...Paul W. Farris; Elizabeth A. Collins This case depicts the history of an unusual brand in the “super premium” segment of the vodka market. The top-of-line positioning is supported with creative advertising, narrow distribution, point-of-purchase advertising, and expensive advertising production...

...Paul W. Farris; Rajkumar Venkatesan This case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case provides students with examples of two real advertising...

...% of that was spent in apps, the clear dominant form of mobile usage. ⁵ The growth in the mobile market and the extensive time spent in apps introduced a new advertising channel. According to the Mobile Marketing Association, 75% of ads served to mobile consumers in 2013 were served while they were using...