...Critique Report Yahoo Consumer Direct Was the research well designed? Was it a good research? The research is an example of a good research and well designed as follows. Firstly, the research purpose is clearly defined as a tool to evaluate the effectiveness of Yahoo banner ads from ad exposure to shopping behaviour. The scope is limited to the ad placement on Yahoo only. Secondly, the research procedure is well detailed, e.g. the steps to acquire participants, well informed consent, sampling methods, representativeness and data collection procedures. Other search engine could also conduct similar research under these settings. Thirdly, the research design is well planned with identified constructs like “awareness” and “persuasiveness” of the banner ads. Fourthly, high ethical standards were applied as they already got consent from the Homescan panels to opt for joining the program in which their website visiting record will be tracked. Moreover, the limitation of research is described at the very beginning that the number of internet users are only an estimate. Adequate analysis could be provided as Yahoo can directly obtain figures via the database from ACNielsen. Furthermore, detailed executive summary over 30 pages are compiled after research. The research conclusion is justified as they are drawn from the data collected with no prior assumptions. Finally, Yahoo is an experienced researcher on such kind of purchasing behaviour research as they have conducted research with...
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...‘Yahoo Consumer Direct Marries Purchase Metrics To Banner Ads’ CASE ANALYSIS GROUP 6 What is Consumer Direct ? 1. Describe the research design for Consumer Direct. 2. Discuss the strengths and weaknesses of the research design. VASUNDHARA KEDIA MANDEEP PRADHAN SUDESHNA CHOWDHURY SOURABH SONI SHAURYADIPTA BASU NILOY BISWAS Consumer Direct, is a sequence of online advertising procedures done in conjunction with ACNielsen’s Homescan panel. In this process, Yahoo sets ads to target consumers, and the Homescan network is households that have elected to partake in such studies. From here households reflect back to the advertising agents after viewing a product on-line at Yahoo, and after a cool-down period of six weeks are then placed in the stores to see the purchasing power that the advertisement had on consumers that are part of the Homescan panel. The metrics of this advertising is to view the effectiveness of the ad targets, and the persuasiveness of the advertising to make consumers to want to go out and get the product. Consumer Direct used the descriptive research design. This design aims to observe and describe the usage of Yahoo without influencing the public in any way, in order to determine the effectiveness of the advertising on Yahoo. This design includes describing any behaviours, performing a case study, observing the amount of advertises being bought or look at through Yahoo, and lastly a questionnaire or presentation. The goal is to be more effective and efficient...
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...Business Ethics Second Paper – Deontological Analysis June 19, 2013 Direct-to-Consumer Drug Advertising: Ethical or Not? The United States and New Zealand are the only developed countries that allow direct-to-consumer advertising. Whether the practice of direct to consumer advertising is beneficial to the consumers or not is a highly debated subject with both positions presenting sound reasoning for their position. Whether the practice is beneficial or not to the consumer is not the question, but rather, is advertising prescription drugs directly to consumers ethical? To analyze this question I will use Rawls’s second principle of distributive justice for analysis. (2) use that method, developing the argument in support of your case; In utilizing direct to consumer advertising for prescription drugs is the advertising “reasonably expected to be to everyone’s advantage”? and “attached to positions and offices open to all?” (DeGeorge 78) One of the predominate claims of the pharmaceutical companies that the advertisements educate the consumer, thus giving them more information to evaluate their needs and to speak intelligently with their doctor. So, is the information provided in an ad or commercial “reasonably expected to be to everyone’s advantage?” It is reasonable to assume that everyone is exposed to the ads with the various media outlets used, such as TV, radio, newspaper, magazines and so forth, but is the education to everyone’s advantage? The drug...
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...Marketing Communication and Personal Selling CHIPS AND DIPS ARE HARDLY BIG-TICKET ITEMS. MOST PEOPLE DON’T THINK TWICE ABOUT THE BAG OF CHIPS OR CHEESE SNACKS THAT THEY THROW INTO THEIR SHOPPING CARTS. CONSUMERS JUST KNOW THAT THE FRITO-LAY NAME AND ITS BRANDS MEAN GOOD-QUALITY, GOOD-TASTING SALTY SNACKS. REVENUES AT FRITO-LAY, A SUBSIDIARY OF PEPSICO, GREW BY MORE THAN $600 MILLION—6 PERCENT—IN ONE YEAR ALONE. ANNUAL WORLDWIDE SALES OF FRITO-LAY SNACKS ARE OVER $10 BILLION. IMAGINE SELLING BILLIONS OF DOLLARS IN CHIPS A YEAR! Americans know Frito-Lay brands at sight: Doritos, Fritos, Lay’s, Cheetos, Ruffles, Rold Gold, and Baked Lay’s, to name its most popular. But how did Frito-Lay get where it is today? How has the company developed such astounding sales and loyalty among chip aficionados? Much of it has to do with Frito-Lay’s promotional plan, encompassing advertising, sales promotion, public relations, and personal selling. With a $30 million a year U.S. ad budget, Frito-Lay has plenty of opportunity to get its message of great-tasting snacks across to consumers. Frito-Lay has been a long-time repeat advertiser during the annual Super Bowl telecast, shelling out more than a million dollars for just one ad during the program. The vast audience provided by the Super Bowl telecast has proved to be an excellent launching pad for Frito-Lay’s new brands, such as Baked Lay’s Potato Crisps in 1995 and Lay’s Deli Style Potato Chips in 1998. Baked Lay’s went on to become the...
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...Deontology Paper Direct-to-Consumer Advertising (DTC) has been a long disputed ethical dilemma. The United States and New Zealand are the only two countries that allow it. By using Rawl's principles of justice, I will explain to you why I feel that this kind of advertising is ethical. There are different kinds of justice. Commutative justice refers to transactions being just. This kind of justice involves keeping transactions fair to both parties of the transactions. The transaction will be fair if both parties "have access to all pertinent information about the transaction; enter it freely and without any coercion; and benefit from the transaction"(DeGeorge, pg 76). Commutative justice is central to business transactions, but distributive justice is central to the actions of the government. John Rawls formulated a theory of distributive justice. He developed these principles in hopes that all rational persons find them acceptable. The principles are universal, respect all people, and can be rationally accepted by everybody. Rawls felt that people would agree "to two specific principles of distributive justice" that can be used in "establishing a just constitution" (DeGeorge, pg 78).These principles are: • First: Each person is to have equal right to the most extensive basic liberty compatible with similar liberty for others. • Second: Social and economic inequalities are to be arranged so that they are both a. reasonably expected to be to everyone's advantage and b...
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...the pharmaceutical representatives to the Doctor’s then to the consumer. Every day you see on television’s, in magazines, the radio, and on the internet advertisements of new drugs being developed that offer a possible cure. No one wants to be ill, but do these advertised drugs really cure one’s issue or just mask it temporarily according to their ad? Are the doctor’s really giving you the correct medicines to cure you or are they pushing a product for the pharmaceutical company for promotional purposes? The United States and New Zealand are the only two countries that consider direct-to-consumer pharmaceutical advertising, ethical. Drug advertising advise the consumers about key, treatable health conditions and foster doctor/patient dialogue. I believe when consumers see these advertisements they try to self-diagnose themselves and sometimes finding themselves seeking additional medical attention by going to their primary care physician. “A study has shown DTC advertising is likely to increase the demand rates of both the drug category and drug brand choices, as well as the likelihood the drugs would be prescribed by physicians.” (Woodard) Adversaries of “direct-to-consumer advertising (DTC) argue the FDA has inadequate resources and many claims make it on air.” (Woodard) The amount of regulatory actions engaged by the FDA against pharmaceutical companies and their marketing prescription drugs to consumers has tumbled intensely in recent years. In 1997 the DTC reduced...
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...>cases Yahoo Consumer Direct Marries Purchase Metrics to Banner Ads >Abstract As little as two years ago, many advertising pundits were bemoaning the inevitable demise of the banner ad on the Internet. But maybe they were too quick to judge. This case reveals how Yahoo!, in combination with ACNielsen’s Homescan®, has developed a methodology (Consumer Direct) to evaluate the true effectiveness of banner ads, from ad exposure to shopping cart. It also reveals the role Dynamic Logic played in conducting postexposure ad evaluation. www.yahoo.com; www.acnielsen.com; www.dynamiclogic.com >The Scenario If you are a product manager for a consumer-packaged-goods (CPG) company—for example, you manufacture toilet paper, or soup, or boxed dinners, or bar soap—a large portion of your advertising budget is going into television. “CPG companies have large marketing budgets and, understandably, have been extra careful in their move toward Internet advertising,” shares Ken Mallon, Yahoo’s director, insights products.1 “The thinking is that no one goes online to search out information on paper towels. But that doesn’t mean that Internet ads can’t significantly lift in-store sales.” With Internet consumption on the rise,2 and all other media facing declining consumption as a result,3 new metrics that showcase Internet ads’ targeting efficiency and sales responsiveness were needed. Product managers were facing increasing pressure for strong ROI metrics for media buys, yet they were relying...
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...Online Advertising Really Moves Offline Product Steve Warshaw, VP, Business Development, ACNielsen Phil Cara, Director, Yahoo! Inc. 6 Consumer Insight | Summer 2004| c o v e r s t o r y A woman goes online to research a question about her dog’s health. While surfing Yahoo!, she sees a dog food ad. Later that week, she goes to the store and encounters the same brand of dog food. She buys it. Breakthrough stuff? Absolutely. It may sound ordinary: Consumer sees ad; consumer responds. Yet in the world of e-commerce, manufacturers of consumer packaged goods have never been sure how often exposure to a product message online translates into a product purchase offline. Now they can be. Since 2002, ACNielsen and Yahoo! have been working together on a measurement tool to assess the correlation between a person’s surfing and shopping habits. This joint effort is called Yahoo! Consumer Direct— powered by ACNielsen, and for 18 months, Consumer Direct has combined the reach and technology of Yahoo! with the analytical tools of ACNielsen Homescan. The program evaluates the effectiveness of online advertising and promotions by consumer packaged goods (CPG) companies like PepsiCo, Kraft, Unilever and Nestlé. The study results are consistent—and satisfying. They indicate that online promotions can lift offline sales time after time, whether the item in question is a food, personal care or household product. Furthermore, each campaign has typically brought in more than twice the...
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...and complimentary products primarily in North America, Latin America, Europe, and Asia Pacific (Yahoo Finance, 2005). Avon's products are classified into three product categories: Beauty, Beauty Plus, and Beyond Beauty. The Beauty category consists of cosmetics, fragrances, skin care, and toiletries; Beauty Plus includes fashion jewelry, watches, apparel, and accessories; and Beyond Beauty comprises home products, gift and decorative products, candles, and toys (Ibid). The company sells and markets its products through a combination of direct selling, marketing by independent Avon representatives, and via its consumer Web site, avon.com. Executive Summary : Avon Products, Inc. (Avon) is based in New York. The firm engages in the manufacture and marketing of beauty and complimentary products primarily in North America, Latin America, Europe, and Asia Pacific (Yahoo Finance, 2005). Avon's products are classified into three product categories: Beauty, Beauty Plus, and Beyond Beauty. The Beauty category consists of cosmetics, fragrances, skin care, and toiletries; Beauty Plus includes fashion jewelry, watches, apparel, and accessories; and Beyond Beauty comprises home products, gift and decorative products, candles, and toys (Ibid). The company sells and markets its products through a combination of direct selling, marketing by independent Avon representatives, and via its consumer Web site, avon.com. Executive Summary : Avon Products, Inc. (Avon) is based in New York. The...
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...number of different markets two or more direct competitors are involved in. For instance Sony and Samsung are direct competitors and are involved in number of different markets which includes Smartphones, Televisions, and Hi Fi Systems and so on. Market commonality also pertains to the degree of importance each competitors give to their each market. For instance, Sony and Samsung may give more importance to their Television line of products because it either maybe their most popular products of all or it may be due to their anticipated future market of that product. Multimarket competitors are less likely to attack each other aggressively, but will respond aggressively when they’re being attacked. For instance Airlines industry is a multi-market industry wherein the prices are similar, but if the competitors comes up with a promotion, others would swiftly respond. Resource similarity on the other hand, refers to how the each of the firms’ resources both tangible and intangible can be compared. For instance, Sony and Samsung both are market leaders in LCD and LED manufacturing. Both have exceptional intangible resources in terms of designing products and their level of knowhow and technological expertise are strikingly similar. Since, Samsung and Sony have similar type of tangible and intangible resources, they would tend to have similar weaknesses, strengths and strategies. Now given the case study, Google has three direct competitors Yahoo Inc., Microsoft Corp and Apple Inc. ...
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...Issues…………………………………………………………………………………..35 Technology, R&D, and IS Issues………………………………………………………………...36 Production and Operation Issues………………………………………………………………...38 Summary of Strengths and Weaknesses…………………………………………………………39 Review Current Mission, Objectives, Strategies………………………………………………...42 Revised Strategies and Objectives……………………………………………………………….43 Alternative Strategies…………………………………………………………………………….44 Discussion of TOWS Analysis…………………………………………………………………..46 Discussion of BCG Matrix……………………………………………………………………….48 Recommended Objectives and Strategies………………………………………………………..48 Conclusion……………………………………………………………………………………….49 References………………………………………………………………………………………..50 Appendices……………………………………………………………………………………….53 EXCUTIVE SUMMARY Yahoo! is a digital...
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...Mastering Teacher Leadership Read the case study Mastering Teacher Leadership. Answer questions 1 and 2 at the end of the case study. 1. Build the management-research question hierarchy for this opportunity. Research question hierarchy 1) Management Dilemma- Due to the large number of University’s within the area raises concern if developing another Master’s program would be successful. 2) Management Question- Would creating a new Masters of Arts degree program for Wittenberg University be beneficial to the school and the surrounding communities? 3) Research Questions- What are the needs of the various school districts? How can these needs be implemented and focused into Wittenberg University Masters of Arts program? What are the desired steps to develop an effective educational program? 4) Investigative Questions- Is there a demand for another Master’s of Arts program in the area? 5) Measurement Questions- How many teachers needing to receive their master’s degree would consider this program for their continual education? 2. Evaluate the appropriateness of the exploratory stage of the research design. This particular case used a communicative research design. By using focus groups consisting of local educational professionals and a mailed survey the University was able to collect the required data. The focus group narrowed in on the elements needed to build a strong program and determined the likelihood of its success. The distribution of the survey was a cost effective...
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... jewelry, sporting goods, and health & beauty products. Since its inception in 2007, Overstock.com has reported yearly net losses due to high operating costs. In total, Overstock.com earned $1.05 billion in revenue for FY 2010 which was an increase of 23.4% from the previous year. In terms of liquidity, the company has $12.66 million in operating cash flow. The composition of net sales is approximately 18.4% for the Direct Segment and 80.8% of net sales for Fulfillment Partner Business. The direct segment refers to sales directly to individual consumers from certain offline channels and Overstock.com’s leased warehouses, where purchased surplus inventory is stored and re-sold at a premium on the website. The Fulfillment Partner Business segment refers a 3rd party liaison between customers in search of low prices and retailers & manufacturers that are looking to liquidate. The company’s strengths includes: strong branding and excellent marketing via TV, radio, and print. The company’s weaknesses includes: 1) Poor global economic conditions have affected consumer demand for the kind of goods that Overstock.com sells. 2) Overstock.com spends large sums of money on search engine promotion since search engines such as Google have become the increasingly popular way of searching for merchandise versus an established platform such as Amazon. WalMart Inc. WalMart Inc. is the world’s largest retailer and grocery...
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...Mutual Fund Manager (Apple) MGT/521 V5 Management Susan Coke University of Phoenix Online October 3, 2011 Financial statements are historical documents. They tell us what has happened during a particular period. It is essential to try and predict what will happen in the future. Financial ratios help assess the financial health and future prospects of a company. I have reviewed Apple, Hewlett Packard and IBM’s income statements, balance sheets and cash flow. I will review my findings along with their statements that I have included that were found on Yahoo Finance. Apple increased revenue from 32,479,000 in 2008 to 65,225,000 in 2010. Hewlett Packard had an increase in revenue of 118,364,000 in 2008 to 126,033,000 in 2010. IBM’s revenues went from 103,630,000 in 2008 to 99,870,000 in 2010. There is a direct correlation between Apple’s innovative technology and diversified business is a direct contributor to their increased revenues. While Apple spent 782,000 on research in 2007 they spent 1,782,000 in 2010; Hewlett Packard spent 3,543,000 in 2008 compared to 2,959,000 in 2010 and IBM spent 6,337,000 in 2008 and 6,026,000 in 2010. Apple was the only one of the three companies to increase their spending on research in the last few years. Because of increased research they have been able to broaden their spectrum and have more innovative products which in turns lead to increased revenues. One of the concerns I see is that Apple overall seems to...
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...YAHOO & APPLE Course Project HRM 587 Managing Organizational Change Professor Change management: Yahoo & Apple What was true more than two thousand years ago is just as true today. We live in a world where "business as usual" is change. New initiatives, project-based working, technology improvements, staying ahead of the competition, emerging stronger from the recession - together these drive changes to the way we work. (from A Sense of Urgency, by John P Kotter Published By Harvard Business Press, 2008) Today more than ever before, we can feel that we live in an era of risk and instability. Globalization, new technologies, and greater transparency have combined to upend the business environment and give many CEOs a deep sense of unease. The management structure of an organization as well as personal leadership style CEO’s and other senior leaders’ affects how individuals within a company make decisions and how quickly the company reacts to various challenges and opportunities. From basic definition of change we learned that the origin of the necessity of change lies in the dissatisfaction with the current state or the perception of a problem. The objectives, content, and process of change should be specified as part of the change management plan. Change management processes can benefit from creative marketing to enable communication between change audiences, and a deep social understanding about...
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