12 May SHOULD BIG SKINNY IMPLEMENT DISPLAY ADVERTISEMENT STRATEGY TO TAKE THEIR OFFLINE TACTICS ONLINE?
Three questions
There are several potential problems with the bidding strategy in Exhibit 4, all of which are risks for any sponsored search campaign. State TWO risks. For each risk, (a) give it a name (b) then support your response using case evidence (up to 3 sentences for each risk).
Reflect on the case. (a) State Big Skinny’s overarching objective. In other words, are they more interested in broadening their customer base OR driving traffic to their website OR establish customer awareness and engagement – all of which increases sales? Briefly support your response using case details. (b) Among the choices, which is the most suitable strategy for Big Skinny in pursuit of your choice in “(a)” above: Sponsored Search, Social Media, or Partnering with Online Distributors?
Should Big Skinny implement display advertisement strategy to take their offline tactics online?
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