Harrison, Young, Pesonen and Newell, Inc.: Direct Response TV, The Super-Tel Campaign
商品編號：9A98E028
出版日期：2000/02/16
再版日期：2010/01/22
商品來源：
商品主題：Management Science
商品類型：Case (Field)
涵蓋議題：Advertising Media;Advertising Effectiveness;Decision Support Systems;Spread Sheet Application
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：Canada
產業：Administrative; Support; Waste Management and Remediation Services
事件年度：1996
An analyst at Harrison, Young, Pesonen, and Newell, Inc. had developed the media plan for a discount long distance telephone carrier (Super-Tel) and was supervising its execution. At the start of week eight of the twelve-week direct response television campaign she was monitoring customer response data from the telemarketing contractor in order to judge the performance of the advertising plan, with the objective of making adjustments to improve the plan. The analyst hoped to fine-tune the final weeks of advertising in order to maximize the number of customer orders received by Super-tel, while minimizing the costs of obtaining those orders. Could she use a decision support system to solve this problem. (A Microsoft Excel data file is available for use with this case, product 7A98E028.)
教學手冊：Harrison, Young, Pesonen, and Newell, Inc.: Direct Response TV, The Super-Tel Campaign - Teaching Note
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