In December , Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing performance of the company and deciding how to allocate next year's marketing budget across various offline and online channels. Gupta, Sunil, and Joseph Davies-Gavin. Revised April Sunil Gupta. Quantitative Analysis in Marketing.
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Merza K. No Downloads. Views Total views. Actions Shares. Embeds 0 No embeds. No notes for slide. What was going wrong? If online visitors clicked on the online ads paid or display , then only 2 or 3 accounts become functional, i. What should be done? How to do it? To enhance customer interaction at lower cost of delivery. More importance to brand awareness and trust building by making a personal connect with customers- new customer acquisition will follow Better selection of sites for display advertising- avoid duplication Improve online application process- make it more elaborate to explain to customers what information they are required to fill- give constant reminders to fund the account within the specified time frame Measure the effectiveness of sponsorships to Sports organizations- accordingly, increase or decrease spending.
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In December , Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing performance of the company and deciding how to allocate next year's marketing budget across various offline and online channels. To highlight the challenges involved in allocating marketing resources between a offline and online advertising, b display and search advertising, and c various display ad networks. Jan 27, Advertising strategy, Internet, Internet marketing, Marketing management. Skip to Main Content. Main Case Popular. Educator Copy.
BBVA Compass: Marketing Resource Allocation
Below are the available bulk discount rates for each individual item when you purchase a certain amount. Register as a Premium Educator at hbsp. Publication Date: January 27, Industry: Financial Services. Source: Harvard Business School. In December , Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing performance of the company and deciding how to allocate next year's marketing budget across various offline and online channels. If you'd like to share this PDF, you can purchase copyright permissions by increasing the quantity.