個案總覽

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their own storyboards but are not sure if they are truly better.

Describes the results of the advertising pre-test described in the (A) case. The group must now decide how to implement its findings for maximum impact.