VaycayNation was a German start-up operating an online travel and booking portal. Despite its recent growth, the firm still had low brand awareness in the German market. As a remedy, the chief executive officer planned to invest in a major television advertising campaign to attract more visitors to the company's website and thus improve its customer awareness. He wanted to build the campaign based on a solid understanding of how executional campaign elements related to the firm's website traffic. He asked his newly hired team member to use her analytical skills to prepare the data, structure her analysis, and interpret the results in order to provide clear guidance for him and the company. Maik Eisenbeiss is affiliated with Universit t Bremen. Alexander Bleier is affiliated with Frankfurt School of Finance & Management.

【書誌情報】

ページ数：6ページ

サイズ：A4

商品番号：HBSP-W20330

発行日：2020/4/23

登録日：2021/2/19