This case is intended to be a part of an MBA course in marketing freshman or second year elective in advertising, integrated marketing communications, market research and marketing analysis. The case provides students with examples of two real advertising experiences and challenges related to the implementation of the experiments. Allows a discussion of the need for advertising experiences, and also to a more general level, the need to measure the return on the market. Stigma surrounding field experiments allow discussion of problems establishing a causal relationship between advertising and sales.
by
Rajkumar Venkatesan,
Paul W. Farris
Source: Darden School of Business
12 pages.
Date Posted: February 13, 2008. Prod #: UV2965-PDF-ENG
Experiments advertising solution if Ohio Art Company
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