxima Amerta Kerta is a transportation rental company that specialized in tourism and corporate rental. The company first operation is in Bali under the name Maxima Auto Rent. Maxima was founded by professionals that has been involved in automotive industry in Indonesia for decades. With the trend of global car rental market is growing since 2014, PT. Maxima Amerta Kerta is also keen to develop its market share. The company should analyze its current issue and their capabilities to compete in the market. Through this research, the author will analyze the competitive advantage of PT. Maxima Amerta Kerta through internal and external analysis. The author will use Porter’s Five Forces analysis, PEST analysis, VRIO analysis, financial ratio analysis, SWOT analysis, TOWS matrix, and ansoff matrix as a tool to analyze the company. The conclusion is, PT. Maxima Amerta Kerta should develop and utilize its digital marketing strategy to gain more brand awareness and maximized their potential customer, expand a new operation area in growing tourism city to develop and have a bigger market share, reduce operating expenses to have more net profit and make the shareholders happy, and to have their financial report audited by financial consultant or institution to have a better understanding on how healthy their company is. Keywords: Corporate Rental, Tourism Rental, Strategic Management
2019
Go-Points is a loyalty program exclusively for Go-Pay users where GoPay users will gain points for every transaction made through Go-Pay. It can be redeemed with many available rewards from various categories. The purpose of this study is to identify the encouragement of Go-Points’s users to access and use Go-Points feature based on their main goals. In order to help overcame the problems in this paper team will elaborate all the theories that interpret the project object and will utilize several theories and tools that help the team analyze the project’s point of issues. This research begins by determining the problems in the company through qualitative data by interviewing the customers also marketing expert and observing the problem. In this research writers would like to know the extent to which Go-Points are known by Go-Jek users, the extent to which users use Go-Points, and what marketing strategy Go-Points should do based on users and marketing expert opinion. Supervisor: Eka Sri Dana Afriza
2018
As a financial institution, Bank Muamalat Indonesia conducts its businesses based on Sharia principle, performs its functions as a bank by executing its principal business activities, namely collecting funds from the public and distributing the funds to the public through financing services. In the current situation, the Sharia Banking industry keeps on developing and increasing. Within the spiritual market, Bank Muamalat has a competitive advantage as the first stand-alone sharia banks in Indonesia and has become a better entity and grabbed long-term growth. The authors focus on three objectives; 1) Strategizing the time frame of FTP rate calculation 2)Providing Bank Muamalat with a new equation of FTP 3)Increasing the competitiveness of Bank Muamalat in Segmenting, Branding, and Promotion. Since the rapid growth of Sharia Banking Industry in Indonesia, PT. Bank Muamalat should analyze its current issues and their potential to compete within the market. Through this study, the authors will analyze the competitive advantage using Porter's 5 forces, VRIO analysis, SWOT and TOWS analysis. The other issues that were discovered in PT. Bank Muamalat internal system is their current implementation of Fund Transfer Pricing (FTP) calculation, where they have the annual calculation which has the inability to adapt towards volatile situations in taking place on uncertain time phases throughout the period, producing outcomes of unsatisfactory. In conclusion, PT. Bank Muamalat Indonesia should utilize its brand as "Indonesia's Sharia Bank Pioneer" and maximized the targeted market engagement of the spiritual market by creating a mindset of ―BERKAH‖. On the other hand, for the calculation of Fund Transfer Pricing (FTP), PT. Bank Muamalat Indonesia should consider changing its timeframe from annual to the monthly calculation to help the company in facing volatile situations. Keywords: Sharia Banking, Spiritual Market, Fund Transfer Pricing
2019
nd narration by Stephen M. Peters. These audio reviews contain key chapter concepts and learning objectives allowing you to review classroom material anywhere, anytime. Listen to them while you're exercising, in your car, or even while walking through campus on your way to class. Step to the head of the class, because you'll be prepared in a completely new way!. These CDs will work on any audi CD system. Audio Chapter Reviews: DISC ONE: Chapter 1: Customer-driven marketing Chapter 2: Strategic planning and the marketing process Chapter 3: The marketing environment, ethics, and social responsibility Chapter 4: Global dimensions of marketing DISC TWO: Chapter 5: E-commerce : electronic marketing and the internet for Dot.com and Brick-and-Mortar Marketers Chapter 6: Relationship marketing and customer relationship management (CRM) Chapter 7: Marketing research, decision-support systems, and sales forecasting Chapter 8: Market segmentation, targeting and positioning Chapter 9: Consumer behavior Chapter 10: Busine-to-business (B2B) marketing DISC THREE: Chapter 11: Product strategies Chapter 12: Category and brand management, product identification, and new-product planning Chapter 13: Price determination Chapter 14: Managing the pricing function DISC FOUR: Chapter 15: Marketing channels, logistics, and supply chain management Chapter 16: Direct marketing and marketing resellers : retailers and wholesalers Chapter 17: Integrated marketing communications Chapter 18: Advertising, sales promotion, and public relations Chapter 19: Personal selling and sales-force management
2004
Invisible Giants is a book about leadership, choices in life and the potential within everyone to make a difference. Lindsay Levin, who founded the social enterprise Leaders' Quest in 2001, tells the remarkable stories of some of the people she has met through her work, and their impact on the world. These 'invisible giants' are grassroots leaders who have overcome numerous hardships to re-energise their communities, and business leaders who strive to integrate purpose alongside profit. They are female activists in slums campaigning to end the exclusion of girls from school, and environmentalists who are tackling the effects of industrialisation on the world's ecosystem. They are also the people we meet every day, who are revisiting their life choices. Inspiring and moving, this is also the story of Lindsay's own quest – to ask 'What really matters?' and figure out where the answers can take her.
2014
Instructor`s Resource to book Marketing Management, 8th ed by J. Paul Peter, -McGraw-Hill, c2007.
2007
Di tahun 2012 ini ternyata kondisi perekonomian Indonesia cukup baik dibandingkan tahun – tahun sebelumnya. Hal ini terlihat dari pertumbuhan ekonomi yang meningkat sebesar 6%. Peningkatan ini disumbangkan oleh berbagai sektor perekonomian, mulai dari sektor pertanian, sektor industri, sektor perdagangan dan sektor- sektor lainnya. Peningkatan ini membuat taraf hidup masyarakat semakin meningkat secara perlahan. Selain itu peningkatan ini juga dikarenakan makin giatnya masyarakat untuk berwirausaha ataupun membuat UMKM yang dalam perjalanannya sangat didukung oleh pemerintah, salah satu tindakan pemerintah yaitu dengan memberikan pinjaman tanpa bunga kepada pihak UMKM. Ini membuktikan bahwa orang – orang Indonesia mulai mandiri. Hal seperti ini perlahan dan pasti akan menurunkan tingkat pengangguran. Selain itu tahun 2012 ini seperti yang kita ketahui bersama krisis ekonomi di Eropa namun krisis tersebut tidak berdampak langsung terhadap sektor UMKM di Indonesia. Ini menandakan bahwa UMKM kebal terhadap krisis.
2015
Presents the commercials (advertisements) to counter AIDS in the United States. Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make the word "condom" acceptable to the TV networks as condom use can prevent the spread of the HIV virus. The case gives a brief explanation of the disease and the reasons why Ad Council felt this campaign was necessary. Also outlines the target group selected and basic strategy. The primary question is "How will this campaign get media approval?"
1990
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