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Industrial organization, split cable advertising experiment and ackerberg
a) The “split cable” allowed researchers to expose different consumers, who were watching the same TV show, to different amounts and types of advertising. Why might this approach be preferable to comparing consumers who saw different ads because they watched different TV shows (as in Ackerberg’s 2001 paper)?
b) Ackerberg wanted to distinguish between informative and prestige effects of advertising. Explain the intuition behind his test for which of these two effects was more important.
c) Why was it important for Ackerberg to focus his study on sales of a perishable good like yogurt? Why did he choose a brand that had recently been introducted to the market?
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Brian XXXXXX, materials manager at B&L Inc. in Lancaster, Pennsylvania, was considering a proposal from his purchasing agent to outsource manufacturing for an outrigger bracket.
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“Forecasting is difficult. Especially forecasting the future.” – attributed to various sources including Mark Twain and Yogi Berra. The Global Supply Chain Management simulation demonstrated the challenge of deriving a useable demand forecast. Given ..
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The options for allocating a diversified company's financial resources include A Making acquisitions to establish positions in new businesses or to complement existing businesses B Investing in ways to strengthen or grow existing businesses C Funding..
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E-commerce is an Eco-friendly when we compare to Brick -and- mortal retail Do you think that this advantage supports even greater traction for Ecommerce? Will the millennial generation prefer this channel as a result? Discuss that idea briefly.
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