A sporting goods manufacturer is considering increasing advertising for its running shoes by $3 million.
50,000 1,800,000 100,000 166,667
50,000 1,800,000 100,000 166,667
$14 $10.40 $26 $5.60
–15 35 -35 30
Show the test group the new advertising and the control group the old advertising. Calculate sales lift, adjusting for any differences between the test and control group. Calculate sales in…
Sales increase. A competitor increased their price by the same amount as your brand. Sales decrease. When no changes occur in the marketing mix there is no change in sales.
It is hard to measure return on investment. Marketing decisions are usually made in isolation Chief marketing officers and chief financial officers don’t see things the same way. Marketing managers…