Marketing Case Study with simple Calculation
Marketing case study included a simple calculation
I want you to write me 3-4 pages analyzing the case study.
(this is the the professor instructions)
In order to analyze the case and submit a concise write up, I’m sending you following questions to consider:
1. Which of the ten media channels do you think was least reliably measured? Do you think the measurement of ad exposure in this channel was biased (systematically higher or lower than the real number) or just highly variant (sometime higher and sometimes lower than the real number)?
2. Think up another situation in which you would expect to find endogeneity.
3. In general, do you think online media is better for inducing purchase incidence or purchase amount?
4. Could the methodology described in the case be applied to determine advertising effectiveness of a consumer packaged good like Tide? Why/why not?
(Please note that since this case is based on Chapter 3 Web Analytics, you should do some basic calculations and data analysis using data provided in the case to support your answers. BTW, please don’t turn in simple question and answer format. Case analysis should be thoughtful, well organized and support your arguments/answers with data.)
Answer preview
Digital marketing in the world is an emerging trend by corporations to push their brands further and gain acceptance into the market. This is taking place using media channels where they are pushing their products and services to the market using ads. After the advertisements are made through different media channels, the corporations use web analytics to measure and gauge their effectiveness. This is done through the calculation of the number of purchases made as compared to the number of views that were obtained through the ads. The goal of the advertisement by organizations is to push the firm’s products and services innovatively and creatively (Alfishawi et al. 2019). Some of the channels that are used in digital marketing and advertisements include electronic media outlets, direct media and mass media channels.
Media channel that was least reliably measured
Among the ten media channels…
(1200 words)