Business Case Studies & Business Publications

Transformation of Marketing at the Ohio ...

Farris, Paul W., V...

Case

Transformation of Marketing at the Ohio Art Company (A)

Farris, Paul W.; Venkatesan, Rajkumar; Moon, Dustin

M-0833 | Published July 31, 2012 | 6 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. It provides students with two real advertising experiments and the challenges involved in executing them. It allows for discussion of the need for advertising experiments, and, at a more general level, the need to measure the return on marketing. Biases surrounding the field experiments provide an opportunity for discussion about the problems with establishing a causal relationship between advertising and sales.