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This case is intended to be part of a first-year MBA marketing course or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. It provides students with two real advertising experiments and the challenges involved in executing them. It allows for discussion of the need for advertising experiments, and, at a more general level, the need to measure the return on marketing. Biases surrounding the field experiments provide an opportunity for discussion about the problems with establishing a causal relationship between advertising and sales.
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toy maker
Copyright © 2012 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.
2012
University of Virginia Darden School Foundation
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