Under Chapter 10, read 'Case Study: Orabrush', and then answer the questions below.

For questions 1-4, please show your work.

1. In fall 2008, the BYU student realized that the AdWords campaign for Orabrush would not be profitable. Explain his reasoning by calculating how much revenue was generated per dollar spent on the campaign.

2. Jeff posted the video to YouTu*e on September 10, 2009 and within two weeks, the video had garnered 20,000 views. Based on these 20,000 views, calculate total revenue.

3. Jeff then optimized the orabrush.com site and the YouTu*e video messaging. Calculate the average value per viewer (be careful not to calculate the average value per visitor). 4. With his previous experience promoting the video on YouTu*e, Jeff knows that half of the views are a result of paid ads and the other half are organic. Based on this information and the average value per viewer, what is the most that Orabrush should spend on cost-per-click of the video?

For questions 5-8, please explain your answers in detail.

5. As the digital marketer for Orabrush, you are responsible for running paid ads on social media. Aside from Youtu*e, which social media platform would you choose?

6. When users click on the paid ad, would you send them to orabrush.com or to the YouTu*e video?

7. Although online advertising and sales were profitable, Jeff still wanted traditional retail distribution for the Orabrush. Do you agree with this decision?

8. You are responsible for managing Orabrushs online reputation by creating positive content about the brand that will rank well in SERPs. Create two ideas for webpages that will rank well for Orabrush brand searches.