Business Case Studies & Business Publications

Advertising Experiments at the Ohio Art ...

Farris, Paul W., V...

Case

Advertising Experiments at the Ohio Art Company

Farris, Paul W.; Venkatesan, Rajkumar

M-0752 | Published February 13, 2008 | 12 pages Case

Collection: Darden School of Business

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This case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case provides students with examples of two real advertising experiments and the challenges involved in executing the experiments. It allows for a discussion of the need for advertising experiments, and also, at a more general level, the need to measure the return on marketing. Biases surrounding the field experiments allow for a discussion of the problems with establishing a causal relationship between advertising and sales.