Ivey Publishing
Harrison, Young, Pesonen and Newell, Inc.: Direct Response TV, The Super-Tel Campaign
Product Number:
9A98E028
Publication Date:
02/16/2000
Revised Date:
01/22/2010
Length:
10 pages (5 pages of text)
Product Type:
Case (Field)
Source:
Ivey
An analyst at Harrison, Young, Pesonen, and Newell, Inc. had developed the media plan for a discount long distance telephone carrier (Super-Tel) and was supervising its execution. At the start of week eight of the twelve-week direct response television campaign she was monitoring customer response data from the telemarketing contractor in order to judge the performance of the advertising plan, with the objective of making adjustments to improve the plan. The analyst hoped to fine-tune the final weeks of advertising in order to maximize the number of customer orders received by Super-tel, while minimizing the costs of obtaining those orders. Could she use a decision support system to solve this problem. (A Microsoft Excel data file is available for use with this case, product 7A98E028.)
Issues:
Disciplines:
Management Science
Industries:
Administrative, Support, Waste Management and Remediation Services
Setting:
Canada, Medium, 1996
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Supplements: 7A98E028 (169 KB)
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