Global Attribution Online Advertising And Promotion Case Study Help

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Description

Do the Assignment Case Study: Global Attribution which is available in chapter 3 Menu in the "Student Resources" Folder based on the following questions:

3.1. Which of the ten media channels do you think was least reliably measured? Do you think the measurement of ad exposure in this channel was biased (systematically higher or lower than the real number) or just highly variant (sometimes higher and sometimes lower than the real number)?

3.2. Think up another situation in which you would expect to find endogeneity.

3.3. In general, do you think online media is better for inducing purchase incidence or purchase amount?

3.4. Could the methodology described in the case be applied to determine advertising effectiveness of a consumer packaged good like Tide? Why/why not?

Week 2 Assignment must be 100% originally written by you.


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Explanation & Answer

Hello there, here is the complete paper. Go through it and in case of anything, feel free to alert me.Regards

Running head: GLOBAL ATTRIBUTION

Global Attribution

Student Name
Institution Affiliation

1

GLOBAL ATTRIBUTION
I.

2
The least reliably measured media channel

In this case, the social media and the online displays were not adequately measured since
the survey could not match online identity with a person's identity. Measurement, in this case,
was done using a few online newspaper platforms instead of displaying ads via an ads network.
The advertisement messages could have been displayed on a wider array of websites hence
giving the ads better visibility. Therefore the choice of exposure for the channel was biased
against the online ads and social media ads.
In addition, the data was retrieved from an ads network the survey could not have been
accurate since the networks are required to respect the privacy of the shoppers by keeping their
identities anonymous. Indeed matching online and offline ads are not feasible since it is difficult
to prove that the shopper is online or offline and if indeed it is the shopper who is viewing the
ads (Hanafizadeh, 2012). Thus it is not accurate and also unethical to retrieve the shopper's
information to find out if the ads were seen by shoppers online or offline. Measuring requires the
market researchers to determine if the online and social media ads make it difficult to measure
the exposure and behavior of the shopp...


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