1. What is the central case problem?

2. What course concepts are relevant to the case?

3. How would you evaluate managerial understanding and actions?

4. What recommendations would you make for optimizing company performance?

Can you answer these questions in copious detail?

CASE STUDY 7 C IMC Newspaper: Nissan Altima Overview International automaker Nissan launched a massive interactive print campaign across twelve Canadian newspapers. Scanning a front-page cover-wrap ad allowed readers to view exclusive videos highlighting the innovative features of the 2013 Altima. The award-winning campaign drove 6,500 page views with a 42 percent click-through rate, includ- ing a 65 percent rise in test drive requests in one day. The Client Nissan, founded in 1933 and headquartered in Japan, is one of the world's largest international auto- makers. The company has a long tradition of innovation within its marketing and advertising depart- ments, and its interactive print campaign with Layar (an app that creates an interactive augmented reality experience) was no exception. Situation To promote the innovative technologies available in the 2013 Nissan Altima in the Canadian market, the automaker turned to Postmedia, Canada's largest newspaper publisher, to help create an ad cam- paign as innovative as the car. For Postmedia Project Manager Maggie Greyson, Layar was the perfect match to provide an innovative experience: "Layar was far above and beyond what the competition was offering. It turned out to be the big, shiny, innovative tool that Nissan was attracted to." Solution Together with Layar, Postmedia, creative agency TBWA, and buying agency OMD, Nissan launched a huge interactive print advertising campaign across a dozen Canadian newspapers as part of a larger campaign showcasing its innovation. Several sizes and styles of ads were created, but the center- piece was a full-spread ad that was wrapped over the front pages of each newspaper. The ad invited readers to download Layar and scan the car to view exclusive videos about its innovative features. Readers could request a test drive of the 2013 Altima and share their experience across social media. Results: Test Drives +65 Percent The campaign was a huge success for Nissan; usage and conversions from the interactive print ads far surpassed company expectations. More than eight million readers were exposed to the campaign in one day, which led to more than 6,500 page views at an impressive 42 percent click-through rate. But perhaps the most astonish- ing result of this campaign was that requests for test drives increased by 65 percent as a direct result of the interactive print advertisements