Market-Based Management 6th Edition by Roger Best

تمرين 21

The three interactive marketing performance tools and the application exercises outlined here will add to your understanding of customer response to marketing communications, advertising elasticity, and the advertising carryover effect. To access the tools, go to www.MBM-BEST.com. For the questions, you can enter the data presented to obtain the answers. You may also enter other data to see the results, and you may save your work. The figure numbers in parentheses are related examples in Chapter 10, but the lettered instructions pertain to the online exercises.
Estimating the Advertising Carryover Effect (Figure 10-22)
A. Using the data provided, how does the carryover effect change when the incremental sales revenue after advertising is $10,000 rather than $5,000?
B. How does the new carryover effect (estimated in the previous question) affect the overall incremental sales of the marketing communications effort?