Home work assignment 1

Network X is worried about its advertising effectiveness. For each show they launch, an advertising campaign is set up. A show can be promoted ‘in house’ meaning during the commercial breaks of the network as well as through the conventional ‘outside’ media channels (billboards, print media etc.). The ultimate aim is to increase the show’s audience. However, until now, the network has no precise idea of the relative effectiveness of its advertising mix instruments. Can you help them? The network has given data for two days of the week.

1. Some insight in the data

1. Are some genres promoted more heavily a) in house, b) outside?
2. Is in-house spending less for older shows than for new shows?
3. Is in-house advertising spending lower than outside spending?
4. Are in-house and outside spending related?
5. Does the network spend less on shows that last 30 minutes?

1. Advertising effectiveness
   1. Propose a conceptual model to test advertising effectiveness
   2. Does inside spending result in higher unit audience increases then total outside spending?
   3. Does inside spending result in higher percentage audience increases then total outside spending?
   4. In this case do you think its more useful to consider unit or percentage changes, why?
   5. Which of the outside media channels is more effective?
   6. Is inside advertising/outside advertising more effective for the top shows?
   7. Is in-house/outside advertising more effective for a) drama or b) comedy?
   8. Is their an indirect effect of the show’s evaluation?

Note: check all data carefully before you get started!

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Solution: The downloadable solution consists of 19 pages, 1486 words and 23 charts.
Deliverable: Word Document