Weekly Notes MARK 220-01
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This 2 page Class Notes was uploaded by Asli Acar on Tuesday March 1, 2016. The Class Notes belongs to MARK 220-01 at Georgetown University taught by Simon Blanchard in Spring 2016. Since its upload, it has received 26 views. For similar materials see PRINCIPLES OF MARKETING in Marketing at Georgetown University.
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Date Created: 03/01/16
MedNet Case Windham pharmaceutical company MedNet 100 CAM Marvel 054 per click Marvel wants to focus on clicks maximizing sales lead but they don t care about it Newspapers 2 What s the objective Salesljcontributions Retaining Brand awarenessl impressions Credibility 0 Return on investment romi Seel click l buy how much Site Impressions ctr who new X total buy sales contributi revenue on per 5 sale MedNet 172 mm 3 6 30960 Marvel 57mm 14 2 15960 Newspape 25mmday5 074 12 4440 rs mm total Why does MedNet get better than Marvel 0 CTR Bene ts of health websites relative to old school search engines 0 Provide credible medical info trustworthy Customers spend more time in the website click in more links 0 Search a wide array of topics both related to their conditions and unrelated due to curiosity click on more pages Tend to buy more products from advertisers higher levels of motivation to buy leading to higher margins per customer Substantial portion of visitors 40 are repeat visitors due to chronic illness high level of involvement Restaurant Example Awarenessljsurveyonline reviews 0 Go 0 Look at the menu how is the traf c 0 Enter and purchase 0 How much you are spending l Maybe a lot of people are coming in but the sales are not the best Objectives Learn how to create a campaign Understand the AdWords bidding system Client Windham pharmaceuticals provides you a list of keywords Two spreadsheets Maximize clickthroughs that you can get with 500day Calculate pro ts and ROMI 15 100 10 1000