Week 4: Marketing Experiments Quiz >> Marketing Analytics
TOTAL POINTS 10
1.Why is it challenging to evaluate marketing options?
1 point
2.Which of the following factors is required to establish causality?
1 point
3.If you’re implementing a before-after experiment, which of the following would you do last?
1 point
4.In an advertising experiment using before-after design, 3000 customers are randomly assigned to 3 groups. All groups are exposed to the existing advertisement for round 1 of the experiment. In round 2, new advertisements are shown to groups 2 and 3, while group 1 continues to see the old ads.
| Control Group 1 | Test Group 2 | Test Group 3 | |
| Round 1–old ad | 650 | 695 | 680 |
| Round 2–Group 1, old ad, Groups 2 and 3, new ad | 630 | 660 | 740 |
What is the sales lift (in units) for the new ad shown to group 2?
1 point
5.What is the manufacturer contribution margin ($)?
| Retail price | $40 |
| Retail margin | 35% |
| Manufacturer contribution margin | 40% |
1 point
6.A manufacturer is considering increasing advertising spending by $4.5 million.
| Retail price | $50 |
| Retail margin | 40% |
| Manufacturer contribution margin | 60% |
What is the break even number of units the manufacturer must sell to cover the increase in advertising?
1 point
7.Calculate net lift given the following information:
1 point
8.Given the data below, calculate break even units.
1 point
9.Snacker Crackers is studying the impact of an advertising campaign for their multigrain product line. Without the ad campaign, their sales in October were 80,000 boxes. With the ad campaign, sales fell to 70,000 boxes in November. Historically, October represents 15% of their annual sales and November represents 5%.
What is the lift for their advertising campaign?
1 point
10.Burpease has developed a new oral medication to relieve upset stomach symptoms. Their test market was run during August and September in New York.
| Test market units sold | 1000 |
| Test % of the population | 10% |
| Retailer % of national sales | 30% |
| August/Sept % of annual sales | 15% |
| Fourth quarter % of sales | 35% |
What are the projected unit sales for the 4th quarter, assuming securing 100% distribution nationally?
1 point
33,333
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