This case is designed to be part of the first year of marketing, or a second-year MBA elective in advertising, integrated marketing communications, market research, analytics and marketing. Housing provides students with examples of two commercial real experiments and problems associated with the implementation of the experiments. This allows the discussion of the need to promote experimentation, and, in a more general level, it is necessary to measure the impact of marketing. Prejudices surrounding field experiments can discuss problems with establishing a causal link between advertising and sales. "Hide
by Paul W. Farris, Rajkumar Venkatesan, Dustin Moon Source: Darden School of Business 6 pages. Publication Date: July 31, 2012. Prod. #: UV6472-PDF-ENG
Related Case Solutions & Analyses:
How Much (B)
Los Grobo: Farmings Future
MCI Takeover Battle: Verizon Versus Qwest
Weetman Pearson and the Mexican Oil Industry (A)
Gainesville Regional Utilities
Blackhawk Urology
Playing With Fire at Sittercity (B)
NASDAQ Stock Market, Inc.
ALLVP: Pioneering Seed Capital in Mexico
Valuation and Financing of Lady M Confections
