California Management Review
California Management Review is a premier academic management journal published at UC Berkeley
by Bill Fanning
The Worldcom case study takes place in 2000-2001 when the company's 'Generation D' advertising campaign was launched. The primary emphasis in the early stages of the campaign was on the people of WorldCom. The executions (magazine and television) featured specific WorldCom employees from around the company and around the globe. The intent was to emphasize that they were young, hip, and comfortable with the latest in technology in general and network infrastructure in particular.The case study allows students to analyze a set of advertisements amidst economic change and to assess how effective such advertising was or was not in meeting the company's goals.
Pub Date: Nov 30, 2004
Discipline: Marketing
Subjects: Marketing, Marketing strategy, Brand management
Product #: B5696-PDF-ENG
Industry: Advertising & public relations
Length: 4 page(s)
