Marketing Decision Analysis Mini-case
The objective of this mini-case is to identify the best advertisement campaign to pursue for a major greeting card brand in Australia. This mini-case is based on data from a brand-tracker study conducted by Australian Consumer, Retail and Services (ACRS) unit at Monash Business School's Department of Marketing.
A major greeting card brand hired ACRS to evaluate the outcomes of two different advertisement campaigns (campaign 1 and 2) and identify the best campaign to pursue. ACRS tracked brand awareness, attitude and purchase intention, purchase behaviour and campaign metrics (reach, impressions etc.) for the focal brand before and after the advertisement campaigns using a survey of consumers.
In the mini-case data excel file, you will find two sheets. The first sheet (Questionnaire) contains a subset of questions from the master questionnaire used for this study. This sheet shows the questions used and the data coding legend. In the second sheet (Data), you will find responses for a subset of 300 respondents from the study: 100 respondents before the campaign and 100 each after the two campaigns. The cost of conducting campaign 1 (for 100 respondents) was $100 and that of campaign 2 was $75. The dataset also has information about advertisement recall (whether a respondent saw an advertisement) as well as the number of times a respondent saw the advertisement (frequency). Assume that you are an analyst at ACRS. Your objectives in this case are as follows.
1. Evaluate brand awareness, purchase intention and stated purchase behaviour for the focal brand before the campaign (baseline) and after the two campaigns by calculating relevant metrics.
(For brand awareness, recommended metrics are Top of the mind recall and Total unprompted brand recall. For purchase intention recommended metric is proportion of respondents who stated that they are most likely to purchase the focal brand if they buy a card today and for stated purchase behaviour, proportion of respondents who have purchased the focal brand in the last six months).
2. Evaluate the baseline performance of the focal brand (in terms of brand awareness, purchase intention and stated purchase behaviour), and discuss what should be the performance objective (i.e. goal) of the advertisement campaign.
3. Evaluate the campaign metrics - reach, frequency, impressions and cost effectiveness. Compare the two campaigns in terms of these metrics.
4. Compare the outcomes of the two campaigns with the baseline and evaluate which of these campaigns is better addresses the goal that you identified (in question 2). Analyse the reasons behind the differences in the effects of the two campaigns on brand performance metrics and provide insights.
5. Recommend the best advertising campaign to pursue for the focal brand taking into account their performance outcomes and cost effectiveness.
Attachment:- Case Data.rar