OPTIMIZING THE ADVERTISING BUDGET FOR A REGIONAL BUSINESS: THE CASE OF CYCLE WORLD

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  OPTIMIZING THE ADVERTISING BUDGET FOR A
REGIONAL BUSINESS: THE CASE OF CYCLE WORLD
                             Lihui Bai, Valparaiso University
                           Paul Newsom, Valparaiso University

                                      CASE DESCRIPTION

        The primary goal of this case is for you to learn how a media planning consultant can
optimize the effectiveness of a client’s magazine marketing campaign budget. Other objectives
include: (1) showing the usefulness of Excel and (2) recognizing that some solutions are better than
others. This case has a difficulty level of 2-4. This case requires you to have some Excel experience
and it can be taught in an Excel spreadsheet course to help better illustrate the usefulness of skills
students are learning (difficulty level=2), or it can be taught in a marketing management course to
illustrate the value of media planning consultants add to their clients (difficulty level=3-4). This
case is also appropriate for M.B.A. students who are taking a pre-requisite course in statistics,
spreadsheets, or marketing. This case is designed to be taught in two to three sessions of one-hour
fifteen minutes at the undergraduate level. You are expected to spend 6-8 hours of out-of-class time
working on the case.

                                        CASE SYNOPSIS

        This case illustrates a challenge that many regional private business owners face as their
business grows, that is, marketing their services. Lance Landis is a retired professional cyclist who
started a regional sport cycling busi
				
DOCUMENT INFO
Description: This case illustrates a challenge that many regional private business owners face as their business grows, that is, marketing their services. Lance Landis is a retired professional cyclist who started a regional sport cycling business about three years ago, and although he has valuable skills necessary to repair and sell bicycles, he has no business education training. In the past, Lance has relied on word-of-mouth marketing, but has recently decided to market his business in some magazines. Lance is uncertain to as the most appropriate magazines to advertise in and has hired the company you work for, Keels, to help him determine which magazines best utilize his marketing budget. This case shows the value of (1) using statistics to help optimize managerial decisions, (2) marketing research, and (3) being able to think through a problem when it is not well structured, which is usually the case in the real business world. [PUBLICATION ABSTRACT]
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