Problem
1. Which advertising option proved the most efficient in this simulated community in the short run?
2. Why has email advertising and building lists become such a priority for businesses? What are loyalty programs and how are they used to build lists?
3. Why might using several advertising options work better than concentrating all your budget on the option with the highest ROI?
4. Describe an experiment for calculating the return on investment of posting banner ads for college sweatshirts on the sports pages of your university's website?