Case summary assignment
please fo not plagiarize
and do not share the file
1. What is the role of offline and onlineadvertising in acquiringcheckingaccountcustomers for the bank
2. In 2010, the bank allocated 1,22 million or 21% of total ad budget to online advertising for acquiring checking account customers while allocating rest of the budget to offline marketing efforts.
3. Why did BBVA sign up a multi year NBA and ESPN sponsorship deals. Do you agree
4. What are the various steps in online acquisition process and how can the bank improve this process
5. What is the effective acquisition cost and LV of the customers through online channel
6. What is the role of display and search advertising in acquiring customers.? Id the budget allocation between
display and search correct?
7. Is the budget allocation between various search engines correct?
8. Why is the bank spending money across various display a=d networks? Which networks arew working better, would you change the allocation among them?
Requirements: as long as answers the questions
- However only 5% of new checking account customers come from online channel, while offline is 80%
- Is the 2010 media allocation correct?
Answer preview
Banks such as BBVA Compass operating in a saturated market rely on the marketing measures implemented to attract new clients and retain the existing ones. The role of offline and online advertising is to build brand awareness. Gupta and Davies-Gavin (2012) inform that in 2009 after the BBVA brand adopted the name BBVA Compass, brand awareness dropped by 48%. However, measures such as brand-tracking studies, which helped monitor brand performance and positioning, increased awareness of the new name by 53 percent (Gupta & Davies-Gavin, 2012). Further, online marketing increases generated leads, thus encouraging visitors to complete applications and put-up new checking accounts.
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