Generate recommendations with regard to how MedNet.com should justify to Windham Pharmaceutical that staying with MedNet is a better choice than switching to other advertising platforms. You are making these recommendations to the senior executives at MedNet.com, including Heather Yates.
The MedNet.com Confronts Click-Through Competition case is available at:https://hbsp.harvard.edu/tu/2ea94481
In preparing your recommendations, you can consider any issues you deem important. However, the following areas must be covered in your discussion:
What does an advertiser wantsales, leads, brand awareness, or anything else? In the context of online advertising, what are the metrics for measuring these?
From the perspective of advertisers, how does a general interest website (e.g., search engine such as Marvel) differ from a specialist or niche website (e.g., MedNet.com)?
How did Windham come up with the conclusion that the CPC with MedNet is much higher than the CPC with Marvel?
How could Heather Yates justify to Windham Pharmaceuticals that staying with MedNet, which charges for impressions, is better than switching to Marvel, which charges for click-through?
What should MedNet.com do to address emerging competitive threats?Your recommendation should be supported by relevant analysis of both qualitative and quantitativeinformation provided in the case. The assignment needs to be written in the business memo format.
Leave a Reply