Professional Media Inc.
(3 pages of text)
Case (Gen Exp)
A media planner at a specialized media buying firm was in the process of planning the spring 2012 television campaign for a customer with a recognizable brand name. The campaign budget of $7 million was to be spent on seven weeks of advertising during the first 20 weeks of the year. Each week of advertising involved a carefully selected series of advertisements on network and local television, and each week of advertising cost $1 million. Which seven of the 20 weeks should the planner choose? Is the $7 million budget the correct amount?
This case provides a good introduction to Excel modelling in a fairly simple business situation where building the model is more difficult than it looks initially. It has been used successfully at undergraduate, MBA and EMBA levels and provides strong motivation for the student to develop some proficiency in Excel and modelling.
Information, Media & Telecommunications
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