Case Discussion: Charles Schwab & Co., Inc.: The “Talk to Chuck” Advertising Campaign (HBS)
Questions for discussion: Focus on evaluating the success of the recently launched “Talk to Chuck” advertising campaign. Test market results should facilitate discussion of advertising objectives, message strategy, media selection, and performance measures.
Important issues to consider:
• What circumstances motivated the development of the TTC campaign?
• Evaluate the company strategy behind the TTC campaign?
• How effective was the TTC test market?
• Would you support the budget request for 2006?
Market Test Calculations: Analyze the market test results on tracking metrics and net new assets to decide whether to extend the campaign nationwide
