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Dewar's (C): Exploring New Media Opportunities
內容大綱
Dewar's is considering employing new media options. The company had committed resources to a new CD-ROM magazine, Launch, in 1994, as its first experiment with new media. During 1994, a number of additional opportunities have been presented to both Leo Burnett and S&S including other CD-ROM "digizines" and World Wide Web sites. Jamie Prusak must now decide how to evaluate these new opportunities, as well as several other lower technology media alternatives, in terms of costs, effectiveness and efficiency, and long-term impact on the brand's two target markets.