MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's web site. One of their popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others.
-Refer to Mini-Case. It seems like every week, Dell has a special offer for consumers. For example, one offer included a free printer and digital camera with the purchase of a desktop computer. How do marketers typically evaluate the effectiveness of sales promotion offers such as this?

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The Answer of MINI-CASE
Dell Computers has dramatically increased its consumer advertising in the past five years, which has resulted in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's web site. One of their popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others.
-Refer to Mini-Case. It seems like every week, Dell has a special offer for consumers. For example, one offer included a free printer and digital camera with the purchase of a desktop computer. How do marketers typically evaluate the effectiveness of sales promotion offers such as this?

MINI-CASE Dell Computers Has Dramatically Increased Its Consumer Advertising in the the Past