Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "4047"
  #_source: array:26 [
    "id" => "4047"
    "slug" => "omo-analyse-du-cas-omo"
    "yearMonth" => "1995-01"
    "year" => "1995"
    "title" => "OMO (Analyse du cas OMO)"
    "description" => "PRAS, B. (1995). OMO (Analyse du cas OMO). Dans: <i>La communication efficace (Prix Effie 1994)</i>. 1st ed. Dalloz, pp. 43-54."
    "authors" => array:1 [
      0 => array:3 [
        "name" => "PRAS Bernard"
        "bid" => "B00000433"
        "slug" => "pras-bernard"
      ]
    ]
    "ouvrage" => "La communication efficace (Prix Effie 1994)"
    "keywords" => []
    "updatedAt" => "2021-09-06 14:06:32"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "43-54"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Chapitres"
      "en" => "Book chapters"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Le cas Omo, retraçant la campagne de lancement de Omo Micro avec l'introduction des singes et du Poldomoldave dans la communication est exemplaire. Il montre comment on peut redynamiser une marque très connue en phase de déclin dans un marché difficile. De même qu'il représente un cas de communication, le cas Omo démontre l'importance de la stratégie marketing préalable."
      "en" => "The Omo case analysis describes the  launching of Omo Micro with its use of monkeys and a new language, the Poldomoldave. This analysis indicates how a well-known but ageing brand, on a declining market, can be re-dynamized. It shows that marketing strategy is even more important than communication itself."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T11:21:42.000Z"
    "docTitle" => "OMO (Analyse du cas OMO)"
    "docSurtitle" => "Book chapters"
    "authorNames" => "<a href="/cv/pras-bernard">PRAS Bernard</a>"
    "docDescription" => "<span class="document-property-authors">PRAS Bernard</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1995</span>"
    "keywordList" => ""
    "docPreview" => "<b>OMO (Analyse du cas OMO)</b><br><span>1995-01 | Book chapters </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">OMO (Analyse du cas OMO)</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 9.10535
  +"parent": null
}