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Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill
Edition 8ISBN: 978-1133188544Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill
Edition 8ISBN: 978-1133188544 Exercise 10
Several scenarios are presented below. In each case, there is a need for standardized marketing information. Recommend a service or services that could provide the required information. Explain your choice.
a. As part of its advertising-sales strategy, radio KZZD wants to stress the fact that its programming appeals to young adults between the ages of 19 and 25. The advertising salespeople need "numbers" to back up this claim.
b. Pulitzer Peanut Company has developed a unique sales promotion and television ad campaign for its 36-ounce container of Spanish peanuts. It needs to know the following in order to evaluate the campaign:
1. Are people more likely to use a coupon when they've also seen the television ad
2. What is the median size of the households using a coupon
3. What is the proportion of new purchasers to past purchasers among the users of a coupon
c. EMM Advertising Agency assured one of its clients that despite the $200,000 cost of placing a half-page ad in one issue of a national magazine, the actual cost per reader of the ad would be less than two cents. EMM is preparing a report to the client and needs data to back its assurance.
d. Eco-Soft, Inc. is introducing a software package that will make long-range forecasts of contaminant buildup levels in plants that manufacture polyester fibers. It needs a current listing of potential customers organized by plant sales volume in order to prioritize its sales calls for the new package.
e. The advertising agency for a leading brand of disposable razors for men needs to choose which network television shows might be best for its ads.
f. A mid-sized online retailer recently began using banner ads on various web sites to drive traffic to its own site and now wants to gauge the effectiveness of its campaign.
g. A leading television network wants to demonstrate to one of the companies that advertises on the network that people who watch the company's ads actually buy more of the company's products.
a. As part of its advertising-sales strategy, radio KZZD wants to stress the fact that its programming appeals to young adults between the ages of 19 and 25. The advertising salespeople need "numbers" to back up this claim.
b. Pulitzer Peanut Company has developed a unique sales promotion and television ad campaign for its 36-ounce container of Spanish peanuts. It needs to know the following in order to evaluate the campaign:
1. Are people more likely to use a coupon when they've also seen the television ad
2. What is the median size of the households using a coupon
3. What is the proportion of new purchasers to past purchasers among the users of a coupon
c. EMM Advertising Agency assured one of its clients that despite the $200,000 cost of placing a half-page ad in one issue of a national magazine, the actual cost per reader of the ad would be less than two cents. EMM is preparing a report to the client and needs data to back its assurance.
d. Eco-Soft, Inc. is introducing a software package that will make long-range forecasts of contaminant buildup levels in plants that manufacture polyester fibers. It needs a current listing of potential customers organized by plant sales volume in order to prioritize its sales calls for the new package.
e. The advertising agency for a leading brand of disposable razors for men needs to choose which network television shows might be best for its ads.
f. A mid-sized online retailer recently began using banner ads on various web sites to drive traffic to its own site and now wants to gauge the effectiveness of its campaign.
g. A leading television network wants to demonstrate to one of the companies that advertises on the network that people who watch the company's ads actually buy more of the company's products.
Explanation
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The service that could provide the requi...
Basic Marketing Research 8th Edition by Tom Brown,Tracy Suter,Gilbert Churchill
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