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Marketing Analytics: Selecting Advertising Media

Marketing Analytics: Selecting Advertising Media

Philip is the owner of Chemise Company, which sells custom$-$cut men's professional shirts manufactured with the highest quality cotton and materials. Philip wants to grow his business and therefore is considering a number of advertising tactics to increase his sales in the professional attire market. He conducted marketing and industry research to gather information to assist him in his decision making. The results of his research were captured in a spreadsheet for his analysis.

While Philip doesn't have much experience with advertising, he has been able to narrow his options to four tactics. One tactic he is considering is television advertising in the form of a $30-$second commercial. A second alternative is online advertising through strategically placed banner advertisements. A third option is magazine advertising with a half$-$page ad in Men's Health magazine. The final tactic Philip is contemplating is a direct mail refer$-$a$-$friend program, which encourages current customers to reflect upon and share their positive Chemise Company experiences with friends and family.

The goal of this activity is to evaluate advertising tactics using key advertising and profitability metrics.

Recall that CPM $=($Cost of ad$/$Audience size$)$ X $1000.$